| 摘要: | 從不同訂位管道而來的航空旅客，在不同的旅遊目的與科技接受程度，其考慮與選擇的因素可能有差異。其間相同客源不同管道或不同客源相同管道的同與不同的因素，是航空客運之行銷是非常重要的資訊。本研究探討自變數航空公司之乘客選擇訂位管道的各項因素(節省時間、便利性、價格、多樣性、客戶服務、產品品質和安全及隱私性)及科技接受程度(認知有用性、認知易用性與使用意向) ，對航空公司訂位管道的選擇，分為：航空公司電話訂位、航空公司網路訂位、旅行社代訂、網路旅行社(GDS)訂位。本研究進一步區分乘客旅遊目的，分為：觀光和非觀光一併探討選擇訂位管道的各項因素及科技接受程度，對於訂位管道選擇的影響程度。採用抽樣調查法，針對有選擇權之訂位過的乘客進行問卷調查。總共回收600份有效問卷，並藉由單因子變異數分析與多元邏輯斯迴歸分析，驗證假設的成立與否。
本研究結果發現，航空公司乘客選擇訂位管道的各項因素及科技接受程度，對訂位管道的選擇有顯著影響，且航空公司不同旅遊目的之乘客，會影響選擇訂位管道之各項因素及科技接受程度對訂位管道的選擇。
Air travelers’ from different booking channels, with different travel purposes and different degree of technology acceptance, would have various concerns. These concerns, may different or the same, in different segmentations of same channel or same segmentation of different channels, are important in airline passenger marketing. This study investigated the concerns (time saving, convenience, price, diversity, customer service, product quality and safety) and technology acceptance (perceived usefulness, perceived ease of use and intention to use) that airline passengers choose the channels, namely airline telephone reservations, airline internet page, travel agencies, online internet (GDS) bookings. This study further differentiates passenger’s travel purposes, tourism and non-tourism. Along the choice of booking factors and technology acceptance, this research exams the degree of concerns in selecting booking channels. A total of 600 valid questionnaires were recovered and analyzed by ANOVA and multinomial logistic regression analysis.
The study found that passengers choose different channels with different concerns and different degree of technology acceptance. In the different travel purpose, passengers would have different factors in concerns in choosing booking channel. |
