全球的航空產業面對不斷上升的油價、人事成本以及低價航空的激烈競爭，因此，航空公司迫切希望了解消費者對航空服務的需求，藉此穩固顧客的忠誠度。近幾年來網路空間已經成為企業了解消費者最經濟、最有效率的途徑。然而，回顧過去有關於航空公司的服務品質文獻當中發現，線上口碑研究在航空公司的服務品質領域上卻是少之又少，因此本研究選擇全台灣最大的旅遊論壇─背包客棧，對其進行網路留言的分析，試圖找出 (a) 論壇使用者對各航空公司的熱門服務討論話題 (b) 論壇使用者對各航空公司服務項目的滿意度 (c)不同性別的論壇使用者之熱門服務討論話題以及滿意度 (d) 不同發文等級的論壇使用者之熱門服務討論話題以及滿意度。結果發現，第一：不同性別以及發文程度的使用者的確關心不一樣的話題；第二：「回應性」是航空公司最應該加強的服務構面；第三：重大事件對線上口碑的影響甚鉅。 本研究的貢獻在於找出各航空公司的線上口碑評價，並提出可將「票價」、「形象」兩項構面納入未來研究服務品質的構面當中。

The global aviation industry is facing increasingly severe test for the rise in oil prices, personnel cost, and intense competition of budget airlines. Therefore airlines are eager to understand the consumer demands of aviation services to a solid customer loyalty. Cyberspace has become the most economic and efficient way for enterprises to understand consumer needs in recent years. However, there are rarely literatures focusing on online word-of-mouth research of airline service quality. In our research, we selected the largest tourism forum in Taiwan named “Backpacker.com” to analyze their messages which relate to flight experience on this forum. The purpose of this research aims to (a) popularity of each airlines. (b) satisfaction of each airlines. (c) popularity and satisfaction of gender. (d) popularity and satisfaction of user grade. The results of research reveal that the paper, 1st, gender and user grade are have significant difference of popularity and satisfaction. 2nd, each airlines should be strengthened one important dimension is "Responsiveness". 3rd, major event has a huge impact of online word of mouth. The contribution of this study is to identify the various the airline online reputation evaluation, and proposed the "ticket fare", "image" for future research.

參考文獻
網頁部份
交通部觀光局 (2010)「中華民國99年國人旅遊狀況調查」 http://admin.taiwan.net.tw/public/public.aspx?no=315
背包客棧
http://www.backpackers.com.tw/forum/
维基百科，自由的百科全書 ─ Skytrax
http://zh.wikipedia.org/wiki/Skytrax
维基百科，自由的百科全書「背包客棧」http://zh.wikipedia.org/wiki/%E8%83%8C%E5%8C%85%E5%AE%A2%E6%A3%A7

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