觀光產業常被定義為無煙囪工業，世界各國皆善用其景觀及人文資源，積極拓展觀光產業。發展觀光除可賺取外匯，創造工作機會，更具有提升國際交流實質意義。台灣旅遊市場因大陸經濟崛起，大陸來台旅遊人口逐年增加，旅遊市場的蓬勃發展帶動旅遊產品的多元化，學生機票產品應運而生，學生機票服務對象主要為在台50萬學生，提供優惠的學生機票，讓學生有機會參與國際交流、海外教育旅行、體驗外國文化和教育之不同，拓展學生國際視野，本研究以理性行為理論驗證學生購買機票之行為，其目的在了解學生購買學生機票，選擇航空公司的因素為何，作為航空公司參考改進的依據。
本次問卷發放對象為前往美國遊學、留學、打工度假之學生，已預訂機票且完成購票之行為，共送出480份問卷，回收407份有效問卷回收率84%，我們採用SEM測試4種不同的推測。結果證明信任和成本效益會正向影響學生購買學生機票選擇航空公司的態度，主觀規範會正向影響學生購買學生機票選擇航空公司的意圖。

The tourism industry is smokeless industry. Today, the World has become a global village and tries to develop different tourist attractions in different countries. It earns foreign exchange create jobs, more meaningful to enhance international exchanges. Taiwan tourism market due to the peaceful rise of China, The tourist population from China has increased year by year, the rapid development of the tourism market diversification of tourism products, which has emerged of student tickets, so that students may easily involve international travel, study outside of Taiwan, Join international exchange, overseas educational travel , experience foreign cultures , different education and expand students' international perspective, this study use the theory of reasoned action (TRA) to verify the behavior of the students to buy their student tickets, its aim is understanding the students to purchase student tickets the decision factors of Airlines selection, as a suggestion to Airlines improve their policy to the student clients.

480 surveys were distributed to the students who buy their tickets to the United Sates for study, summer study and work and travel, 407 surveys were valid. This yielded a valid response rate of nearly 84 percent. We adopted SEM to test four different hypothesizes. The results indicate Trust and cost effective will positively affect the students to purchase student tickets. Subjective norms will positively affect the students to purchase intention.

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蔡宗宏、許芳銘、池文海。以D&M資訊系統成功模型為基礎發展知識管理系統成功模型之研究 ，88 資管評論 第十四期 民國九十五年三月