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  • 學位論文

影響線上購買機票考量因素

Factors affecting the purchase of airline tickets online

指導教授 : 梁直青
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摘要


新資訊和通信技術在現今社會相當重要,除了適應舊技術外,新技術也需不斷推陳出新。網路的出現,改變了我們的生活方式也改變消費型態;如:工作、娛樂、旅行、生活等等。 網路進一步改變消費者並對於有密切相關的企業的經營方式造成影響。消費者越來越習慣網路購物,透過網路購物能更便利的購物並節省時間。航空業亦然,透過電子商務,可以提升其訂票效率。然而,消費者對於購票方式的選擇,以及消費者對於購票網站的滿意度仍未明確。 據此,本研究的主要目的在探討影響消費者網路購買機票的因素,並瞭解消費者購買行為,並解釋影響消費行為之因素。研究結果應有助於航空公司瞭解客戶的消費行為。據此,本研究採用SERVQUAL服務品質量表和期望確認理論(ECT)調查影響消費者在網路上購買機票主要因素,並探究消費者對購票網站的態度。 本研究以503份有效回收問卷作驗證。結果顯示,本研究變項之信度及效度皆良好且可被接受。結果亦顯示顧客滿意度及顧客意向間有顯著相關;在促銷、安全性、便利性、期望與顧客對於線上購買機票的滿意度相近。更重要的是,由期望值(0.506)可得便利性、安全性及促銷對於顧客線上購買機票的滿意度造成很大的影響。

並列摘要


New information and communication technologies have been playing an important role in modern social life, that are still involving with upcoming innovations of new technology as well as the continued adaptation of older ones, specially the apparition of the Internet. They are changing the way how we live, work, play, travel and other aspects of our lives. Particularly, the Internet is changing the way companies conduct business with their consumers who are increasingly expecting faster and better service, more time saving and convenience. E-commerce has been becoming an inevitable trend in the Internet era and playing an important role in modern society. This study intends to measure consumers’ satisfaction and intention to purchase airline tickets online. The primary objective of this research is to investigate factors that influence customers on purchasing airline ticket online and then it may explain the customer behavior when choosing airline ticket online. Secondary objective is to determine which factors are the most important in their decision making or which factors are mostly concerned by them. Findings might help airline companies understand their customers’ behavior. By dint of that, their airline storefronts can make improvements and modifications, hence ensuring the satisfaction of potential customers and conversing visitors into buyers then can attract more and more passengers. Equally importance, the study aims at introducing a business model of electronic tickets via the Internet not only in the field of the flights but also the reference for enterprises who want to build and develop e-ticket for train, booking tour, hotel, movie, music concert and other forms of online shopping. Consequently, the study employs the SERVQUAL and the Expectation Confirmation Theory (ECT) to investigate what impacts people to buy airline ticket online and validate the framework. The result shown that the reliability and validity of all the variables are good and accepted. The result also indicated that there is a significant positive relationship between Customer Satisfaction and Purchase Intention; familiarly between Promotion, Security, Convenience, Expectation, and Confirmation to the Customer Satisfaction in the purchase of airline tickets online. The sample used in this study was 503 respondents with method purposive judgment sampling. The study uses quantitative approach with collecting the data based on a survey. Literature review will be carried out to find out the proposed research model. Then, a data analysis method including Exploratory Factor Analysis and Confirmatory Factor Analysis, then Regression was used to help to identify the research findings.

參考文獻


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