行動商務顧客服務因素與市場區隔探討－以台灣高鐵手機快速訂票通關服務為例

The Service Factors and Market Segmentation for Mobile Commerce Customers: An Empirical Study on T Express of Taiwan High Speed Rail

10.6267/JTLS.2013.19(3)4

陳光華(Kaung-Hwa Chen)；楊政樺(Cheng-Hua Yang)

台灣高鐵 ； 行動商務 ； 服務便利性 ； 手機快速訂票通關服務 ； Taiwan High Speed Rail ； mobile commerce ； service convenience ； APP ； T Express

觀光休閒學報

19卷3期（2013 / 12 / 01）

279 - 306

繁體中文

「行動商務」異於現行商務型態且沛然其勢，漸成議題。本研究旨在探討台灣高鐵乘客對於手機App服務因素及相對重視認知。第一階段以質化分析就高鐵員工進行訪談。為能納入顧客聲音，參酌「台灣高鐵T Express-Google Play Android」網站，歸納整理使用者評論。第二階段以量化分析，採站區乘客面訪及網路問卷併行，有效問卷共計523份（97.94%）。分析後得到6個服務因素：決策便利、交易便利、取得便利、使用便利、利益便利及後續利益便利，並以集群分析將受訪者分成重視群、適中群及潛在群。再以「問卷來源」以及「手機購票經驗」兩區隔變數進行6個服務因素差異性分析。研究貢獻在瞭解乘客對手機購票服務因素具相對重視認知外，引出業者應重視各群體之目標市場，並制定行銷策略。

M-commerce has gradually become a popular topic for researches due to its obvious difference from the current commerce patterns and its rapid growth recently. This study aims to investigate those passengers' cognitions on the significance of mobile ticketing APP in terms of service factors while travelling on Taiwan High Speed Rail (THSR). To identify the service factors of mobile ticketing APP better, the qualitative analysis methods are initially employed in this study to interview the employees both from the management units and frontline execution units separately. Apart from this, in order to echo the voices of customers, this study collects comments from customer feedback forum on THSR official website for those using the ＂T Express Mobile Ticketing Service＂ and categorizes them into the service factors of mobile ticketing APP. The next step, this study mainly focuses on quantitative analyses. This research is conducted by both face-to-face passenger interviews and on-line questionnaires. Total of 523 valid questionnaires were collected, with a valid return rate of 97.94%. Therefore, six service factors of mobile APP ticketing are obtained from the analysis results: decision convenience, transaction convenience, access convenience, use convenience, benefit convenience and post-benefit convenience. This study also adopts cluster analysis to divide the subjects into three groups: high priority, moderate and potential group, and summarizes the characteristics and differences among these three groups. Moreover, six-factor differentiation analysis is conducted by the segmentation variables from both ＂questionnaire source＂ and ＂mobile purchasing experience＂. The research contributions are to understand passengers' perception of importance of the service factors of mobile ticketing, to attract business operators' attention to the target market and to develop marketing strategies.

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