臺灣博碩士論文加值系統

低成本航空始於1947年，其所提供之營運模式全服務航空截然不同。低成本航空強調的是「票價低廉」，全服務航空主要優勢是「票價低廉」，兩種不同經營模式會影響旅客選擇航空公司的行為。低成本航空的引進提供了非常優惠之票價，吸引對於票價較為敏感的旅客，導致傳統航空公司在航線上的市場佔有率顯著受到影響。當顧客的消費行為改變時，評估他們的行為的特質也就越顯得重要。本研究主要探討低成本航空與全服務航空的旅客選擇行為，以及定義會影響旅客選擇航空公司的重要因素。研究主要採用敘述性偏好實驗法，並使用多種羅吉特模式做參數的評估。研究結果顯示潛在群體一般化巢式羅吉特結合誤差成分與隨機參數之混合羅吉特模式的模式解釋能力皆優於潛在類別與隨機參數羅吉特模式。而潛在群體一般化巢式羅吉特則優於混合羅吉特。一般來說，旅客願意支付較高的金額享用較佳的機上懦慾徆鰷掑H員服務。根據上述之結果航空公司可針對關鍵屬性擬定改善策略已提升市場佔有率，並提供差異化之服務水準以獲得競爭優勢。

Since 1947, a new business model has emerged in the airline industry to offer a significantly different service from full-service airlines. Low cost airlines emphasize "low fares" while the main advantage of full-service airline is "service quality". Two different business models provide more choices for passengers. However, the traditional airlines have suffered losses in market shares due to the entrance of low-cost airlines that provide special preferential fares to attract passengers. When consumers’ behavior and circumstances of airlines were competition changed, assessment of their nature becomes important. Therefore, this research explores consumers’ choice behavior between full-service and low cost airlines in Taiwan, and identifies the important variables affecting airline choice. Stated preference data were collected to establish the airline choice model. The results showed that the latent class-generalized nested logit and the random parameters-error component logit models are better than the standard latent class and random parameters models. Generally, passengers are willing to pay more for qualitative attributes such as on-board food and on-board personnel attitude. According to these results, air carriers can increase their market shares by improving key attributes and differentiating their level of services from competitors to gain competitive advantage.

誌謝 I
摘要 II
ABSTRACT III
CONTENTS IV
LIST OF FIGURES VI
LIST OF TABLES VII
CHAPTER 1 INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 RESEARCH OBJECTIVES 4
1.3 RESEARCH METHODS 4
1.4 FLOW CHART 5
CHAPTER 2 LITERATURE REVIEW 7
2.1 LOW COST AIRLINE 7
2.2 DISCRETE CHOICE MODEL 9
2.3 INDIVIDUAL HETEROGENEITY 10
2.4 SP EXPERIMENT DESIGN 12
2.5 SUMMARY 14
CHAPTER 3 RESEARCH METHODS 15
3.1 SP EXPERIMENT METHOD 15
3.2 UTILITY FUNCTION 21
3.3 GNL MODEL 21
3.4 ECL MODEL 23
3.5 LC MODEL 24
3.6 RPL MODEL 25
3.7 LC_GNL MODEL 26
3.8 RP_ECL MODEL 27
CHAPTER 4 EMPIRICAL ANALYSIS 29
4.1 THE DATA 30
4.2 DATA ANALYSIS 32
4.3 RESULTS OF MNL 34
4.4 RESULTS OF NL 37
4.5 RESULTS OF GNL 40
4.6 RESULTS OF ECL 42
4.7 RESULTS OF LCM 44
4.8 RESULTS OF RPL 46
4.9 RESULTS OF LC_GNL 48
4.10 RESULTS OF RP_ECL 51
4.11 WILLINGNESS TO PAY 53
4.12 DISCUSSIONS AND MANAGERIAL IMPLICATIONS 54
CHAPTER 5 CONCLUSIONS 57
5.1 STUDY RESULTS 57
5.2 CONTRIBUTIONS 58
REFERENCES 59
APPENDIX 62

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