本研究旨在探討航空旅客之網路購票選擇行為以及其影響因素，並以台南往返台北之航空旅客進行實證分析，透過二項羅吉特模式建立網路購票需求模式。研究結果發現：（1）航空旅客對網路購票通路之需求使用比例尚不及15%，探究其因，主要是多數旅客仍對網路交易之安全性不具信心，以及多數旅客希望有較高之行程規劃彈性；（2）機票價格、網路交易安全服務因素、旅客之旅次特性，以及旅客以往使用網路購票之經驗（次數）等變數，是影響網路購票需求的顯著變數；（3）航空公司與購票網站若能提供更具競爭力之機票價格、持續地提昇網路交易安全、鼓勵旅客對網路購票之使用，將是增加網路購票需求量之有效做法；（4）航空公司與購票網站應可就現行之網路購票行銷策略再加以檢討，以提供更符合旅客行程規劃彈性需求，以及更完善之臨櫃配套服務措施。

The purpose of this study was to analyze the influencing factors on airline passengers’ choice behavior of on-line ticketing. It focused on the passengers’ ticketing behavior in the route of Taipei-to-Tainan and applied the binary logit model to construct an on-line ticketing demand model. The findings included: (1) the usage of on-line ticketing is still under 15% for the time being, because most respondents were not confidence with the transaction security of Internet as well as they preferred more flexible tour schedules; (2) the significant influencing variables on the on-line ticketing demand were ticket price, Internet transaction security, passengers’ trip characteristics as well as passengers’ experiences of using on-line ticketing; (3) competitive pricing, transaction security upgrading and encourage passengers to use on-line ticketing were the effective ways of motivating the on-line ticketing demand; (4) airline and ticketing website should re-exam the marketing strategies of on-line ticketing in force to fit passengers’ needs of flexible schedules and provide on-line ticketing passengers more consummate services at the airline check-in counters.