國際航線座位升等競標行為之研究

Bidding Behaviors for Upgrading Airline Seats in International Flights

邱意淳(Yi-Chun Chiu)

指導教授 ： 周榮昌

共同指導教授 ： 郭仲偉(Chung-Wei Kuo)

國立暨南國際大學/科技學院/土木工程學系/博士(2022年)

https://doi.org/10.6837/ncnu202200148

摘要

座位競標策略是近年許多國外航空公司採用的商業模式之一，但台灣的航空公司尚未實施。為了瞭解旅客的座位競價情況，本研究應用Double-Hurdle模式、IHS Double-Hurdle模式討論影響旅客參與競價的因素並校估支付意願。此外，本研究進一步探討不同人格特質對旅客參與競價及其支付意願的影響。研究結果顯示，重要因素、人格特質、出價參考點等項目皆會影響旅客在長短程航線上的競標參與度和支付意願。短程和長程航線在競標參考點的共同變數是參考點低於心中願付價格。在人格特質方面，情緒不穩定性且高學歷的受訪者在短程航線(台灣到宿霧和首爾)的情境中不太願意出價。另一方面，對經驗開放性且家庭年收入高於平均的受訪者更願意在長程航線(台灣到紐約和阿姆斯特丹)的情境中出價。此外，在旅客認為重要的項目中發現航線地點對長程航線的座位競價行為具有正顯著影響。本研究亦將航線地點分為休閒與商務地區比較，為瞭解不同城市特性與航程長短是否對旅客有明顯影響。研究結果顯示，根據城市特性，受訪者的參與意願與願付價格無顯著差異；但短程和長程的航線距離可能造成影響因素的差異。

關鍵字

競標座位 ； Double-Hurdle模式 ； IHS Double-Hurdle模式 ； 願付價格

並列摘要

The strategic planning on the bidding of international airline seats is one of the business models run by practitioners in the airline business. Meanwhile, airline companies in Taiwan has not carried out any seat-bidding activities. Thus, in order to learn passengers’ seat bidding behavior, this study discussed the factors that affect passengers to participate in the bidding and estimate their willingness to pay (WTP) by using the double-hurdle model and the inverse hyperbolic sine (IHS) double-hurdle model. In addition, this study further discussed the effects of different personality traits on passengers’ participation in bidding and their WTPs. The results of this study showed that important factors, personality traits and bid reference benchmark all affect passengers’ participation in bidding and their WTPs on long- and short-distance routes. The common variable included in short- and long-distance routes was the bid reference benchmark is lower than the WTP. In terms of personality traits, respondents with neuroticism and high education level were less willing to pay in the bidding on the short-distance route (from Taiwan to Cebu and Seoul). On the other hand, respondents had openness to experience and having an annual household income higher than the average were more willing to pay in the bidding on the long-distance route (from Taiwan to New York and Amsterdam). In addition, among the items that passengers consider important, the route location was found to be positively significant in seat bidding behavior on long-distance routes. The purpose of this study was to understand whether a city’s characteristics and the length of the route would affect the respondents’ willingness to participate in seat bidding and their WTP. Therefore, leisure and business areas were added to the short- and long-distance scenarios to compare the respondents’ bidding behaviors. The estimation results showed no significant difference between the respondents’ willingness to participate and their WTP based on city characteristics; however, the distances of the short-distance and long-distance routes may have caused differences in the influencing factors.

並列關鍵字

Bidding for seats ； Double-Hurdle model ； IHS double-hurdle model ； Willingness to pay (WTP)

參考文獻

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