企業主提供其高階主管搭乘商務專機之偏好分析：以兩岸市場為例

THE EMPLOYER'S PREFERENCE TOWARD ALLOWING HIS HIGH-LEVEL EXECUTIVES TAKING BUSINESS CHARTER: A CASE STUDY OF CROSS-STRAIT MARKET

商務航空具備私密、效率與靈活的特性，為商務人士所喜愛。而西元2008年臺灣地區與中國大陸簽訂兩岸直航協議後，兩岸除了觀光旅客數量急速增加之外，商務旅客亦逐年增長，故本研究探討影響跨兩岸業務的企業主提供其高階主管搭乘商務專機偏好的因素。研究中針對各型企業有決策權的副總級以上高階主管，以敘述性偏好問卷進行調查，並將蒐集的資料透過二元羅吉特模式分析影響受訪者偏好的因素，並與文獻中員工自身搭乘商務專機的偏好分析做比較，以瞭解不同族群對於商務專機選擇偏好的異同。校估結果顯示，影響企業主選擇提供其高階主管搭乘商務專機的因素包含搭乘費用、商務專機服務特性（節省轉機時間）、旅次目的與企業特性等。本研究亦發現，企業主與員工兩族群對於商務專機的選擇偏好極為一致。此外，以校估所得的模式計算價格彈性發現，企業主選擇商務專機機率的價格彈性受到價格變動的影響。

The benefits of business aviation such as high privacy, high efficiency and high flexibility are cited as the most important factors for choosing it. Additionally, Taiwan and Mainland China signed an agreement to operate direct flights in 2008. Since then, the numbers of leisure travelers and business passengers have dramatically increased in the cross-strait market. Therefore, it is valuable to explore the employer’s preference toward providing his high-level executives to take business charter. Managements at the level of vice president or above in selected corporations are surveyed with stated-preference questionnaires, which are calibrated by a Binary Logit Model to investigate factors that influence their preferences. The results are also compared with the preferences of employees reported in literature to see whether or not the preferences of both groups, namely the employ and the employee, are different. Estimation results reveal that factors such as fare, the specialty of business charter, the purposes of using business charter, and the characteristics of the company have a bearing on the employer’s preference. These factors are very similar to the findings with regard to the preference of the employee reported by other research. Furthermore, this study also calculates the price elasticity of choice probability and finds that elasticities are different at various price levels.