| Summary: | 碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 101 === The tourism industry is smokeless industry. Today, the World has become a global village and tries to develop different tourist attractions in different countries. It earns foreign exchange create jobs, more meaningful to enhance international exchanges. Taiwan tourism market due to the peaceful rise of China, The tourist population from China has increased year by year, the rapid development of the tourism market diversification of tourism products, which has emerged of student tickets, so that students may easily involve international travel, study outside of Taiwan, Join international exchange, overseas educational travel , experience foreign cultures , different education and expand students' international perspective, this study use the theory of reasoned action (TRA) to verify the behavior of the students to buy their student tickets, its aim is understanding the students to purchase student tickets the decision factors of Airlines selection, as a suggestion to Airlines improve their policy to the student clients.
480 surveys were distributed to the students who buy their tickets to the United Sates for study, summer study and work and travel, 407 surveys were valid. This yielded a valid response rate of nearly 84 percent. We adopted SEM to test four different hypothesizes. The results indicate Trust and cost effective will positively affect the students to purchase student tickets. Subjective norms will positively affect the students to purchase intention.
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