應用計劃行為理論探討機場旅客之購物行為─以桃園國際機場為例

Abstract

機場從過去只是純粹提供航空運輸服務的場所，到如今開始因應旅客需求提供精緻、多元化的商業服務，無非是希望藉此刺激旅客在機場的消費力，來提升機場的收益。因此，旅客在機場的消費行為便成為機場營運管理的一項重要議題。儘管旅客在機場消費行為的重要性已獲得重視，但是以理論為基礎，加以系統性探討機場消費行為的文獻卻寥寥可數。 故此，本研究試圖以計劃行為理論為基礎，建構旅客在機場商店購物行為之研究模型，針對桃園機場出境旅客為研究對象，分兩階段進行問卷調查，第一階段共蒐集301筆有效樣本，透過驗證性因素分析衡量各構面的信、效度，並以結構方程模式驗證態度、主觀規範、預期情感反應與知覺行為控制對機場購物行為意圖的直接效果，並以態度作為中介變項的間接效果。第二階段共蒐集105筆有效樣本，運用信效度分析、層級迴歸分析與二元Logistic迴歸分析等統計方法，驗證本研究所提出之各項假設。 研究結果發現：(1) 旅客對機場購物行為的情感態度、正向預期情感反應以及知覺能力對於其購買意圖有正向顯著的關係。(2) 享樂價值與指示性規範會透過情感態度作為中介變項，間接正向顯著影響購買意圖。(3) 環境氣氛對於購後態度有正向顯著的影響，並且購後態度、環境氣氛、決策便利性均為正向影響顧客忠誠度之重要變數，其中以環境氣氛影響顧客忠誠度的總效果最大。最後，根據研究結果，提出各項建議。

From simply offering airline services to providing elaborative and various commercial services, the transportation of airports implies the importance of stimulating purchasing power of travelers to enhance airport revenues. Although the importance of airport retailng has been widely recognized, relevant research has been relatively scarce. This study aims to establish a conceptual model of passenger shopping behavior at airports based on the Theory of Planned Behavior. A two-stage survey was conducted in Taiwan Taoyuan International Airport; 301 and 105 valid questionnaires were collected in the first and second stages, respectively. The reliability and validity of constructs were examined with Confirmatory Factor Analysis while the direct effects of attitude, subjective norm, anticipated affective reaction and perceived behavioral control on purchase intention of passengers and the mediating effect of attitude between subjective norm and purchase intention were examined through Structural Equation Modeling and regression models. The analysis results showed that: (1) Attitude, positive anticipated affected reaction and perceived capacity were significantly and positively related to purchase intention. (2) Hedonic shopping value and injunctive norm exerted a significantly positive influence on purchase intention, which was further mediated by attitude. (3) Environmental atmosphere demonstrated a positive significant effect on after-purchase attitude, which together with atmosphere and decision convenience showed a positive effect on customer loyalty; among which, environmental atmosphere had the greatest effect among them. Finally, the conclusions and suggestions were proposed based on the results.