消費者使用機票訂購平台意願之研究

科技的發達與網際網路的蓬勃發展為人們的消費型態帶來了很大的轉變，以往人們僅能透過旅行社或航空公司來購買機票，然而機票訂購平台的出現，使得大眾在購買機票的管道變得更加多元。機票訂購平台的使用，不但可以免費比較票價，更可以為消費者節省大量的查詢時間(如：航班資訊)。此外，消費者也可以利用機票訂購平台從中找到對自己最有利及最適合的航班。上述的這些特點，讓機票訂購平台成為現在許多人在購買機票時會使用的工具。故本研究目的在於探討消費者使用機票訂購平台的意願，並探討價格策略、數位行銷與體驗行銷對使用意願之關係以及探討知覺風險在價格策略、數位行銷與體驗行銷對使用意願之關係是否具有中介效果。本問卷以網路進行發放，並利用SPSS 2.0版本統計分析軟體作為本研究之統計工具。本研究之研究結果如下：一、機票訂購平台之價格策略會正向影響消費者使用意願二、機票訂購平台之數位行銷會正向影響消費者使用意願三、機票訂購平台之體驗行銷會正向影響消費者使用意願四、知覺風險在機票訂購平台之價格策略與使用意願間不具有中介效果五、知覺風險在機票訂購平台之數位行銷與使用意願間不具有中介效果六、知覺風險在機票訂購平台之體驗行銷與使用意願間具有中介效果

關鍵字

機票訂購平台；價格策略；數位行銷；體驗行銷；知覺風險；使用意願

並列摘要

With the development of the technology and the internet, the way that the public shop has changed a lot. In the past, consumers can only book flight tickets from the travel agency or airlines. However, the emergence of the airline reservations system has made the distribution channel become more diverse. Airline reservations system can not only compare the ticket price but also reduce the time on searching flight information. Besides, customers can find the most suitable flight through the airline reservations system. Based on the points mentioned above, airline reservations system has become a popular tool for the public to purchase the flight tickets. The purpose of this study is to explore users’ intention on using airline reservations system, relationships between price strategy, digital marketing and experiential marketing, and whether perceived risk plays a medium role between price strategy, digital marketing, experiential marketing and users’ intention. The survey was conducted on the online survey platform and the collected data was analyzed via IBM SPSS Statistics 22.0. The research conclusion is listed as below: 1. Airline reservations system’s price strategy has a positive effect on users’ intention. 2. Airline reservations system’s digital marketing has a positive effect on users’ intention. 3. Airline reservations system’s experiential marketing has a positive effect on users’ intention. 4. The mediating effect of perceived risk on price strategy and users’ intention does not exist. 5. The mediating effect of perceived risk on digital marketing and users’ intention does not exist. 6. The mediating effect of perceived risk on experiential marketing and users’ intention does exist.