低成本航空旅客對於航空公司各項服務之選擇行為研究：以台灣-日本為例

A Study on Service Choice Behavior of LCC Passengers: An Example of Route Taiwan-Japan

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/碩士(2017年)

摘要

近年來低成本航空於亞洲地區之航線不斷擴充，造成航空市場競爭相當激烈；傳統航空不再是旅客出國旅遊、洽商的唯一選擇。有別於傳統的經營方式，同時樽節航空公司非必要性的支出，以使用者付費的概念為基礎，讓旅客有較為低廉的票價可供選擇。然而為了在這個競爭激烈的航空市場持續經營，各家航空公司紛紛推出與眾不同的「加值附加服務」吸引旅客搭乘，而深入討論該服務之價值即為本研究之主要貢獻。
研究過程針對日本航線旅客在加值附加服務上的選擇行為進行探討，主要針對搭乘低成本航空的日本航線旅客為研究對象，利用問卷調查方式來瞭解影響桃園機場搭機旅客選擇加值附加服務之關鍵因素及其願付價格；研究過程中採用Double-Hurdle模式進行分析及整理。本研究歸納之結論與建議，可供未來國內低成本航空業者於市場行銷及價格擬定之重要參考。
本研究結果顯示，依據三個不同情境(行李額度、預選座位、組合票價)，各情境分別受不同變數影響。其中，行李額度部分主要以訂票通路、旅行人數、機票支付者、加購經驗等為顯著影響選擇變數；預選座位則為機票支付者、加購經驗、年搭機次數、購票決策者等；最後組合票價則為訂票通路、購票依據、加購經驗等因素。而收入多寡仍為旅客選擇各項附加服務的重要影響變數。

關鍵字

低成本航空 ； Double-Hurdle模式 ； 願付價格 ； 選擇行為

並列摘要

The increasing route expansion in Asia by low-cost airlines has intensified competition in the aviation market. Traditional airlines are no longer the only choice for international leisure and business travelers. Low-cost airlines provide travelers with choice of lower prices based on the ‘user pays’ concept by embracing a business model other than the traditional one while practicing economy by cutting unnecessary expenses. However, to continue operating in the fiercely competitive aviation market, all airlines are launching unique ‘value added services’ to attract travelers. Providing an in-depth discussion of the values delivered by these services is the major contribution of this study.
In the process of this study, the investigation focused on choice behavior among travelers on Japan routes operated by low-cost airlines in terms of value added services. A survey was conducted on such travelers departing from Taoyuan International Airport to understand how they chose value added services and the prices they were willing to pay. The double hurdle model was used for analysis and sorting. The conclusion and suggestions summarized in this study can provide valuable insights for Taiwan’s low-cost airlines in their development of marketing and pricing strategies.

The results of this study show that three different scenarios (baggage allowance, seat pre-selection and combined price) are affected by different variables. Specifically, variables that significantly affect the choice in the three scenarios are booking channel, number of co-travelers, ticket payer and additional purchase experience for ‘baggage allowance’; ticket payer, additional purchase experience, annual air travel frequency and purchase decision-maker for ‘seat pre-selection’; and booking channel, reason for purchase and additional purchase experience for ‘combined price’. In addition, income level remains a key determinant for travelers’ choice regarding various value added services.

並列關鍵字

low-cost airline ； Double-Hurdle model ； willing-to-pay ； choice behavior

參考文獻

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