本研究以理性行為理論模型(TRA)探討台灣消費者在進行國內旅遊時，從旅遊網站上進行資訊蒐集過程並綜合實際體驗後的網站再訪影響因素。研究分別探討服務品質對網站滿意度、網站滿意度對網站使用使用意願，社群意識對於網站使用意願、離線體驗對於消費意願、網站使用意願對消費意願的影響，並將該旅遊網站收入的分類(亦即商業交易網站及非商業交易網站)作為干擾變數，探討離線體驗到消費意願間的路徑影響。
本研究以三次廠商深度訪談獲得網站使用者習慣的族群分類，並進行兩場針對不同目標族群的焦點團體訪談，搭配Google搜尋國內旅遊網站來找出研究對象的30個國內旅遊網站，本研究透過三項針對不同族群的管道來進行線上問卷發放，共回收309份有效問卷，以結構方程模型進行分析。研究發現旅遊網站的使用者行為符合TRA模型的整體架構，線上服務品質、滿意度以及主觀規範構面的社群意識都會影響消費者再度上該旅遊網站的使用意願，同時離線體驗對於網站的使用意願具有顯著影響，同時網站類別作為干擾變數探討離線體驗到消費意願的影響，研究發現無商業交易網站使用者對此具有顯著影響。基於以上資料分析，本研究提出相關管理意涵與建議，期望提供未來研究者進一步的參考。 / For the perpose of the research, Theory of Reasoned Action model (TRA) is executed for exploring the process of Taiwan online users’ domestic traveling information collection, from travel website info collection, actual journey experience to travel website reuse intention. The research probed into the influence of website service quality to website satisfaction, website satisfaction to website reuse intention, social norms to website reuse intention, offline experience to journey experience revisit intention, website reuse intention to journey experience intention and website reuse intention to actual website reuse behavior, respectively. Website income source is classified into e-commerce travel website and non-ecommerce travel website as a mediator in the research.
The research assorted travel website user habit by three corporate deep interviews. Then the research performed two focus groups triggered at different target groups, integrated with google research results in order to discover 30 largest and most popular Taiwan travel website. By three platforms the research reached target user to launch online questionnaire, and eventually collected 309 effective questionnaires then analyzed through SEM method. The results showed that the domestic travel website users’ behavior well suited TRA model structure. Website service quality, website satisfaction and social norms influence website reuse intention, meanwhile offline experience have influence on users’ website reuse intention as well. For the path analysis from offline experience to journey experience revisit intention, non-ecommerce website users as a mediator have well impact on it. According to the results above, the research brings up business suggestions for future research progress.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0098355045 |
| Creators | 林姿君, Lin, Tzu Chun |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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