以計畫行為理論探討自助旅行旅客對搭乘廉價航空 行為意圖之研究

全球經濟蕭條影響下，航空業及旅客消費習慣轉變，廉價航空進入台灣市場，帶領著台灣航空市場形成另一股新氣象。近年來盛行的觀光旅遊型態是自助旅行為主，從中發現到自助旅行的旅客從事國外觀光旅遊時偏向選擇搭乘廉價航空。現今資訊媒體快速發展，自助旅行的旅客在社群媒體上形成了一個群體，互相在網路分享著旅遊經驗，形成一股新興觀光旅遊風潮。本研究想要探討自助旅行旅客是否對搭乘廉價航空行為意向現況為何。本研究探討自助旅行的旅客對廉價航空行為意圖為研究主題，以廉價航空社群媒體為媒介進行網路問卷發放，研究對象以自助旅行的旅客為研究樣本，共發放407份問卷，有效問卷為380份。研究統計分析以描述性統計、獨立樣本t檢定及多元迴歸分析等統計方法進行分析。本研究結果為：(1)自助旅行旅客搭乘廉價航空的「態度」、「主觀規範」、「知覺行為控制」具有顯著影響。(2)自助旅行旅客在旅遊特性中「不同訂購機票方式」，以航空公司官網及旅行社代購都具有顯著差異。(3)自助旅行旅客在旅遊特性中「獲取通路資訊」，以上網搜尋資料及社群媒體都具有顯著差異。

關鍵字

計畫行為理論；廉價航空；自助旅行

並列摘要

Global economic depression have impacted on aviation industry and changing passenger consumption habits. Low-cost airlines entered Taiwan market, leading to a new trend in aviation. Backpacking become more popular in recent year, therefrom backpacker prefer to use low-cost airlines in overseas visit. With the advanced development in the broadcasting media, virtual community formed by backpacker to share travel experiences were the latest craze of tourism. This study wants to investigate whether backpacker are interested in low-cost airline behavior. The purpose of this study was to explore backpacker’s intention on the low-cost airline. Questionnaires distributed through low-cost aviation virtual community. Research samples were taking from the study objects, backpackers. Total of 407 questionnaires issued valid questionnaires were 380. The statistical analysis was adopting descriptive statistics, independent sample t-test and multiple regression analysis. The results indicated that, (1) Significant impact of "attitude", "subjective norms", and "perceived behavioral control" appear when backpackers having low-cost airline.(2) Under backpackers identities of purchasing method significant difference exits between using airline's official website and travel agents.(3) Under backpackers identities of accessing information channel, significant difference was found on the Internet searching and social media.