臺灣博碩士論文加值系統

本研究主要分析台灣與中國之高等飯店，針對其飯店網站進行評估研究，以了解其網站之表現和特色，研究中整合文獻並蒐集全球百大飯店之網站特點，以功能廣度、發展程度以及網站豐富度三構面進行評估架構的建立，透過專家進行篩選及定義評估細項。台灣國際觀光飯店與中國五星級飯店各抽樣56間，台灣一般觀光飯店與中國四星級飯店各抽樣23間，總數158間。
評估結果發現台灣類型飯店表現整體比中國類型較佳，且又以台灣國際觀光飯店表現完整性和多樣性最高，各類型飯店在功能廣度中除功能性無顯著，其他均達顯著狀態；在發展程度方面，高階互動無顯著外，其他均達顯著水準差異；網站豐富度方面，僅有動畫特效、頁面數以及字數達到顯著。
在網站營造特色方面，台灣國際觀光飯店較為多元，且科技程度較高，多使用線上交易之功能；台灣一般觀光飯店針對商務客設計特點較多，並偏向對於地方資訊連結使用；中國五星級飯店強調飯店形象建立和特殊事件表揚；中國四星級飯店則是偏向基礎資訊介紹，特色較為薄弱。研究中將所蒐集之資料轉換成分數，並且根據三項評估構面建立一測量之立體座標圖，並且於結論中給予各飯店之網路設計建議。

The purpose of the study aims at evaluating upscale hotel websites in Taiwan and China. Through the evaluation, the study tries to find the performance and distinguish characteristic of these websites in Taiwan and China. The original observed website features in the evaluation were referred to past literatures and really observation on the websites of top 100 hotels in the world. The original observed website features were further screened and refined by expert into the final observed website features in the evalutation. The study proposes a comprehensive evaluation to evaluate these hotel websites in the following three dimensions: functional breadth of these features, website development stage, and degree of abundance on the websites. The samples are from four types of hetels, which are Taiwna International tourism hotels, Taiwan ordinal tourism hotels, China five-star hotels and China four-star hotels. Taiwan international tourism hotel and China five-star hotel both have 56 samples; Taiwan ordinal tourism hotel and China four-star hotel both have 23 samples. The total samples are 158 hotels.
The result of the evaluation shows that overall performance that Taiwan hotels are better than China. Taiwan international tourism hotels website have more completeness and variety than the other types of hotels. All types of hotels have partial statistical significant in these three dimensions mentioned above except the functional breadth of functionality, the website development stages of the high level interactivity, and the degree of abundance of medias(voice, video, and animation).
From view of websites characteristics, the study finds that the website of Taiwan international tourism hotels are diverse, higher technical degree and more use of online transaction; website of Taiwan ordinaty tourism hotels are business customers oriented and tend to use more linkages with local information; website of China five-star hotels emphasize on image establishment and special activity broadcasting; website of China four-star hotels tends to introduce infrastructure information. The study will create a three dimensional graph based on the scores of the three dimension to describe the evaluation. Finally, the study proposes conclusions and suggestions for each type of hotels.

一、緒論 7
(一)、研究動機 7
(二)、研究目的 10
二、文獻回顧與探討 11
(一)、網站評估(Website Evaluation) 11
1.網站評估架構 11
2.網站評估分類 14
(1).內容與設計二分法 14
(2).主要構面分類 16
(3).網站特點條例法 16
(4).矩陣評估分類 17
(二)、eMICA(extend Model of Internet Commerce Adoption) 19
1.理論定義 19
2.相關應用 21
3.理論批判 22
(三)、網站豐富度 24
1媒體豐富性程度 25
2.內容豐富性程度 25
三、研究設計及方法 26
(一)、研究流程 26
(二)、評估架構與設計 27
1.架構構面 27
(三)、操作型定義 29
1.功能廣度定義 29
(四)、抽樣與研究方法 31
1.功能廣度篩選 32
2.發展程度 34
3.網站豐富度 35
4.抽取樣本 35
5.統計方法 37
(1).描述性統計 37
(2).Kappa信度檢定 37
(3).卡方檢定 37
(4).單因子變異數分析ANOVA 37
(5).主成份分析(Principle Components Analysis) 38
(6).多元對應分析(Multiple Correspond Analysis, CA) 38
四、結果與分析 38
(一)網站特點分類結果 38
(二)信度分析 38
(三)描述性統計分析 40
(四)單因子變異數分析 46
1.功能廣度分析 46
2.發展程度分析 48
3.網站豐富度分析 50
(五)多元對應分析(Multiple Correspondence Analysis, MCA) 50
1.多元對應分析結果 53
2.特色分析結果 54
(六)內容分析法之發現 57
(七)評估座標圖建立 57
五、結論與建議 60
(一)結論 60
(二)網站設計建議 62
(三)管理意涵 63
六、研究限制 64

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