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題名 以TRA模型探討國內旅遊網站--離線體驗及網站類型對網站再訪之影響
An empirical research of domestic travel website base on theory of reasoned action: how offline experience and website classification influence website revisit intention
作者 林姿君
Lin, Tzu Chun
貢獻者 洪叔民
林姿君
Lin, Tzu Chun
關鍵詞 旅遊網站
理性行為理論
離線體驗
商業交易網站
無商業交易網站
日期 2010
上傳時間 3-Sep-2013 14:41:58 (UTC+8)
摘要 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.
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描述 碩士
國立政治大學
企業管理研究所
98355045
99
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0098355045
資料類型 thesis
dc.contributor.advisor 洪叔民zh_TW
dc.contributor.author (Authors) 林姿君zh_TW
dc.contributor.author (Authors) Lin, Tzu Chunen_US
dc.creator (作者) 林姿君zh_TW
dc.creator (作者) Lin, Tzu Chunen_US
dc.date (日期) 2010en_US
dc.date.accessioned 3-Sep-2013 14:41:58 (UTC+8)-
dc.date.available 3-Sep-2013 14:41:58 (UTC+8)-
dc.date.issued (上傳時間) 3-Sep-2013 14:41:58 (UTC+8)-
dc.identifier (Other Identifiers) G0098355045en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/59788-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理研究所zh_TW
dc.description (描述) 98355045zh_TW
dc.description (描述) 99zh_TW
dc.description.abstract (摘要) 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。		zh_TW
dc.description.abstract (摘要) 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.		en_US
dc.description.tableofcontents 第一章 序論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 電子商務的興起及旅遊網站的定義及分類 7
第二節 服務品質與旅遊網站服務品質衡量 11
第三節 滿意度與忠誠度 17
第四節 消費體驗 19
第五節 理性行為理論TRA 22
第三章 研究方法 25
第一節 研究架構 25
第二節 研究變數與假說 27
第三節 操作性定義與問卷設計 30
第四節 問卷設計與發展 34
第五節 調查對象與方式 36
第六節 資料分析方法 46
第四章 資料分析 50
第一節 樣本資料分析 50
第二節 信度與效度分析 55
第三節 驗證性因素分析 56
第四節 結構方程式分析 71
第五節 競爭模型比較 74
第六節 調節效果分析 78
第五章 結論與建議 81
第一節 研究結論 81
第二節 研究貢獻與管理內涵 83
第三節 研究限制與後續建議 85
參考文獻 87
附錄一 研究問卷 97		zh_TW
dc.format.extent 1560830 bytes-
dc.format.mimetype application/pdf-
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0098355045en_US
dc.subject (關鍵詞) 旅遊網站zh_TW
dc.subject (關鍵詞) 理性行為理論zh_TW
dc.subject (關鍵詞) 離線體驗zh_TW
dc.subject (關鍵詞) 商業交易網站zh_TW
dc.subject (關鍵詞) 無商業交易網站zh_TW
dc.title (題名) 以TRA模型探討國內旅遊網站--離線體驗及網站類型對網站再訪之影響zh_TW
dc.title (題名) An empirical research of domestic travel website base on theory of reasoned action: how offline experience and website classification influence website revisit intentionen_US
dc.type (資料類型) thesisen
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資策會資訊市場情報中心，工研院電子研究所(2001)，我國網路旅遊業市場發展概況
翟志剛(1999)，企業如何導入電子商務創造競爭力，資策會系統工程處		zh_TW