近年來國人海外旅遊市場之廣大需求量已帶動了旅行業之成長，綜合旅行社為拓展 其行銷通路，必須靠甲種旅行社增加其業務量。因此，本研究嘗試應用羅吉特模式（ Logit Model ）於甲種旅行社對綜合旅行社各種行銷情境因素的評估和選擇行為予以探討。透過實 證資料建立其購買行為模式，同時進行市場佔有率之預測及策略敏感度分析。研究結果發現 ，與綜合旅行社訂有簽約計畫之甲種旅行社，其重視之屬性依序為合作經驗、顧客的特殊需 求與業務人員服務態度；未簽約之甲種旅行社則較重視私人關係、佣金獎勵計劃與價格低廉 因素。

　　　　　In recent years, the considerable domestic demands of overseas travel have brought growth to the travel industry. To expand their marketing channels, general travel agencies must rely on the A type travel agencies to increase their own businesses. Therefore. This study is an attempt to investigate the application of the Logit model in A type agencies' assessment of various marketing context factors by the comprehensive agencies, and their buying behaviors. A model of purchase behavior was also established to understand the variables effecting the purchase decisions by A type agencies' organizational buying. Finally, the model established was used to conduct the prediction of market shares and the analysis of strategy sensitivity, which can provide references for management planning the strategy study to comprehensive travel agencies.