科技的發達與網際網路的蓬勃發展為人們的消費型態帶來了很大的轉變，以往人們僅能透過旅行社或航空公司來購買機票，然而機票訂購平台的出現，使得大眾在購買機票的管道變得更加多元。機票訂購平台的使用，不但可以免費比較票價，更可以為消費者節省大量的查詢時間(如：航班資訊)。此外，消費者也可以利用機票訂購平台從中找到對自己最有利及最適合的航班。上述的這些特點，讓機票訂購平台成為現在許多人在購買機票時會使用的工具。
    故本研究目的在於探討消費者使用機票訂購平台的意願，並探討價格策略、數位行銷與體驗行銷對使用意願之關係以及探討知覺風險在價格策略、數位行銷與體驗行銷對使用意願之關係是否具有中介效果。本問卷以網路進行發放，並利用SPSS 2.0版本統計分析軟體作為本研究之統計工具。本研究之研究結果如下：
一、機票訂購平台之價格策略會正向影響消費者使用意願
二、機票訂購平台之數位行銷會正向影響消費者使用意願
三、機票訂購平台之體驗行銷會正向影響消費者使用意願
四、知覺風險在機票訂購平台之價格策略與使用意願間不具有中介效果
五、知覺風險在機票訂購平台之數位行銷與使用意願間不具有中介效果
六、知覺風險在機票訂購平台之體驗行銷與使用意願間具有中介效果

With the development of the technology and the internet, the way that the public shop has changed a lot. In the past, consumers can only book flight tickets from the travel agency or airlines. However, the emergence of the airline reservations system has made the distribution channel become more diverse. Airline reservations system can not only compare the ticket price but also reduce the time on searching flight information. Besides, customers can find the most suitable flight through the airline reservations system. Based on the points mentioned above, airline reservations system has become a popular tool for the public to purchase the flight tickets.
     The purpose of this study is to explore users’ intention on using airline reservations system, relationships between price strategy, digital marketing and experiential marketing, and whether perceived risk plays a medium role between price strategy, digital marketing, experiential marketing and users’ intention. The survey was conducted on the online survey platform and the collected data was analyzed via IBM SPSS Statistics 22.0. The research conclusion is listed as below:
1. Airline reservations system’s price strategy has a positive effect on users’ intention.
2. Airline reservations system’s digital marketing has a positive effect on users’ intention.
3. Airline reservations system’s experiential marketing has a positive effect on users’ intention.
4. The mediating effect of perceived risk on price strategy and users’ intention does not exist.
5. The mediating effect of perceived risk on digital marketing and users’ intention does not exist.
6. The mediating effect of perceived risk on experiential marketing and users’ intention does exist.

目錄
目錄 i
表目錄 iii
圖目錄 v
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究問題 3
第四節 研究架構 4
第五節 研究流程 5
第二章 文獻探討 7
第一節 價格策略 7
第二節 數位行銷 9
第三節 體驗行銷 15
第四節 知覺風險 17
第五節 使用意願 19
第六節 機票訂購平台 21
第三章 研究方法 25
第一節 研究假設 25
第二節 假設架構 29
第三節 研究設計 30
第四節 變項操作性定義與衡量 33
第五節 資料分析方法 38
第四章 研究結果 40
第一節 樣本結構分析 40
第二節 敘述性統計分析 52
第三節 相關分析 53
第四節 信度分析 56
第五節 效度分析 57
第六節 迴歸分析 60
第七節 假說驗證 69
第五章 結論與建議 70
第一節 研究結論 70
第二節 研究建議 72
第三節 研究限制 75
參考文獻 76
一、中文部分 76
二、英文部分 78
附錄 正式問卷 85

表目錄
表3-3-1 Cronbach’s α係數判斷標準 31
表3-3-2前測問卷各構面之Cronbach’s α值 31
表3-3-3 KMO判斷標準 32
表3-3-4前測問卷各構面之KMO值 32
表3-4-1價格策略衡量問項 33
表3-4-2數位行銷衡量問項 34
表3-4-3體驗行銷衡量問項 35
表3-4-4知覺風險衡量問項 36
表3-4-5使用意願衡量問項 37
表4-1-1有無使用過機票訂購平台之性別統計結果 40
表4-1-2有無使用過機票訂購平台之年齡統計結果 42
表4-1-3有無使用過機票訂購平台之教育程度統計結果 43
表4-1-4有無使用過機票訂購平台之每月可支配所得統計結果 45
表4-1-5使用過的機票訂購平台統計結果 46
表4-1-6使用機票訂購平台之原因統計結果 47
表4-1-7使用機票訂購平台之總次數統計結果 48
表4-1-8最近一次使用機票訂購平台的統計結果 49
表4-1-9最常使用機票訂購平台的目的統計結果 49
表4-1-10是否搭配平台提供的套餐組合 50
表4-1-11套餐組合的使用 50
表4-1-12不使用機票訂購平台之原因統計結果 51
表4-2-1各構面之敘述性分析表 52
表4-3-1相關係數強度大小與意義 53
表4-3-2整體有效樣本相關分析 53
表4-4-1信度分析 56
表4-5-1價格策略之效度分析 57
表4-5-2數位行銷之效度分析 57
表4-5-3體驗行銷之效度分析	58
表4-5-4知覺風險之效度分析	58
表4-5-5使用意願之效度分析	59
表4-6-1價格策略對知覺風險之迴歸分析 60
表4-6-2數位行銷對知覺風險之迴歸分析 61
表4-6-3體驗行銷對知覺風險之迴歸分析 62
表4-6-4知覺風險對使用意願之迴歸分析 63
表4-6-5價格策略對使用意願之迴歸分析 64
表4-6-6數位行銷對使用意願之迴歸分析 65
表4-6-7體驗行銷對使用意願之迴歸分析 66
表4-6-8數位行銷、知覺風險、性別與使用意願之迴歸分析 67
表4-6-9體驗行銷、知覺風險、性別與使用意願之迴歸分析 68
表4-7-1研究假說結果統整 69

圖目錄
圖1-4-1 研究架構 4
圖1-5-1 研究流程	6
圖2-2-1 數位行銷架構 9
圖2-5-1 科技接受模型 20
圖2-6-1 Skyscanner介面 22
圖2-6-2 航班資訊結果 22
圖2-6-3 篩選條件	23
圖2-6-4 排序功能	23
圖2-6-5 飛行服務 24
圖2-6-6 使用者評分 24

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