| Summary: | 碩士 === 國立屏東商業技術學院 === 休閒遊憩創意產業經營管理研究所 === 98 === The discrete choice model based on the random utility maximization has long been present in economic literature. The data of utility function often are collected by using the Stated Preference (SP).This article explores the consumers’ behavior by the SP analysis. In order to analyze the main factors those consumers consider, this study collects survey data from the customers who had an experience shopping on the online travel agencies. A total of 234 questionnaires were recruited, excluded invalid responders, and 184 were completed. The empirical results of the Multinomial Logit Model (MNL) shows that the model fit is good, at 0.451 level. The three attributes variables of efficiency of responsiveness, efficiency of transaction, and quality of service are significantly positive affected consumers’ behavior of choices in scheduled coach. The elasticity of the three attributes showed that quality of service is the greatest impact, whether the direct or cross elasticity of flexibility. Quality of service will be enhanced the market share of other online travel agencies.
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