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    政大典藏 > College of Commerce > MBA Program > Theses >  Item 140.119/118566


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/118566


    Title: 線上訂房網站優惠方案偏好選擇之研究—聯合分析法之應用
    Study on Preference for Online Travel Agency Discount Program-Application of Conjoint Analysis
    Authors: 劉文婷
    Law, Boon-Theng
    Contributors: 樓永堅
    劉文婷
    Law, Boon-Theng
    Keywords: 聯合分析法
    優惠方案
    線上訂房平台
    Conjoint analysis
    Discount program
    Online travel agency
    Date: 2018
    Issue Date: 2018-07-10 15:45:52 (UTC+8)
    Abstract: 網路訂房已成為消費者選擇旅遊及商務住宿的趨勢，訂房平台經營者若能瞭解消費者對訂房促銷方案的偏好及行為模式，將能有助於提升網路訂房平台的行銷價值及經營品質。本研究目的是針對線上訂房平台優惠方案進行調查研究，探討消費者對各方案屬性之相對重要性，以及各變數區隔間消費者對於優惠方案組成要素偏好排序之差異，以提供線上訂房網站未來在設計行銷策略上的建議。本研究採用聯合分析法，透過直交排列法（Orthogonal Arrays）來建立受測體，正式問卷採整體輪廓法呈現。本共發出320份問卷，實際回收307份，其中無效問卷為23份，因此有效問卷為284份，回收率為88.75%。經由統計分析，主要研究發現如下：

    一、 整體受測者屬性偏好依序為： 「折扣方式」、「付款方式」、「附加待遇買貴退差價」、「回饋金方式」、「兌換方式」、「積點方式」。
    二、 以性別、年齡、行業、教育程度、月收入或零用金、國籍、使用線上訂房網站的頻率、網路預訂每晚每個房間的平均消費金額、較常使用網路訂房的目的等作為事前區隔變數，發現每一區隔變數消費者皆最重視「折扣方式」。另外，除了男性消費者、馬來西亞消費者、訂房頻率三個月約一次消費者之外，其他區隔變數消費者都將「積點方式」視為最不重視的屬性。
    三、 以受測者在每個屬性水準上的成分效用值進行事後區隔分群，將整體受測者分為兩群。集群一最重視「付款方式」是否多元化以及是否有買貴退差價之附加待遇，以女性，年齡20-25歲、大學生，零用錢10000元以下，平均每晚每房消費金額約1501元到2500元，訂房頻率一年約一次的族群佔多數。集群二最重視「折扣方式」，在意產品的價格，屬於價格敏感度極高的消費者客群，以女性，年齡21-30歲，大學生，零用金10000元以下，平均每晚每房消費金額約1501元到2500元，訂房頻率一年至少一次以上佔多數。

    最後，本研究根據研究結果進行討論及提出建議，希望能作為網路訂房平台經營者的重要行銷管理參考。


    關鍵字：聯合分析法、優惠方案、線上訂房平台
    Online booking has become a trend for consumers to choose for their travel accommodation. If the operators of online travel agency are able to understand the consumer preferences and behavioural patterns on accommodation booking promotions, it will help to increase the marketing value and operating quality of the online booking platform. The purpose of this research is to investigate the third-party online booking platform discount programs. On top of that, this study also going to explore the relative importance of consumers` attributes for each program, and the differences in the preferences of consumers in different variable compartments.

    In this study, a conjoint analysis method was applied and established a test subject by using Orthogonal Arrays. The formal questionnaire was presented by using the Full-Profile Approach. A total of 300 questionnaires were sent out in this study, and 291 responses were received, which 7 were invalid questionnaires. Therefore, the number of valid questionnaires was 284, and the effective response rate was 94.66%. The main research findings through statistical analysis were listed below:

    (1) The overall subject’s attribute preferences are: "Discount Method", "Payment Method", "Price Match Method","Gold Refund Method","Redeem Method" and "Point Collect Method".

    (2) The pre-segmented variables can be separated into gender, age, industry, education level, monthly income, nationality, the frequency of using third-party booking sites, the average of spending amount for one room and the purpose of using third-party booking sites. It was found that consumers in each segment were most concerned about the "Discount method.". In addition, apart from male consumers, Malaysian consumers, and booking frequencies at least one bookings per three months, consumers in other segments consider the “Point Collection Method” as the least preferences attribute.

    (3) Grouping the subjects into two groups based on the part-worth utility at each attribute level. The most important preferences attribute of the first cluster is "Payment Method" and the second cluster is "Discount Method". The first cluster contains mostly women who age between 20 to 25, college students with monthly income less than NTD 10,000, the average amount spent for one room was between NTD1500 to NTD2500 and booking frequency was about once a year. The second cluster contains mostly women, ages who age between 21 to 30, college students with monthly income less than NTD 10,000, the average amount spent for one room was between NTD1500 to NTD2500, booking frequency at least once a year or more. Finally, this study will make recommendations based on the research results, hoping to serve as an important marketing strategy reference for the online travel agency.


    Keyword: Conjoint Analysis, Discount Program, Online travel agency
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    網路部分
    1. 觀光局行政資訊系統，Retrieved January 27, 2018 from http://admin.taiwan.net.tw/public/public.aspx?no=315
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    105363118
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105363118
    Data Type: thesis
    DOI: 10.6814/THE.NCCU.MBA.027.2018.F08
    Appears in Collections:[MBA Program] Theses

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