Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/97276
標題: 台灣消費者對低成本航空公司服務偏好之研究
A Study of Consumers’ Preferences for Services Provided by Low-Cost Carriers
作者: 李庭葦
Ting-Wei Li
關鍵字: 聯合分析法
選擇試驗法
低成本航空
願付價格
Conjoint Analysis
Choice Experiment
Low-Cost Airline
Willingness-to-Pay
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摘要: 近幾年來,低成本航空的加入改變了國內的航空市場結構,我國低成本航空公司的總載客人數由2011年僅約七十九萬人,至2015年旅客量已達到約四百六十萬人,成長超過五倍,另外,市占率部分,由2011年的2.5%到2015年的9.8%,低成本航空公司的成長,使得傳統航空公司面臨競爭挑戰。而雖然我國市占率逐年增加,但其他國家的平均市占率約為20%,新加坡更是高達28%,相較之下,我國的低成本航空市場仍有成長空間,為了提升競爭力,本論文探討乘客對於各種低成本航空服務的偏好,研究結果可供經營者做為營運策略參考,其能獲取更大的利潤,拓展市場與國外業者競爭。 本研究採用聯合分析法中的選擇試驗法,屬性包含「票價」、「機上餐飲」、「座椅距離」、「提供直飛服務」、「提供航班延誤賠償」及「機上Wi-Fi」。研究結果顯示,提供直飛服務(DIR)的願付價格額度最高,消費者願意多支付新台幣8,815元購買此項服務。第二高金額為座椅距離(CH),消費者願意多支付新台幣5,767元加購買。其他依次排序為機上餐飲(MEAL)、機上Wi-Fi(WF)及提供航班延誤賠償(COM),願付價格依序為新台幣4,156元、3,138元及2,666元。另外,本研究亦加入社經背景,探討不同社經條件下,願付價格的差異。實證結果顯示,平均年收70萬以上且不曾搭過低成本航空的族群對於機上餐飲(MEAL)、座椅距離(CH)、直提供直飛服務(DIR)及提供航班延誤賠償(COM)的願付價格較高,平均年收70萬以下且不曾搭過低成本航空的族群對於機上Wi-Fi(WF)的願付價格為最高。
In recent years in Taiwan, the entry of low-cost carriers has changed the structure of domestic aviation market. The total carrying capacity in terms of passenger volume of low-cost carriers experienced a tremendous increase from about 790,000 in 2011 to about 4.6 million people in 2015, denoting a more than five-fold growth. In addition, the market share increased from 2.5% to 9.8% during the same period. However, compared with Singapore, which has a market share of 28%, and the average market share of other countries at 20%, the low-cost aviation market in Taiwan still has room for growth. To enhance the competitiveness of Taiwan’s aviation market, this study aimed to explore consumers’ preferences for services provided in low-cost carriers. For analysis, we used the choice experiment to conduct the questionnaire. The attributes studied in this research included fare (P), in-flight meals (MEAL), seat pitch (CH), non-stop flight services (DIR), compensation in case of delay (COM) and Wi-Fi services (WF). The results revealed that the willingness-to-pay (WTP) for DIR was the highest, and consumers were willing to overpay NT $8,815 for purchasing this service. The second was CH, for which consumers overpaid NT $5,767. This was followed by MEAL(NT $4,156), WF(NT $3,138) and COM (NT $2,666). Moreover, the study also added socioeconomic attributes to explore the WTP in different socioeconomic attributes statuses. The results also indicated that passengers with an annual income of more than NT $ 700,000 and who had traveled by low-cost carriers were the ones willing to pay more for MEAL, CH, DIR and COM. In contrast, passengers with an annual income less than NT $ 700,000 and who had never traveled by low-cost carriers were willing to pay more for WF. The study findings may serve as references for Taiwanese airline operators for them to reach greater profits and contribute toward the expansion of the foreign market of the aviation industry.
URI: http://hdl.handle.net/11455/97276
文章公開時間: 10000-01-01
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