金門小三通旅客對多式聯運服務風險知覺之研究

The Perceived Risk of Multi-Modal Transport Service for Passenger through Kinmen Mini-Three-Links

本研究探究小三通旅客對多式聯運服務之風險知覺，並提供風險管理策略予小三通運輸經營業者和使用小三通方式旅運的消費者參考。經由文獻回顧及實地勘查進行風險辨識，擬定五個風險構面及14個風險因素，接著，再設計問卷，對小三通旅客進行風險知覺調查。研究結果顯示：旅客風險知覺最高的構面為「時間的風險」，風險知覺最嚴重的三個因素，分別為「輪船服務品質與我預期不相符」、「飛機航班因天氣因素或其他因素而延遲或停飛」、「輪船班次因天氣因素或其他因素而延遲或停駛」。最後，根據文獻所提供之理論為基礎結合實務狀況，提出風險管理策略建議，提供小三通運輸業者和旅客參考，以期提升業者的服務品質及降低消費者的風險知覺。

In this study, risk perceptions of passengers were investigated in order to provide the mini-link transportation service operators with an appropriate risk management strategy for improving their services. Through literature review and on-site observation, five dimensions of risk with fourteen factors involved were identified. Questionnaire surveys were conducted to obtain the most important risk factors from passengers, point of view. Three most important factors were found from the analysis of questionnaires. They are “unsatisfied service quality of ship＂ ,“delay or cancelation of airplane schedule due to weather or other factors＂ , and“delay or cancellation of ship schedule due to weather or other factors＂ . This research has proposed suggestions for operators and passengers to improve risk management. Finally, suggestions are provided to improve the service qualities for these operators and to reduce the degree of risk perceptions of passengers.