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題名 體驗式旅遊平台之再購意圖實證研究
The empirical research of repurchase intention in the experiential tourism platform
作者 王耀德
Wang, Yao-Ter Owen
貢獻者 蔡瑞煌<br>季延平
王耀德
Wang, Yao-Ter Owen
關鍵詞 設計科學
服務接觸
再購意圖
使用者體驗
媒合平台
Design science
Service encounter
Repurchase intention
User experience
Matching platform
日期 2018
上傳時間 1-Aug-2018 16:24:06 (UTC+8)
摘要 觀光產業已經從傳統旅行社走向電子商務，加上近年來旅遊的趨勢開始走向自由行及體驗型態的模式，故旅遊的行程內容都需要安排及訂製，一般旅行社已無法滿足旅客需要，所以體驗式旅遊服務的需求未被滿足，若此時市場上能夠出現媒合旅客及提供體驗式旅遊的專家之平台，將可彌補此缺口。因此本研究採用設計科學進行研究，從商業模式分析至系統開發與實做，至發展模型並進行驗證，以確認所發展的體驗式旅遊平台滿足市場需求，使得消費者願意再次回來平台購買遊程服務。
透過學術文獻的理論回顧，本研究設計了概念性驗證模型，來探討消費者的再購意圖。研究結果發現使用者體驗(UX，user experience)以及服務接觸(service encounter)都分別對使用者滿意度造成影響，本研究使用者滿意度分為對平台的滿意度以及對服務的滿意度，且對平台的滿意度亦會影響對服務的滿意度，同時這兩個滿意度都會影響消費者的再購意圖。
研究之結果可提供新創公司作為參考，採用此模式可有效拓展新事業並降低失敗率。當電子商務平台涉及在場域中需要人員之服務時，可參考本研究之發現，需重視服務接觸的三大要點，透過滿足消費的需求，以提高消費者對服務的滿意度，方能產生顧客黏著度，以使消費者時常回到平台上進行再購，亦可產生口碑效應，達成經營效益。
此外本研究亦提供了延伸自設計科學的方法論，透過以設計科學為主軸，經由商業分析來找出市場缺口，並針對該市場缺口發展新商業模式，爾後設計出基於該新商業模式下之系統。且於理論上結合了網路平台與服務之研究，透過採用服務接觸之觀點，將研究從電子商務延伸至與人有關之服務場域，可作為服務型平台的研究者於後續研究之參考。
The tourism industry has transformed from traditional travel agency to e-commerce. In recent years, tourism shows a trend of self-service traveling and experience type. Hence, the contents of traveling need to be arranged and planned in advance. Under this circumstance, traditional travel agency cannot satisfy tourists’ demands, and thus the demand of experience tourism service is still waiting to be met. If there is a platform that can match tourists and professional travel guides who are able to provide experience tours in the market, such gap can be filled. Therefore, this research adopted design science to make a research from business model analysis to system development and practical operation, and then to develop and verify the model so as to confirm if the developed experience tourism platform can meet market demand and attract consumers to repurchase tour service on the platform.
Through literature review, this research designs a model of proof of the concept to explore consumers’ repurchase intention. The research results discovered that both user experience (UX) and service encounter have an influence on user satisfaction. This research classifies user satisfaction into platform satisfaction and service satisfaction. In addition, satisfaction on platform will affect the service satisfaction, and both kinds of satisfactions will influence consumers’ repurchase intention.
The research results can provide a reference for start-up companies. Using this model will start new business effectively and reduce the failure rate. When e-commerce platform involves service staffs in the field, the findings of this research can be referred. There are three major points that should be brought to the forefront in service encounters. Improving consumers’ satisfaction on service through satisfying their needs can produce the adhesion of customers so as to attract them to repurchase on the platform, which will also generate the word-of-mouth effect, and achieve business benefits.
Additionally, this research also provides a methodology derived from design science. Taking design science as the main axis, this thesis finds out the market gap via business analysis, develops a new business model, and designs a system based on this new business model. This research also combines theory studies on internet platform and service. Through adopting the perspective of service encounter, this research extents e-commerce to the service field related with people and can provide a reference for service platform researchers to make further studies.
