| Summary: | 碩士 === 國立交通大學 === 運輸與物流管理學系 === 106 === With revenue structure of and position in tourism for airports changing worldwide, the decision process and information seeking behavior of airport passenger remains an under-researched topic in the domain of both transportation behavior and consumer research. It is therefore the aim of this thesis to propose a choice model integrating conventional mode choice models as well as latent variables under the framework of the Theory of Planned Behavior. The proposed model is then validated with empirical data using structural equation modeling.
Results suggests that: (1) attitude, social norm and perceived behavior control affect spatial exploration intention in a positive and significant manner. (2) Environmental atmosphere, in addition to hedonic shopping value, has positive and significant mediating effects towards spatial exploration intention through attitude. (3) Decision convenience and time pressure, through perceived behavior control as mediating variable, each has a significantly positive and negative effect on spatial exploration intention, respectively. (4) The amount of disposable time in the airport’s lobby has profound positive impact on passengers’ choice of spatial exploration behavior pattern. Finally, evidence-based suggestions are given.
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