新冠疫情時期，知覺旅遊風險、態度與非藥物干預對航空旅行購買意願之影響

The Impact of Perceived Travel Risks, Attitudes and Non-pharmaceutical Interventions on Air Travel Purchase Intention during the COVID 19 Pandemic

本研究以台灣地區18歲以上之居民為研究對象，採用網路問卷調查法，於2023年1至2月經由社交媒體LINE平台進行問卷調查，探討影響航空旅行購買意願之相關因素。研究結果顯示，國人對新冠肺炎疫情的知覺旅遊風險，和其重視非藥物干預呈現顯著正向影響。然而知覺旅遊風險對國人航空旅行的購買意願並未產生影響，也呈現非藥物干預未影響航空旅行的購買意願。態度對國人航空旅行購買意願具有顯著正向影響，並且對非藥物干預呈現負向影響。因此，航空公司和旅行業者應該要致力於加強消費者對航空旅行的正向態度以提升購買意願。本研究結果帶給政府相關單位在面對大流行病時制定應對策略的參考，應採用適時合宜的防疫措施，以降低國人旅遊風險，減輕對國人生活型態和休閒旅遊需求的影響。本研究發現可提供給未來研究者針對不同族群、不同的疫情階段做後續研究的參考。

The research takes residents aged 18 and above in Taiwan as the research objects and adopts an online questionnaire survey conducted from January to February 2023 to explore the factors influencing the air travel purchase intention. The research findings indicate people's perceived travel risk to COVID-19 positively impacted their emphasis on non-pharmaceutical interventions. However, people's perception of travel risk has no significant impact on people's air travel purchase intentions, nor does the non-pharmaceutical interventions affect people's intentions to purchase air travel. Attitude has a significant positive influence on people's intentions to purchase air travel, while it has a negative impact on their emphasis of non-pharmaceutical intentions. Therefore, airlines and travel industries should focus on enhancing customers’positive attitudes towards air travel to increase their willingness to purchase air travel. The findings of this study provide reference for government officials in formulating strategies to address pandemics. Appropriate measures should be implemented to reduce the travel risk for the public and mitigate the impact of people’s life and their travel needs. The findings of this study also provide a reference for future researchers to conduct follow-up studies on other research objects in different stages of pandemics.