本研究主要以使用者追求的服務功能為利益變數，針對曾使用國內航空公司線上訂位售票之旅客進行市場區隔之實證分析。問卷調查係在台北松山機場及高雄小港機場進行，共得有效樣本171份。透過因素分析、集群分析及變異數分析，結果發現：受訪旅客採用線上訂位購票之主要原因為便利及價格較低廉兩項。對線上訂位售票之期望服務功能經因素分析並命名可歸納為「核心產品交易功能」、「週邊產品聚合功能」、「會員特惠資訊功能」及「溝通互動功能」等四項因素。另經集群分析結果可將國內航空公司線上訂位售票市場區隔為：『入會核心產品功能群』、『注重產品功能群』、『重視交易安全功能群』與『全方位功能群』等四群。
This study mainly focus on segmenting on-line ticketing market of domestic air passengers using expected service functions as benefit variables. 171 effective samples are obtained from the face-to-face questionnaire survey conducted at Taipei airport and Kaohsiung airport. Through conducting multivariate analyses such as factor analysis, cluster analysis and ANOVA, the main findings of this study include 1.'convenience of use' and 'availability of lower price' are the two main reasons that passengers decide to use on-line ticketing, 2. 'trade function of core product' , 'connecting function of related products', 'special bargain function for members' and 'communicative and interactive function' are the four factors of on-line service passengers expected, and 3. the market of on-line ticketing for air passengers can be identified four segments as 'cluster for membership and core product concerned', 'cluster for product function concerned', 'cluster for trading safety concerned' and 'cluster for comprehensive function of on-line ticketing concerned'.
