| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 101 === M-commerce is different from the current business patterns and rapidly growing. 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). In order 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 second stage is mainly based on quantitative analysis, and the study object are which have had the experience of taking Taiwan High Speed Rail customers, interviewing the travelers who are in the Taiwan High Speed Rail station area. At the same time in the second stage, the study proceeds the internet questionnaires. After deleting the 13 invalid questionnaires, there are 523 effective questionnaires in total; the usable rates are 97.94%. The analysis results 6 mobile ticketing service factors which are “decision convenience”, ”transaction convenience”, ”access convenience”, ”using convenience”, ”benefit convenience” and ”post-benefit convenience”. This study also adapts 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. The contributions of the research are to understand passengers’ perception of importance of the service factors of mobile ticketing, and to attract business operators' attention to the target market, and then to develop marketing strategies. Finally, based on management implications of the study findings, some suggestions were discussed.
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