臺灣博碩士論文加值系統

機上餐點浪費是航空業不容輕忽的問題，為此，已有不少航空公司開始推行預選機上餐點服務，請旅客搭機前預先選餐以控制備餐量，減少浪費。不過，相關文獻指出旅客對預選機上餐點服務所知仍有限，加上此預選機上餐點服務大都僅提供給商務艙旅客使用，故航空公司如欲推廣此一服務，達到掌握旅客餐飲需求、經準備餐的目的，仍有努力空間。本研究應用輕推理論中之五種訊息框架，分別是獲得、損失、同儕效應、具體解決與抽象解決，來探討這些不同的訊息框架影響航空旅客預選機上餐點意願。透過蒐集327位航空旅客之樣本進行分析，結果發現旅客對機上餐點的知覺品質以及機上餐點對旅客的重要程度顯著影響旅客使用預選餐點服務之意願，其中機上餐點的重要程度在「知覺品質對預選意願」之關係中具中介效果，女性又較男性更願意使用此預選餐點服務，搭乘傳統航空的旅客之預選餐點意願也較高。此外，五種訊息框架對於旅客預選餐點之意願皆有不同程度之干擾效果，其中從獲得、具體解決與抽象解決等三種觀點之訊息框架所提供之訊息顯著提升旅客預選餐點意願，又獲得與抽象解決框架的效果顯著優於損失與同儕框架。本研究結果可供航空公司推廣預選機上餐點服務之參考。

Airline food waste is an unignorable issue within the aviation industry. To tackle this issue, many airlines have started to implement the pre-order service of in-flight meals. Passengers are asked to pre-order meals before boarding the flight so that the airlines can prepare the exact amount of meals for passengers’ needs to reduce food waste. However, some literature pointed out that passengers still have limited awareness about the in-flight meal pre-order service, and most of this pre-order service is only provided to business class passengers. Therefore, if airlines are going to promote the pre-order meal service to fully understand the passengers’ needs for food and reduce food waste, there is still room for effort. This study uses five message frames in nudge theory, namely gain, loss, peer effect, concrete solution, and abstract solution, to explore how these different message frames affect airline passengers' intention to use the pre-order in-flight meal services. Through the analysis of a sample of 327 air passengers, it was found that the perceived quality of in-flight meal to passengers and the importance of in-flight meals to passengers significantly affects passengers' intention to use the pre-order meal services. The importance of in-flight meals to passengers has a mediating effect in the relationship between "perceived quality of in-flight meal and intention of pre-order meal ". Furthermore, female passengers are more willing to use this pre-order meal service than male passengers , and passengers who take traditional airlines have a higher willingness to pre-order meals. In addition, the five message frames all have varying degrees of moderation effects on passengers' intention to pre-order meals. Among which the information provided by the information frames from the three perspectives of gain, concrete solution, and abstract solution can significantly enhance passengers' willingness to use the pre-order meal services, and the effects of the gain messages and abstract solution messages are significantly better than the loss messages and peer effect messages. The results of this study can provide empirical insights to airlines to promote pre-order in-flight meal services.

摘 要 i
ABSTRACT ii
謝誌 iv
目錄 v
表目錄 viii
圖目錄 x
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3研究範圍與對象 3
1.4研究流程 3
第二章 文獻回顧 6
2.1機上餐飲服務 6
2.2航空公司預選機上餐點服務 9
2.3浪費意識 15
2.4輕推理論 16
2.5訊息框架效應 17
第三章 研究方法 19
3.1 研究架構及假說 19
3.2 研究變量之衡量 21
3.3 研究方法 23
3.1.1問卷分析法 23
3.3.2 訊息框架介入實驗 23
3.3.3分析方法 24
第四章 實證分析 26
4.1問卷樣本統計分析 26
4.1.1社經特性分析 26
4.1.2旅次特性分析 27
4.2問卷題項統計分析 29
4.2.1機上餐點感知態度問項分析 29
4.2.2 預選餐點意願變化及訊息框架問項之分析 30
4.3訊息框架之影響力 33
4.3.1不同訊息框架之有效性 33
4.3.2不同訊息框架之成效差異 34
4.4預選機上餐點意願之影響因素 36
4.4.1因素分析與信度分析 36
4.4.2影響因素之迴歸分析 37
4.4.3不同訊息框架之干擾效果 39
第五章 討論 42
5.1影響旅客預選餐點因素之分析結果 42
5.2訊息框架的成效探討 44
5.3訊息框架的干擾作用探討 45
第六章 結論與建議 46
6.1研究結論 46
6.2建議 47
參考文獻 48
中文部分 48
英文部分 48
網路資源 54
附錄 航空旅客使用預選機上餐點服務之意願調查(獲得框架問卷為例) 58

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