交通部運輸研究所Institute of Transportation, MOTC

　　This research seeks to improve our understanding of passengers’ behavioral intention by proposing an integrated framework from the attitudinal perspective. According to the literature in marketing research, we establish a causal relationship model that considers “service quality-satisfaction-behavioral intentions” paradigm, perceived value theory, and switching barrier theory. Exploring passengers’ behavioral intention from satisfaction and perceived value help to understand how passengers are attracted by the company, while switching barriers assist in realizing how passengers are “locked” into a relationship with the current company.

　　Furthermore, because previous studies on the links among these constructs are rather divergent and fragmented, we build structural causal relationships among these factors to explain passengers’ decision processes. Several competing theories are also presented and compared to our research model. In order to capture the nature of service quality, we adopt a hierarchical factor structure which serves service quality as the higher-order factor. In this study, coach industry is selected as our research subject. The empirical results, as hypothesized, show that all causal relationships are statistically significant, and perceived value is the most important predictor of satisfaction and passengers’ behavioral intention. In conclusion, the managerial implications and suggestions for future research are discussed.