航空業的競爭越趨激烈，各航空公司亟欲透過滿足顧客的服務需求來提 升公司的競爭力。本研究探討旅客選位之偏好，並將其界定為位置偏好與鄰 位偏好兩大方向。位置偏好為旅客對機上座位配屬有關之因素，如靠窗或走 道機位等；鄰位偏好則是與鄰座旅客特質有關，如年紀、身形體態與國籍等。 經由問卷設計與抽樣調查，本研究利用敘述性統計呈現旅客在位置偏好重要 性、鄰位偏好介意程度及其等之願付價格；另藉由t 檢定和變異數分析探索不 同特質旅客的偏好差異；同時利用相關分析與迴歸分析建立選位偏好與願付 價格之關聯性。

The competition between airlines becomes more intense. Airlines strongly intend to increase their competitiveness through satisfying customers’ service demands. This study explores the passenger preferences toward seat selection in the cabin. The preferences consist of two categories: seat physical conditions and neighboring passenger conditions. Seat physical conditions include the factors of seat location, such as window or aisle seats, while neighboring passenger conditions include the personal characteristics of neighboring passengers, such as ages, figures and nationalities. This study, through questionnaire design and sampling respondents, presented the preferences of seats and concern levels of neighboring passengers and the willingness to pay by price with descriptive statistics. Then, the t-test and analysis of variance (ANOVA) were applied to distinguish the differences of respondents’ characteristics on the preferences. Furthermore, this study also built up the relationships between the seat selection preferences and willingness to pay by price in terms of correlation analysis and regression models.