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系統識別號 U0026-0812200915135887
論文名稱(中文) 兩岸直航後旅客航空公司選擇行為之研究
論文名稱(英文) Exploring Passenger Airline Choice Behaviors after Agreement on Cross-straits Direct Flight
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 97
學期 2
出版年 98
研究生(中文) 林湘婷
研究生(英文) Hsiang-Ting Lin
學號 r5696401
學位類別 碩士
語文別 中文
論文頁數 79頁
口試委員 口試委員-蔡東峻
指導教授-陳勁甫
口試委員-邱裕鈞
口試委員-溫傑華
中文關鍵字 選擇行為  敘述性偏好  服務屬性  航空公司  兩岸直航 
英文關鍵字 Stated Preference  Airlines  Service Attributes  Choice Behavior  Cross-Straits Direct Flight 
學科別分類
中文摘要 2008年7月開啟兩岸直航週末包機及平日包機,不僅讓航空公司縮短飛行時間及燃油成本,更提供旅客有效率的航空服務。對於旅客而言,不需要經由第三地轉運不僅時間節省,亦提供臨近台北市區的松山機場的營運服務,相較於之前旅行模式已有大幅差異,將影響旅客赴大陸航空公司之選擇行為。因此,本研究利用敘述性偏好實驗設計的方式設計問卷,以獲得旅客對台灣至大陸對航空公司服務屬性不同水準偏好之資訊,並利用多項與混合羅吉特模型探討旅客航空公司選擇行為及願接受價格。
研究結果皆顯示旅客對於頻率為正向顯著偏好,而票價、座椅間距短、不提供餐飲、更改航班收取手續費增加皆負向顯著偏好。而旅客對於頻率、不提供餐飲及區域性國際機場(松山機場)等屬性具偏好異質性。願接受價格的部份,針對班次頻率、座椅間距、不提供餐飲及更改航班手續費校估,結果得知願犧牲更改機票收100%手續費,票價需降價最多,其次為無提供餐飲時,表示旅客最重視這兩項服務屬性。根據研究結果希望可供航空公司研擬不同產品組合之行銷與競爭策略時得以參考。
英文摘要 To start the weekend charter flight and normal charter flight on Taiwan to China route. For airlines, it not only decreases the travel time and fuel cost but also supplies the efficient air service. Therefore, the passengers will not transit from the third place and use the SonShan airport in the Taipei city that influence the passengers’ airline choice behavior. For this purpose, we conduct a stated preference (SP) experiment to analyze individual’s preference for different levels of the main attributes defining the service offered by the airlines. In addition to multinomial logit model and mixed logit model are used to analyse the data from the choice experiment. We also ues the mixed logit model to consider their willingness-to-accept.
The result shows frequency is significantly positive for passengers’ preference but the price, less leg room, no meal and penalty for changes in ticket are significantly negative for passengers’ preference. Passengers’ preference for freqeucy, regional airport and no meal has high heterogeneity. In WTA estimation result, the negative on no meal and penalty for changes in ticket indicate that passengers are willingness to accept the loss of this service but only with an associated reduction in the price of the ticket.The most reduction in the price of the ticket is penalty for changes in ticket and the second is no meal that indicate passengers like these most. The results could be of use to airlnes when planning marketing that combine different services alternative or when taking effective competitive stratgy.
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…………………………………………………………………….5
1.3研究範圍與對象…………………………………………………5
1.4 研究流程…………………………………………………………………….6
第二章、文獻回顧………………………………………………….8
2.1兩岸航空客運開放之發展歷程…………………………………8
2.2低成本航空簡介…………………………………………………14
2.2.1低成本航空定義....................................14
2.2.2低成本航空公司與傳統航空公司服務屬性之差異....... 15
2.3 敘述性偏好法………………………………………………….20
2.3.1敘述性偏好法理論內涵..............................20
2.3.2敘述性偏好法之實驗設計........................... 21
2.3.3敘述性偏好法衡量尺度與參數估計方法................23
2.4航空服務選擇行為模式…………………………………………25
2.4.1機場選擇行為..................................... 25
2.4.2航空公司選擇行為..................................30
2.5小結………………………………………………………………36
第三章、個體選擇模式…………………………………………...37
3.1多項羅吉特模式(Multinomial Logit Model)…………….37
3.1.1選擇機率形式......................................37
3.1.3羅吉特模式變數....................................39
3.2 混合羅吉特模式(Mixed Logit Model)……………………39
3.2.1選擇機率形式..................................... 40
3.2.2參數校估..........................................41
3.3羅吉特模式檢定………………………………………………..41
3.4願接受價格(Willingness-to-accept)……………………….42
3.5問卷設計與蒐集…………………………………………………44
3.5.1航空公司服務屬性選擇行為問卷......................44
3.5.2敘述性偏好實驗設計與樣本抽樣......................46
第四章、實證分析………………………………………………….49
4.1航空公司服務屬性選擇行為問卷………………………………49
4.1.1問卷樣本特性......................................49
4.1.2模式效用函數變數之設定............................51
4.1.3多項羅吉特模型校估結果........................... 54
4.1.4混合羅吉特模型校估結果........................... 56
4.2模型比較…………………………………………………………60
4.2.1概似比檢定........................................60
4.3願接受價格………………………………………………………60
第五章、結論與建議……………………………………………….63
5.1結論………………………………………………………………63
5.2建議………………………………………………………………64
參考文獻…………………………………………………………...68
中文文獻…………………………………………………………….68
英文文獻…………………………………………………………….68
附錄………………………………………………………………...75
航空公司服務屬性選擇行為問卷………………………………….75

表目錄
表1.1台灣入境中國大陸人數統計…………………………………2
表2. 1兩岸航空客運開放發展之歷程與現況……………………12
表2. 2低成本航空與傳統航空公司之比較………………………18
表2. 3低成本航空公司與傳統航空公司服務屬性之差異相關文獻19
表2. 4二因素法和整體輪廓法優缺點比較表……………………22
表2. 5要因設計、部分要因設計、直交排列法說明之整理……23
表2. 6機場選擇行為模式之相關文件彙整………………………28
表2.7航空公司選擇行為模式之相關文獻彙整………………….34
表3. 1方案屬性水準設計表..............................46
表3. 2實驗設計直交表……………………………………………47
表3. 3本研究敘述性偏好情境組合範例…………………………48
表4. 1問卷受訪者社會經濟特性統計表....................50
表4. 2受訪者旅次特性統計表............................51
表4. 3航空公司服務屬性變數設定........................52
表4. 4社經變數與旅次特性之設定........................54
表4. 5航空公司服務選擇行為之多項羅吉特模型校估結果....56
表4. 6航空公司服務選擇行為之混合羅吉特模型校估結果....59
表4. 7多項與混合羅吉特模式間概似比檢定結果............60
表4. 8混合羅吉特模型之願付價格與願接受價格............61

圖目錄
圖1. 1週末包機與平日包機載客人數……………………………3
圖1. 2研究流程圖…………………………………………………7
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