臺灣博碩士論文加值系統

隨著經濟發展與國際交流的趨勢下，航空旅客往返各地的運輸需求連帶影響航空產業的發展，在資通訊技術的發展與個人使用行動裝置的普及化下，機場管理當局可利用更「智慧化」與「個人化」的即時訊息服務，如透過行動應用程式推播登機提醒或零售服務優惠訊息，將有利旅客於機場活動的安排，以及改善機場營運方式與零售環境的行銷互動。

零售環境的行為決策研究已證實個體購物動機會受不同因素影響，此外，本次研究的零售環境為機場，其時空背景比一般的較為特殊，個人的購物行為與心理狀態易受到環境影響而不同。然而，過去的研究較少同時考量航空旅客的時間壓力、潛在心理原因與推播訊息之機場購物行為，故本研究將建立潛在變因選擇模式 (Integrated Choice and Latent Variable, ICLV)探討不同知覺時間壓力、潛在因素、社會經濟變數與旅次特性等變數的相關性，來了解航空旅客的購物選擇行為。

本研究針對臺北松山機場國際線出境旅客進行樣本資料蒐集與資料分析，首先會進行航空旅客購物前的心理狀態相關檢驗與分析，再以離散選擇模式分析航空旅客購物活動型態、潛在變數與時間壓力變數等關係，其分析結果可作為機場零售營運的建議或相關研究的參考。

With the trend of economic development and international exchanges, the transportation demand from air passengers all over the world jointly affected the development of the aviation industry. Along with the development of information and communication technology and the popularization of personal mobile devices, airport management authorities can use more “intelligent” and “personalized” instant messaging services, such as boarding reminders or discount messages on retail services through mobile apps, will help the passengers arrange activities during their free time in the airport terminal, and improve airport operating strategies and marketing interaction within the retail environment.

Behavioral decision-making research field in the retail environment has confirmed that individual shopping motivations are affected by different factors. In addition, the retail environment in this study is an airport, where the special temporal and spatial background is more special than usual, and the shopping behavior and psychological state of individuals are easily affected by the environment. However, literatures about air passengers’ shopping behavior fewer simultaneously considered time pressures, psychological reasons and push notifications. Therefore, this study established an ICLV model (Integrated Choice and Latent Variable) to discuss the correlation of different perceptual time pressures, latent factors, socioeconomic variables, and travel characteristics to understand air passengers’ shopping behavior.

This study collected and analyzed the sample data from Taipei Songshan Airport international departure terminal. First, the psychological state of air passengers before shopping were measured and analyzed, and then air passengers’ shopping patterns, latent variables, time pressure variables and others were analyzed by discrete choice models. This analysis results can be used as suggestions for airport retail operations or references for future research.

摘要 I
Abstract II
誌謝 III
目錄 IV
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 4
1.3研究對象與範圍 4
1.4研究流程 5
第二章 文獻回顧 6
2.1旅客於機場的行為 6
2.1.1旅客於機場的活動行為 6
2.1.2旅客於機場的購物行為 6
2.2旅客於機場購物的原因 8
2.2.1旅客於機場購物的動機 8
2.2.2旅客於機場購物的時間壓力 9
2.2.3旅客於機場購物的便利性 10
2.3消費者接收推播訊息與優惠券 11
2.3.1消費者接收推播訊息 11
2.3.2消費者接收優惠券 14
2.4個體潛在心理與行為選擇模式 15
2.5動態選擇模式 17
2.6小結 18
第三章 研究方法 20
3.1研究架構與假說 20
3.1.1研究架構 20
3.1.2研究假說 21
3.2研究變數構面定義 22
3.3調查實施方式 23
3.3.1調查計畫與資料蒐集 23
3.3.2實驗設計 28
3.3.3問卷設計與量表內容 29
3.4資料分析方法 32
3.4.1結構方程模式 32
3.4.2離散選擇模式 33
3.4.3動態選擇模式 34
3.4.4ICLV混合選擇模式 35
第四章 資料分析 38
4.1問卷資料概述 38
4.1.1基本資料、旅次特性資料與機場使用經驗資料 38
4.1.2時間壓力趨勢 42
4.1.3衡量各問項構面分析 44
4.2活動資料概述 46
4.2.1旅客從事活動類型 46
4.2.2旅客購物選擇行為 47
4.3模式檢驗 48
4.3.1旅客特性對潛在變數之差異性分析 49
4.3.2潛在變數構面之相關分析 53
4.3.3潛在變數相關檢驗 54
4.4潛在變數之模式 58
4.4.1路徑分析 58
4.4.2多項羅吉特選擇模式 62
4.4.3混合羅吉特選擇模式 66
4.4.4ICLV混合選擇模式 73
4.5小結 82
第五章 結論與建議 84
5.1研究結果與討論 84
5.2管理意涵 86
5.3研究貢獻 87
5.4研究限制與後續研究建議 87
參考資料 89
附錄一、電子問卷內容 95
附錄二、紙本問卷內容 99
附錄三、機場零售店家代號 101
附錄四、活動資料整理 102
附錄五、航空旅客購物行為：多項羅吉特模式(MNL) 106
附錄六、航空旅客購物行為：混合羅吉特模式(MIX) 109
附錄七、方案相關性之混合選擇模式結果 112
附錄八、航空旅客購物行為：ICLV混合選擇模式(MNL) 116
附錄九、航空旅客購物行為：ICLV混合選擇模式(MIX) 119
附錄十、航空旅客購物行為：ICLV混合選擇模式(中介) 123
附錄十一、航空旅客購物行為：ICLV混合選擇模式(修改後中介) 127

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