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系統識別號 U0026-0812200913545663
論文名稱(中文) 服務屬性對航空公司選擇行為影響之研究
論文名稱(英文) Investigating the Effects of Service Attributes on Passengers’ Airline Choice Behavior
校院名稱 成功大學
系所名稱(中) 交通管理學系碩博士班
系所名稱(英) Department of Transportation & Communication Management Science
學年度 95
學期 2
出版年 96
研究生(中文) 吳采芳
研究生(英文) Tsai-fang Wu
電子信箱 r5694116@mail.ncku.edu.tw
學號 r5694116
學位類別 碩士
語文別 中文
論文頁數 87頁
口試委員 指導教授-陳勁甫
口試委員-廖俊雄
口試委員-溫傑華
中文關鍵字 服務屬性  敘述性偏好  實驗設計  多項羅吉特  個體選擇模式 
英文關鍵字 Service attributes  Discrete choice model  Multinomial logit  Stated preference  Choice experiment 
學科別分類
中文摘要 近二、三十年來,由於低成本航空加入航空市場之營運,導致傳統航空公司在航線上的市場佔有率顯著受到衝擊。對消費者而言,低成本航空和傳統航空公司最主要之差別在於所提供的服務品質不同。且台灣和中國大陸間,因政治因素導致台灣與中國大陸間目前沒有直飛航線,故本研究利用敘述性偏好實驗設計的調查與個體選擇模式來探討各項服務水準的高低會如何影響旅客的選擇行為,以及旅客願意付多少錢來獲得更佳的服務。本研究利用多項羅吉特分析往來台灣-中國大陸間的旅客對於航空公司提供的服務屬性會如何影響旅客願付價格的高低。
本研究結果發現,票價對航空旅客的選擇行為有負向的影響,即當票價越高,旅客選擇該航空公司的機率會越低。在機上飲食、機上娛樂、訂購機票管道之多寡、更改航班等服務方面,對於航空旅客的選擇行為有正向的影響,即當航空公司所提供的服務包含免費的餐點、豐富的機上娛樂內容、多重的訂購機票管道、更改航班不需另收手續費等服務時,對於旅客選擇該航空公司的機率有提昇的效果。本研究亦針對機上飲食、機上娛樂、訂購機票管道之多寡、更改航班等四項服務屬性,推估出其願付價格,其中,以享有免費機上餐飲此服務屬性之願付價格為最高,以享有豐富機上娛樂此服務屬性的願付價格為最低。本研究利用多項羅吉特來推導往來台灣與中國大陸間之旅客其選擇航空公司的行為模式,企盼可供航空公司在擬訂競爭策略或行銷策略時得以參考。
英文摘要 In recent decades, the Aviation industry has dramatic change as low-cost airlines have established and developed significant markets for their services. And the main difference between low-cost and full-service airlines is the service quality which they offered. If the airlines offer different level of service quality, how it will influence passengers’ decision-making process in choosing airline. Because of the political factor leads to the fact that has not straight flight among Taiwan and China, this study utilizes the experiment design to set up the products with different levels of service quality to discuss how to influence passengers’ choice behavior and how much passengers would like to pay to obtain better service quality. This study utilizes multinomial logit to analysis how the service attributes influence passengers among Taiwan and China and their willingness-to-pay.
The results of study find some interesting results. When the airline’s ticket price is higher, the lower probability that passengers choose this airline. In term of service attributes, when the airline offered free meals, multiple in-flight entertainment ,multiple ordering ticket channels, or changing flight do not need to charge the service fee, the probability of chosen this airline will be higher. And the service attributes’ willing-to-pay are also estimated separately. Among them, free in-flight food and beverage this service attribute’s willingness-to-pay is the highest, and multiple in-flight entertainment this service attribute’s willingness-to-pay is the lowest. According to those results, this study suggests that managers of traditional full-service airlines will need to assess whether the products they provide need to be re-designed to protect their markets. Wish the results of this study can be consulted while the airline company making marketing or competitive strategy.
論文目次 目錄 I
表目錄 III
圖目錄 IV
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
1.3 研究範圍與限制 3
1.4 研究方法 4
1.5 研究流程 5
第二章 文獻探討 7
2.1 航空公司服務屬性之差異 7
2.1.1 低成本航空簡介 7
2.1.2 航空公司服務屬性之差異 9
2.2 影響選擇航空公司的重要因素 11
2.3 敘述性偏好法 17
2.3.1 敘述性偏好理論基礎 18
2.3.2 述性偏好之實驗設計 20
2.3.3 敘述性偏好之衡量尺度與參數校估方法 22
2.4 個體選擇模式 24
2.5小結 27
第三章 模型理論之架構 28
3.1 變數的操弄與衡量 28
3.2 敘述性偏好實驗設計 29
3.3 羅吉特模式 31
3.4 願付價格 36
第四章 資料的蒐集與初步分析 37
4.1 問卷內容 37
4.2問卷發放說明 41
4.3問卷資料分析 42
4.4 桃園國際機場和高雄國際機場樣本資料之檢定 46
4.4.1 社會經濟特性檢定 47
4.4.2 旅次特性之檢定 47
第五章 模式校估與分析 49
5.1 變數說明 49
5.2 多項羅吉特模式校估結果 51
5.3 願付價格 54
第六章 結論與建議 59
6.1 結論 59
6.2 建議 61
參考文獻 63
一、中文文獻 63
二、英文文獻 65
三、網站資料 68
附錄一 69
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三、網站資料
1. 中華航空網站︰http://www.china-airlines.com/ch/index.htm?zh-twzh-twundefined
2. 易飛網網站︰http://www.ezfly.com/
3. 長榮航空網站︰http://www.evaair.com/html/b2c/chinese/
4. 國泰航空網站︰http://www.cathaypacific.com/cpa/zh_TW/homepage
5. 捷星航空網站︰http://www.jetstar.com/sg/index.html
6. 復興航空網站︰http://www.tna.com.tw/index.asp
7. 港龍航空網站︰http://www.dragonair.com/da/en_INTL/homepage
8. 華信航空網站︰http://www.mandarin-airlines.com/index.html
9. 澳門航空網站︰http://www.airmacau.com.tw/default.asp
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