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描述 博士
國立政治大學
資訊管理學系
101356505
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356505
資料類型 thesis
dc.contributor.advisor 蔡瑞煌<br>季延平zh_TW
dc.contributor.author (Authors) 王耀德zh_TW
dc.contributor.author (Authors) Wang, Yao-Ter Owenen_US
dc.creator (作者) 王耀德zh_TW
dc.creator (作者) Wang, Yao-Ter Owenen_US
dc.date (日期) 2018en_US
dc.date.accessioned 1-Aug-2018 16:24:06 (UTC+8)-
dc.date.available 1-Aug-2018 16:24:06 (UTC+8)-
dc.date.issued (上傳時間) 1-Aug-2018 16:24:06 (UTC+8)-
dc.identifier (Other Identifiers) G0101356505en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/119133-
dc.description (描述) 博士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理學系zh_TW
dc.description (描述) 101356505zh_TW
dc.description.abstract (摘要) 觀光產業已經從傳統旅行社走向電子商務，加上近年來旅遊的趨勢開始走向自由行及體驗型態的模式，故旅遊的行程內容都需要安排及訂製，一般旅行社已無法滿足旅客需要，所以體驗式旅遊服務的需求未被滿足，若此時市場上能夠出現媒合旅客及提供體驗式旅遊的專家之平台，將可彌補此缺口。因此本研究採用設計科學進行研究，從商業模式分析至系統開發與實做，至發展模型並進行驗證，以確認所發展的體驗式旅遊平台滿足市場需求，使得消費者願意再次回來平台購買遊程服務。
透過學術文獻的理論回顧，本研究設計了概念性驗證模型，來探討消費者的再購意圖。研究結果發現使用者體驗(UX，user experience)以及服務接觸(service encounter)都分別對使用者滿意度造成影響，本研究使用者滿意度分為對平台的滿意度以及對服務的滿意度，且對平台的滿意度亦會影響對服務的滿意度，同時這兩個滿意度都會影響消費者的再購意圖。
研究之結果可提供新創公司作為參考，採用此模式可有效拓展新事業並降低失敗率。當電子商務平台涉及在場域中需要人員之服務時，可參考本研究之發現，需重視服務接觸的三大要點，透過滿足消費的需求，以提高消費者對服務的滿意度，方能產生顧客黏著度，以使消費者時常回到平台上進行再購，亦可產生口碑效應，達成經營效益。
此外本研究亦提供了延伸自設計科學的方法論，透過以設計科學為主軸，經由商業分析來找出市場缺口，並針對該市場缺口發展新商業模式，爾後設計出基於該新商業模式下之系統。且於理論上結合了網路平台與服務之研究，透過採用服務接觸之觀點，將研究從電子商務延伸至與人有關之服務場域，可作為服務型平台的研究者於後續研究之參考。		zh_TW
dc.description.abstract (摘要) The tourism industry has transformed from traditional travel agency to e-commerce. In recent years, tourism shows a trend of self-service traveling and experience type. Hence, the contents of traveling need to be arranged and planned in advance. Under this circumstance, traditional travel agency cannot satisfy tourists’ demands, and thus the demand of experience tourism service is still waiting to be met. If there is a platform that can match tourists and professional travel guides who are able to provide experience tours in the market, such gap can be filled. Therefore, this research adopted design science to make a research from business model analysis to system development and practical operation, and then to develop and verify the model so as to confirm if the developed experience tourism platform can meet market demand and attract consumers to repurchase tour service on the platform.
Through literature review, this research designs a model of proof of the concept to explore consumers’ repurchase intention. The research results discovered that both user experience (UX) and service encounter have an influence on user satisfaction. This research classifies user satisfaction into platform satisfaction and service satisfaction. In addition, satisfaction on platform will affect the service satisfaction, and both kinds of satisfactions will influence consumers’ repurchase intention.
The research results can provide a reference for start-up companies. Using this model will start new business effectively and reduce the failure rate. When e-commerce platform involves service staffs in the field, the findings of this research can be referred. There are three major points that should be brought to the forefront in service encounters. Improving consumers’ satisfaction on service through satisfying their needs can produce the adhesion of customers so as to attract them to repurchase on the platform, which will also generate the word-of-mouth effect, and achieve business benefits.
Additionally, this research also provides a methodology derived from design science. Taking design science as the main axis, this thesis finds out the market gap via business analysis, develops a new business model, and designs a system based on this new business model. This research also combines theory studies on internet platform and service. Through adopting the perspective of service encounter, this research extents e-commerce to the service field related with people and can provide a reference for service platform researchers to make further studies.		en_US
dc.description.tableofcontents 摘要 i
Abstract ii
致謝詞 iv
目錄 v
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題 3
第三節 研究目的 3
第二章 文獻回顧 4
第一節 旅遊與共享經濟 4
第二節 商業模式 5
第三節 設計科學 6
第四節 平台實用性觀點 8
第五節 平台體驗價值觀點 9
第六節 服務接觸觀點 10
第三章 研究架構與方法 13
第一節 設計科學 13
第二節 成果評量之假說建構 14
第三節 構念操作化與題項發展 20
第四節 抽樣設計與資料收集 25
第四章 研究分析與結果 28
第一節 發現市場缺口並找出解決方案 28
第二節 設計與發展與展示 33
第三節 設計驗證與實徵評估 39
第五章 結論與建議 45
第一節 研究結論 45
第二節 學術意涵 46
第三節 實務意涵 47
第四節 研究限制與後續研究方向 48
參考文獻 49
中文文獻 49
英文文獻 49
附錄一：研究問卷 59		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356505en_US
dc.subject (關鍵詞) 設計科學zh_TW
dc.subject (關鍵詞) 服務接觸zh_TW
dc.subject (關鍵詞) 再購意圖zh_TW
dc.subject (關鍵詞) 使用者體驗zh_TW
dc.subject (關鍵詞) 媒合平台zh_TW
dc.subject (關鍵詞) Design scienceen_US
dc.subject (關鍵詞) Service encounteren_US
dc.subject (關鍵詞) Repurchase intentionen_US
dc.subject (關鍵詞) User experienceen_US
dc.subject (關鍵詞) Matching platformen_US
dc.title (題名) 體驗式旅遊平台之再購意圖實證研究zh_TW
dc.title (題名) The empirical research of repurchase intention in the experiential tourism platformen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文文獻
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dc.identifier.doi (DOI) 10.6814/DIS.NCCU.MIS.011.2018.A05-