臺灣地區航空旅客國際機場消費行為模式之研究

Modeling the Shopping Behavior of Air Passengers at International Airports in Taiwan

以往雖有若干研究針對國際機場旅客消費議題分析，惟欠缺以行為模式進行印證，本研究蒐集臺灣地區航空旅客在北南兩大國際機場之實際消費資料，以二元羅吉特模式及截斷式Tobit模式分析旅客消費決策及消費金額與潛在影響因素之關係，使成果更具理論基礎。模式分析將旅客區別為計畫性與衝動性兩類消費傾向，結果發現旅客若對機場消費特性知覺強，則將提高其在機場消費之機會，特別是人員服務佳會促進衝動性消費旅客消費金額之增加（有消費前提）。此外，若干個人特性與旅行特性變項，對影響計畫消費或衝動消費旅客之消費意願及金額有不同的趨勢。旅客花費在消費的時間愈久，則其消費金額也將愈高。最後，以自用或紀念，或是送禮、託購等之消費，對計畫消費旅客或衝動消費旅客來說，部分正向影響消費金額。本研究成果可供機場及商店營運者之參考。

Understanding air passengers’ shopping behavior at airports is one of theimportant issues for airport operation. A few studies in the past had investigatedthis issue, and there is a need to further explore the use of behavioral modelingtechniques for analysis. This paper collected data of Taiwanese passengers’shopping behavior at the two primary international airports in Taiwan - TaiwanTaoyuan International Airport and Kaohsiung International Airport, andadopted binary logit model and truncated Tobit model to model the shoppingbehavior of air passengers and their shopping amount. We further segmentedthe samples into two categories: pre-planned shopping passengers andimpulsive shopping passengers. The model results reveal that if passengers havehigh perceptions on airport shopping, they will be more willing to shop atairports. Good employee services could particularly increase impulsiveshopping passengers’ shopping expenditures (if they decide to shop). Certainvariables related to passengers’ background and travel characteristics havereverse impacts on shopping decisions and shopping expenditures for eitherpre-planned shopping passengers or impulsive shopping passengers. Ifpassengers spend more time on shopping, their expenditures will be more.Finally, if passengers shop items for self-use or memories, for gift giving, or forothers asked, the spending will be higher for both groups of passengers. Thefindings have implications for airport and shop operators.