航空服務屬性特徵價格分析——以臺北往上海為實證航線

Hedonic Pricing Analysis for Airline Services - Illustration of Taipei-to-Shanghai Route

本研究利用特徵價格法分析航空服務產品價格與服務特徵之間的關聯性，並以臺北往上海航線為實證範圍，藉此瞭解旅客對每個航空服務特徵的願付邊際價格。經實證分析，本研究發現航空服務產品的價格與其特徵間呈半對數之直線函數關係；而與價格有顯著因果關係之服務特徵包括航空公司國籍 (品牌)、直飛服務、經濟艙等、來回航程、每週提供航班天數、最長停留天數限制、最短停留天數限制、適用出發期間與轉機機場。這些服務特徵中，以直飛服務特徵對價格的影響力最為顯著，而其邊際價格也顯示直飛服務特徵之隱含價格最高。另外，本國籍航空公司的邊際價格相對較高於中國籍航空公司。最後，在轉機航程前提下，香港轉機之隱含價格亦高於澳門轉機隱含價格。

This study uses the hedonic price method to analyze the relationship between the price of airline service product (airfare) and airline service characteristics, and uses the flight data of Taipei-to-Shanghai to construct the hedonic price function. The analysis finds a semi-log linear relationship is existed between airfare and service characteristics. The significant service characteristics include airline brands, direct flight, round-trip flight, number of days of weekly scheduled operations, the maximum stay limitation, the minimum stay limitation, start over period
limitation, and transferred airports. According to marginal price analysis, compare to the transfer flight service, direct flight service characteristics has the highest implicit price. Further, the marginal price of Taiwanese airlines is higher than that of Chinese airlines. Finally, implicit price of transferred airport at Hong Kong is higher than that of transferred airport at Macau.