消費者搭乘國內定期航線航空公司之選擇因素及對飛航安全認知與滿意度之研究

本研究最主要的目的在瞭解旅客搭乘國內定期航線航空公司之主要選擇因素及對飛航安全認知與國內整體飛航安全滿意度。許多過去的研究針對旅客選擇購買航空產品的決定因素進行探討，結果顯示以「飛航安全」爲其首要考量因素；本研究以乘客此行即將選搭決定反問其選擇因素之考量，發現消費者實際選購因素與過去的一些研究有差異。結果顯示消費者選擇之最主要的四個因素依序爲1.班機時間2.票價較低3.有空位4.親友推薦；最不考慮的四個因素爲1.累計里程2.空服員態度3.飛機新舊4.歷年飛安記錄。受訪者在飛航安全認知的結果顯示；81.8%的乘客認爲飛機是最安全的交通工具，在行前77.8%的乘客有購買保險的習慣，在航程中搭機時會全程繫安全帶者佔79.0%，注意空服員講解飛行安全事項者佔79.7%，知道那些危險物品不能帶上飛機並且遵守的乘客佔90.8%，飛航途中全程配合關閉行動電話乘客佔91.2%。然而，87.2%的旅客認爲本身對國內外航空公司資訊瞭解有限，55.7%的乘客不會特別注意航空安全資訊除非有空難發生時，54.6%的乘客會因航空公司發生空難而影響其最近一次的搭機選擇。對國內整體飛安滿意者佔20.9%，對經營國內航線的四家航空公司之飛安滿意度依序爲1.遠東2.立榮3.復興4.華信。

關鍵字

選擇因素；飛航安全；滿意度

並列摘要

The main purpose of this study was to rate the top factors that influence consumer's selection of Taiwan's domestic airlines', as well as to find out consumer's perception and satisfaction of flight safety. According to previous research on related topics and ”flight safety” ranked as a top priority influencing consumer's airline selection. However, this study which was administered to consumer's near Ms/her time of departure, produced different results than previous studies. Our data indicates the four most important factors influencing consumer's selection of airlines were: 1. flight schedule 2. lower airfare 3. available seating 4. family & friends' recommendation. The four least influential factors were: 1. mileage accumulation 2. flight attendant's attitude 3. age of the fleet 4. flight safety record of the airline. Consumer's perceptions of flight safety are as follows: (1) 81.8% of travelers think aircraft is the safest mode of transportation. (2) 77.8% of travelers will buy flight insurance (3) 79.0% of travelers fasten the seat belt while they are seated. (4) 79.7% of travelers will pay attention during the safety demonstration. (5) 90.8% of travelers obey rules related to hazardous goods. (6) 91.2% of travelers obey rules to turn off the cellular phone during the flight (7) 87.2% of travelers know little about domestic and international airlines' information. (8) 55.7% of travelers will not particularly pay attention to flight safety information except there is aircraft crushed. (9) 54.6% of travelers will be affected their selection of airlines due to aircraft crushed. (10) 20.9% of travelers satisfied of Taiwan's flight safety. Finally, the flight safety satisfactory of domestic airlines is the following, 1. Fareastern airlines 2. Uni air 3. Transasia airways 4. Manderain.