臺灣博碩士論文加值系統

The daily growth of the internet and electronic ticketing has become an integral part of airline companies’ strategy to increase profits through better customer service. The internet has changed the way corporations to conduct business with consumers who are increasingly expecting higher service quality, time pressures and convenience. Electronic ticketing (E-ticketing) is experiencing rapid growth in Mongolia. This study investigates Mongolian customer’s satisfaction with the online purchasing experience by using the Technology Acceptance Model (TAM) and D&M model. Customer satisfaction factors includes, ease of use, website design, payment security, interactivity, and information quality of the website. Data were collected from 189 passengers of the three airlines; MIAT Mongolian airline, AeroMongolia, and Eznis Airways. The results show that, interactivity, payment security and ease of use that significantly affect satisfaction with the e-ticketing experience of air travelers in Mongolia.

Abstract i
Acknowledge ii
List of Tables vi
List of Figures vii
Chapter I Introduction 1
1.1 Research Background 1
1.1.1 Airline Industry in Mongolia 4
1.1.2 Internet Usage in Mongolia 7
1.2 Research Objective 10
1.3 Research Question 11
1.4 Disposition of the Thesis 11
Chapter II Literature review 12
2.1 Technology Acceptance Model (TAM) 12
2.2 Customer Satisfaction 14
2.3 E-ticketing 15
2.3.1 Benefits of E-ticketing 16
2.4 Factors Effecting Customer Satisfaction in Purchasing Ticket Online 17
2.4.1 Ease of Use 18
2.4.2 Information Quality 19
2.4.3 Website Design 20
2.4.4 Payment Security 21
2.4.5 Interactivity 22
2.5 Summary 22
Chapter III Research Design and Methodology 24
3.1 Research Hypotheses 24
3.1.1 Relationship between Ease of Use and Customer Satisfaction 24
3.1.2 Relationship between Information Quality and Customer Satisfaction 24
3.1.3 Relationship between Website Design and Customer Satisfaction 25
3.1.4 Relationship between Payment Security and Customer Satisfaction 26
3.1.5 Relationship between Interactivity and Customer Satisfaction 27
3.2 Research Framework 27
3.3 Measurement and Scale 28
3.3.1 The Factors of Items and Measurements 29
3.4 Sampling Design and Data Collection 30
3.5 Data Analysis Technique 31
3.5.1 Descriptive Statistics 31
3.5.2 Validity and Reliability Test 32
3.5.3 Correlation Analysis 32
3.5.4 Multiple Regression Analysis 33
Chapter IV Analysis and Result 34
4.1 Basic Statistic Analysis 34
4.1.1 Demographic Characteristics 34
4.2 Validity and Reliability Tests 36
4.3 Descriptive Analysis 37
4.3.1 Evaluation of Ease of Use 37
4.3.2 Evaluation of Information quality 37
4.3.3 Evaluation of Website Design 38
4.3.4 Evaluation of Payment Security 39
4.3.5 Evaluation of Interactivity 40
4.3.6 Evaluation of Customer Satisfaction 41
4.4 Correlation Analysis 41
4.5 Multiple Regression Analysis 42
4.6 Summery 44
Chapter V Discussion and Conclusion 46
5.1 Discussion 46
5.2 Conclusion and Suggestion 50
5.3 Research Limitation and Future Research 52
REFERENCES 53
APPENDIX 58

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Websites
1. http://www.apipcorp.com/?gclid=COmkhdLVn68CFUJMpgod2REHcw
2. http://aeromongolia.mn/
3. http://miat.com/
4. http://eznisairways.com/
5. http://www.imf.org/external/index.htm
6. World Bank annual report. (2012). Retrieved from http://www.tradingeconomics.com/mongolia/internet-users-wb-data.html
7. Statistic of Population and Housing Census. (2010). Retrieved from www.nso.mn
8. Statistic of Mongolian Civil Aviation Authority. (2010). Retrieved from http://www.mcaa.gov.mn/index.php/page/23
9. World Travel and Tourist Council’s (WTTC) Economic impact Mongolia. (2012). Retrieved from http://www.wttc.org/research/economic-impact-research/country-reports/m/mongolia/
10. Mongolia’s National Tourism Centre (MNTC). (2012). Retrieved from http://www.mongoliatourism.gov.mn/
11. International Air Transport Association Annual Report. (2007). Retrieved from http://www.iata.org/about/Documents/ar2007.pdf
12. Frontier Securities data. (2012). Retrieved from http://www.frontier.mn/
13. Statistics of the Information Communications Technology and Post Authority of Mongolia (ICTPA). (2011). Retrieved from http://www.ictpa.gov.mn/en/