臺灣博碩士論文加值系統

摘要
在過去的幾十年裡，非工作活動的閒暇購買需求大量增加。在此同時，由於 資訊和通訊技術的廣泛使用與快速發展，透過電子商務線上購買的便利性使得外 出到商店購買的需求量減少，在美國等發達國家和中國等發展中國家線上交易量 迅速增加中。台灣線上通路的高速成長加上疫情的推波助瀾，帶動 2020 年全年 規模有望創下超過新台幣 800 億元的新高紀錄。

本研究目的，主要針對工作必須經常出國，並在出國空檔時可以有機會選擇 線上購買或店內購買的航空服務人員為研究對象。希望藉由調查，釐清並了解航 空人員在外出差閒暇之餘，線上購買行為是否對外出店內購買的行為產生顯著影 響。

本研究採用問卷調查法方式，主要調查對象以現職航空機師與服務人員為主， 共計發放 500 份問卷，回收 300 份，扣除無效問卷 4 份，有效問卷共計 296 份， 問卷回收率為 59.2%。研究結果顯示，發現疫情前後機師線上購買頻率平均數明 顯高於空服員，疫情後空服員店內購買頻率平均數明顯高於機師。疫情前線上購 買頻率對疫情前店內購買頻率有正向的影響。疫情後線上購買頻率對疫情後店內 購買頻率有負向的影響。就實務上的建議，所提出的線上購買模型可用於未來研 究的大量解釋性數據。這將使零售營銷人員能夠有效地優先考慮線上購買的好處對用戶使用網路意願影響非常大。

關鍵詞: 航空服務人員、線上購買、店內購買

ABSTRACT
In the past few decades, the demand for leisure shopping for non-work activities has increased tremendously. At the same time, due to the widespread use and rapid development of information and communication technology, e-commerce such as online shopping that no longer needs to go out shopping, and it is rapidly increasing in developed countries such as the United States and developing countries such as China. The rapid growth of Taiwan's online channels and the spread of the epidemic will drive the full-year scale of 2020 to reach a new record of more than NT$80 billion.

The purpose of this research is to survey those airline pilots and flight attendants who work abroad frequently and have the opportunities to choose online shopping or in-store shopping options when they go abroad. Through the investigation, we can clarify and understand whether the online shopping behavior of airlines personnel has a significant impact on the behavior of in-store shopping during their leisure time.

This study uses a questionnaire survey method. The main subjects of the survey are airline pilots and flight attendants. 500 questionnaires were issued, 300 copies were returned, 4 invalid questionnaires were deducted, and a total of 296 valid questionnaires were obtained. The questionnaire response rate was 59.2%. The results of the study showed that the average number of online purchases by pilots before and after the epidemic was significantly higher than that of flight attendants. After the epidemic, the average frequency of flight attendants shopping in-stores was significantly higher than that of pilots. The frequency of online shopping had a positive impact on the frequency of shopping in-stores before the epidemic. The frequency of online shopping after the epidemic has a negative impact on the frequency of shopping in-stores. In terms of practical suggestions, the online shopping model proposed can be used for a large amount of explanatory data for future research.

This will enable those retail marketers effectively prioritize the benefits of online shopping and have a huge impact on user’s desire in use of Internet.

KEYWORD:
Airline Pilot and Flight Attendant, On-Line Shopping, In-Store Shopping

目錄
摘要............................................................................................. i
ABSTRACT....................................................................................ii
致謝辭.......................................................................................... iv
目錄............................................................................................. v
表目錄.......................................................................................... vi
圖目錄.......................................................................................... vii
第一章 緒論........ .................................................................... 1
第一節 研究背景..................................................................... 1
第二節 問題陳述..................................................................... 2
第三節 研究目的..................................................................... 2
第四節 研究範圍與限制............................................................ 3
第五節 研究方法與步驟............................................................ 3
第六節 名詞解釋..................................................................... 3

第二章 文獻探討.....................................................................5
第一節 航空服務人員之休閒相關研究.......................................... 5
第二節 線上購買..................................................................... 7
第三節 店內購買行為............................................................... 20

第三章 研究設計.....................................................................24
第一節 研究架構.....................................................................24
第二節 操作型定義與衡量工具...................................................24
第三節 研究假設.....................................................................27
第四節 樣本與資料收集............................................................30
第五節 資料分析方法...............................................................31

第四章 研究結果與分析............................................................33
第一節 描述性統計分析............................................................33
第二節 平均數差異分析............................................................41
第三節 相關分析.....................................................................53
第四節 迴歸分析.....................................................................55

第五章 結論與建議...............................................................58
第一節 研究結論.................................................................. 58
第二節 管理實務建議............................................................ 61
第三節 研究限制與研究建議................................................... 62

參考文獻 中文文獻....................................................................................63
西文文獻................................................................................. 66
附錄一.................................................................................... 72
表目錄 表 2-1 表 2-2 表 2-3 表 2-4 表 4-1 表 4-2 表 4-3 表 4-4 表 4-5 表 4-6 表 4-7 表 4-8 表 4-9 表 4-10 表 4-11 表 4-12 表 5-1
航空服務人員休閒研究彙整................................................ 6
台灣十大網路購買電商平台排名名單.................................... 8
國內線上購買研究彙整...................................................... 15
國內有關店內(in-store)研究彙整....................................... 22
問卷發放及回收情形表...................................................... 33
描述性統計分析表............................................................ 36
性別對各變數之獨立樣本 T 檢定分析表................................. 41
教育程度對各變數之獨立樣本 T 檢定分析表........................... 43
工作類別對各變數之獨立樣本 T 檢定分析表........................... 44
國籍對各變數之獨立樣本 T 檢定分析表................................. 45
不同年齡之平均數差異分析表............................................. 47
不同收入之平均數差異分析表............................................. 49
不同婚姻狀態之平均數差異分析表....................................... 50
同住人口數之平均數差異分析表....................................... 51
Pearson 相關係數............................................................55
人口變數與疫情前後線上購買頻率對店內購買頻率之廻歸分析. 57
本研究假設驗證結果......................................................... 58

圖目錄
圖 3.1 研究架構........................................................................ 24

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