航空產業提供顧客偏好選擇之付費服務占公司營收之比重已呈上升趨勢。中華航空為台灣第一家設立之航空公司，歷經60年之專業營運與轉型成長，各項優質服務與產品創新屢獲國內外肯定，連續4年獲得道瓊永續指數(dow jones sustainability indices, DJSI )肯定，並於2020榮獲全球航空業第3名的佳績。
本文探討中華航空公司品牌形象與付費選位購買意願之關係，進一步就品牌形象的三個構面：功能性、象徵性與經驗性，釐清跨域顧客行為對中華航空付費選位購買意願影響的干擾。問卷發放擷取兩岸工商發達與人均所得較高之一線城市，如上海、北京、西安、台北、桃園等。中國大陸及臺灣分別發放204份與338份，總計542份。
本研究重要發現如下：1. 中華航空品牌形象對付費選位購買意願之影響呈現顯著正相關。2. 品牌形象子構面部份，品牌形象之功能性與象徵性與中華航空付費選位購買意願存在顯著正相關。3. 兩岸顧客行為於中華航空品牌形象之功能性對付費選位購買意願的影響會產生干擾。台灣顧客在品牌形象之功能性對付費選位購買意願的影響程度，會比大陸顧客來得更強。
Airline ancillary services play a progressively important role in the aviation industry. After 60 years of professional operation and transformation, its quality service and product innovation have been repeatedly recognized at home and abroad, and it has been recognized by the Dow Jones Sustainability Indices (DJSI), and won the third place in the global aviation industry in 2020.
The purpose of this study is to explore the effect of brand image to intention of paid seat selection on China Airlines. The questionnaires were distributed from the Cross-Strait first-tier cities, with well-developed in business and industry and higher income per capita such as Shanghai, Beijing, Xi'an, Taipei and Taoyuan. A total of 542 questionnaires were recovered, 338 and 204 from Taiwan and the Mainland China, respectively.
The important findings of this research are as follows: 1. China Airlines' brand image positively affects intention of paid seat selection. 2. As part of the brand image sub-facet, the functionality and symbolism of the brand image are significantly related to China Airlines' paid seat selection and purchase intentions. 3. The functionality of Cross-Strait customer behavior in China Airlines' brand image will interfere with the influence of paid seat selection and purchase intention.
