在全球化與科技的持續發展浪潮下,人們搭乘飛機是愈來愈普遍的一件事,加上網際網路的蓬勃發展,消費者可以更快速且方便的使用線上機票訂購網站購買到機票,而為了因應消費者的多元需求和變動快速的消費模式,針對顧客的滿意度進行分析與瞭解已成為必要之舉,以能更精確的掌握消費者的需求與市場動向。因此,本研究將從線上機票訂購網站中的交易成本、科技接受度、產品屬性以及服務品質四項因素來探討其對 消費者滿意度的影響。
本研究透過相關文獻探討以及使用SPSS 22.0版本作為資料分析工具,經由研究數據發現,消費者使用線上機票訂購網站時,交易成本是影響滿意度的重要關鍵,其影響最為顯著且正向;科技接受度與服務品質兩項因素,皆對消費者滿意度有正向影響,但影響不顯著;而產品屬性較不被看重,其對消費者滿意度呈現負向影響。本研究期望藉由分析結果協助該產業發掘問題所在與做為行銷參考的依據,進而擬定可行的行銷策略以取得競爭優勢與提升顧客滿意度。

As the result of the continuous development of globalization and the technology, it becomes general for people to take a flight to go one place from another. In addition, the flourish development of the Internet allows people to book flight tickets easily on online flight ticket booking website. In order to satisfy the various need of consumers and rapid change of consumption pattern, a comprehensive understood and analysis of online customer satisfaction is an obvious necessity. By doing so, an industry can meet consumer need and market trend accurately. Hence, this research is trying to discuss the effect of transaction cost, technology acceptance, product attributes and service quality toward customer satisfaction on online flight ticket booking website.
This research uses SPSS version 22.0 as a tool for data analysis. The result shows that the transaction cost is positively and significantly correlated with costumer satisfaction. Furthermore, the technology acceptance and service quality are also positively correlated with costumer satisfaction. However, product attribute, displaying a different pattern, is negatively correlated with costumer satisfaction. Hope this research helps related industries to figure out the operation in the market so as to make viable strategies and promote competitiveness.

目錄 ............................................................................................................................................................. III 表目錄.............................................................................................................................................................V 圖目錄.......................................................................................................................................................... VII
第壹章 緒論......................................................................................................................................................1
第一節 研究背景與動機.....................................................................................................................................1 
第二節 研究目的..............................................................................................................................................3 
第三節 研究流程..............................................................................................................................................4
第貳章 文獻探討..............................................................................................................................................5
第一節 機票線上訂購網站.................................................................................................................................6
第二節 交易成本..............................................................................................................................................9 
(一)交易成本概述 ............................................................................................................................................9 
(二)交易成本的類型 ........................................................................................................................................9 
第三節 科技接受度.........................................................................................................................................12
(一)科技接受模型的意義 ................................................................................................................................12
(二)科技接受模型之各構面定義 ......................................................................................................................13 
(三)科技接受模型國內外相關研究 ...................................................................................................................15 
第五節 服務品質............................................................................................................................................22 
第六節 消費者滿意度.....................................................................................................................................26
第參章 研究方法............................................................................................................................................28 
第一節 研究架構............................................................................................................................................28 
第二節 研究假說............................................................................................................................................29 
第三節 研究變數及操作型定義........................................................................................................................30 
第五節 資料分析方法.....................................................................................................................................35
第肆章 資料分析與結果..................................................................................................................................38
第一節 研究樣本之結構分佈...........................................................................................................................38 
第二節 探索性因素分析..................................................................................................................................42 
第三節 信度分析.............................................................................................................................................51 
第四節 敘述性統計分析..................................................................................................................................52
第五節 獨立樣本 T 檢定 ................................................................................................................................59 
第六節 線性迴歸分析......................................................................................................................................61
第伍章 研究結論與建議..................................................................................................................................65
第一節 研究結論............................................................................................................................................65 
第二節 研究發現............................................................................................................................................67 
第三節 研究限制與建議..................................................................................................................................69
參考文獻 ..................................................................................................................................................... 70 附錄 研究問卷.............................................................................................................................................. 79

表⽬錄
表2- 1 交易成本之類型彙整表 ........................................................................................................... 11
表3- 1 交易成本衡量問項 ..................................................................................................................... 30
表3- 2 科技接受度衡量問項 ................................................................................................................ 31
表3- 3 產品屬性衡量問項 ..................................................................................................................... 32
表3- 4 服務品質衡量問項 .................................................................................................................... 32
表3- 5 消費者滿意度衡量問項 ........................................................................................................... 33
表3- 6 KMO 值評判標準彙整表 ......................................................................................................... 36
表3- 7 CRONBACH'S Α 值判定基準 ..................................................................................................... 37
表4- 1 機票線上訂購平台之消費者性別分布表 ........................................................................... 38
表4- 2 機票線上訂購平台之消費者年齡分布表 ........................................................................... 39
表4- 3 機票線上訂購平台之消費者婚姻狀況分布表 .................................................................. 40
表4- 4 機票線上訂購平台之消費者職業分布表 ........................................................................... 41
表4- 5 交易成本KMO 值與 BARTLETT’S 球形檢定摘要表 ...................................................... 42
表4- 6 交易成本因素分析摘要表 ....................................................................................................... 43
表4- 7 科技接受度KMO 值與 BARTLETT’S 球形檢定摘要表 .................................................. 44
表4- 8 科技接受度因素分析摘要表 .................................................................................................. 44
表4- 9 產品屬性KMO 值與 BARTLETT’S 球形檢定摘要表 ...................................................... 46
表4- 10 產品屬性因素分析摘要表 ..................................................................................................... 46
表4- 11 服務品質KMO 值與 BARTLETT’S 球形檢定摘要表 .................................................... 47
表4- 12 服務品質因素分析摘要表 ..................................................................................................... 48
表4- 13 消費者滿意度KMO 值與 BARTLETT’S 球形檢定摘要表 ........................................... 49
表4- 14 消費者滿意度因素分析摘要表 ........................................................................................... 49
表4- 15 信度檢定摘要表 ....................................................................................................................... 51
表4- 16 交易成本敘述性統計分析表 ............................................................................................... 52
表4- 17 科技接受度敘述性統計分析表 ............................................................................................ 54
表4- 18 產品屬性敘述性統計分析表 ................................................................................................ 55
表4- 19 服務品質敘述性統計分析表 ................................................................................................ 56
表4- 20 消費者滿意度敘述性統計分析表 ...................................................................................... 57
表4- 21 不同性別之受訪者在各構⾯上之獨⽴樣本 T 檢定摘要表 ....................................... 59
表4- 22 交易成本、科技接受度、產品屬性、服務品質對消費者滿意度迴歸分析彙整表
............................................................................................................................................................. 63
表4- 23 本研究之各假說驗證結果彙整表 ....................................................................................... 64

圖⽬錄
圖1- 1 2008-2017 年國際航空旅客運輸量統計（國際民航組織，2018） ................................ 1
圖1- 2 研究流程 ......................................................................................................................................... 5
圖2- 1 SKYSCANNER 的介⾯與功能 ........................................................................................................ 7
圖2- 2 SKYSCANNER 的篩選條件與排序的功能 ................................................................................. 7
圖2- 3 SKYSCANNER 提供之機票來源 ................................................................................................... 8
圖2- 4 科技接受模型(TECHNOLOGYACCEPTANCEMODEL, TAM) .............................................. 13
圖3- 1 研究架構 ...................................................................................................................................... 28

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