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研究生:駱宗伯
研究生(外文):Tsung-Po Lo
論文名稱:旅客在機場航廈購物需求與商品關聯度分析及滿意度探討
論文名稱(外文):The Terminal Commodity Shopping Satisfaction and The Shopping Grey Relational Analysis at TAIWAN TAOYUAN International Airport
指導教授:彭效武彭效武引用關係
指導教授(外文):Shiaw-Wuu Perng
學位類別:碩士
校院名稱:開南大學
系所名稱:空運管理學系碩士班
學門:運輸服務學門
學類:航空學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:73
中文關鍵詞:灰關聯分析非航空收入航空站購物消費者行為
外文關鍵詞:Grey Relational AnalysisNon-aeronautical incomeAirport shoppingAirport consumer behavior
相關次數:
  • 被引用被引用:9
  • 點閱點閱:938
  • 評分評分:
  • 下載下載:173
  • 收藏至我的研究室書目清單書目收藏:0
近年來,航空站的非航空收入,占整體營收比例呈現明顯成長的趨勢,成為航空站整體經營績效的重要指標之一。本研究主要應用灰關聯分析,探討台灣桃園國際航空站內,旅客需求及航廈商品之關聯度和滿意度,並依商品的功能性,將航廈商品區分為實用性、趣味性、品牌性、低價性、服務性、紀念性和飲食性商品等七類;也將旅客購物的需求,依使用時機分為臨時用途、休閒用途、禮品用途、商務用途和觀光用途等五類。關於商品滿意度部份,則依據每位旅客主觀的判斷與購物經驗,針對商品的種類、品質、價格、資訊及位置方便,給予不同評價。本研究之旅客現場問卷調查是於桃園國際機場航廈內實施,共產生225份有效問卷,提供灰關聯分析商品排序及商品滿意度;次則,逐一將旅客依年齡、性別與出國結伴成員等特性分群,分析不同特性對旅客購物行為的影響,並與整體數據進行差異比較。在旅客需求部份,研究結果顯示實用性與紀念性的商品對於旅客需求關聯度較高,而飲食性和服務性的商品則較低。在旅客滿意度部份,品牌性商品滿意度最高,飲食性商品和趣味性商品最低;增加投入商品購買因素後的滿意度分析,顯示飲食性商品須要立即的改善。分群比較部份也顯示,不同年齡、性別和出國結伴成員對於購買行為有明顯的影響。
With non-aeronautical income, airports generally achieve higher overall productivity. The objective of study is to realize the priority and the satisfaction of the commodity shopping in the terminals at the Taiwan Taoyuan International Airport. The study categorizes the airport terminal commodities into 7 groups by their functionalities. The shopping purposes are also divided into 5 choices. In addition, about the shopping satisfaction, 5 subjective articles about the commodities themselves are created for the grey relational analysis. About 225 valid filled-out questionnaires were collected at the Taoyuan International Airport. This target of the grey relational analysis is to establish the priority relations for commodity functionalities, shopping purposes, and satisfaction articles respectively. The result shows that, for the utility commodity and souvenir commodity, their relations to the shopping purposes are more important than other commodities. About 41% of airport travelers would make shopping gifts. Relatively, travelers do not prefer to purchase service commodities for their limited free time in airports. Most airport consumers are satisfied by commodity brands offered by retailers. The satisfaction about airport cafe is scored to be the bottom one by satisfaction consideration only. If adding the consumers’ demand factor, the cafes satisfaction is improved significantly which implies that how to improve the airport cafe performance is very important in non-aeronautical revenue. With the additional statistical analysis, it reveals that age, gender or traveling purpose of travelers would be able to affects buying behavior.
摘要i
Abstractii
誌謝iii
目錄vi
圖目錄vii
表目錄viii
第一章 緒論1
1.1 研究背景與動機1
1.2 研究目的2
1.3 研究範圍3
1.4 研究流程6
第二章 文獻回顧8
2.1 航空站管理文獻8
2.1.1封閉性商業環境8
2.1.2航空站服務8
2.1.3航空站購物14
2.1.4免稅商店18
2.2 灰色系統理論19
2.2.1灰色系統理論概述19
2.2.2灰關聯分析20
2.2.3定量化灰關聯度24
2.3 消費者行為26
2.3.1消費者行為理論26
2.3.2航空站消費者行為31
第三章 研究方法33
3.1 研究架構33
3.2 問卷設計34
3.2.1商品分類34
3.2.2購物目的分類35
3.2.3滿意度問項36
3.2.4問卷架構36
3.3 樣本取得及方法38
3.3.1界定母體38
3.3.2抽樣調查38
3.3.3樣本蒐集與回收38
第四章 資料分析與結果40
4.1 樣本結構分析40
4.1.1旅客在航空站相關資料40
4.1.2旅客的基本資料42
4.2 灰關聯分析與結果44
4.2.1旅客需求與商品關聯度44
4.2.2獨立性分析及旅客分群比較47
4.2.3旅客對航廈商品滿意度分析52
4.3 結果討論56
4.3.1旅客需求與商品關聯度結果討論56
4.3.2商品滿意度結果討論61
第五章 航廈商品建議與未來研究64
5.1 關聯性結論64
5.2 航廈商品建議64
5.3 未來研究65
參考文獻66
附錄:旅客問卷70
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參考網站:
1.台灣桃園國際機場:http://www.taoyuanairport.gov.tw/CKSchi/
2.香港航空站購物網站:
http://www.hongkongairport.com/chi/skyplaza/welcome.htm
3.ACI official website:http://www.airports.org/
4.Skytrax Airline and Airport quality ranking and Skytrax global airline Passenger Forums:http://www.airlinequality.com/
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