臺灣博碩士論文加值系統

目前國民的旅遊方式已改變，多數的旅客會選擇自由行的方式旅遊，豐富的網路資訊加上行動上網，其旅遊的交通、住宿、票券等皆可透過網際網路資訊來進行比較，因此有越來越多線上訂房、購票網站的出現。而要如何在許多同質性高的網站中脫穎而出，網站品質表現便是許多網站之架設者之重要課題。且伴隨著閒置資產或技能的供應和分享，為分配者與用戶創造了經濟效益，帶動全球的共享經濟風潮，更受到現代人的青睞，在世界各地蔓延開來，如:Uber、Airbnb、USpace等。
本研究的研究問題有下列幾點：(1). 在Airbnb，房客住宿體驗後所提供的評分、評價內容及累積的筆數是否會影響消費者行為意圖；(2). 在Airbnb，房東註冊資訊正確度，提供租賃的房子實際狀況與外觀是否與圖文一致，其是否影響消費者滿意度，進而影響行為意圖；(3). 訂房前，房東與房客訊息的交涉是否正確與有效率，與房東溝通聯絡的方便性是否會影響消費者滿意度，進而影響行為意圖。本研究利用問卷蒐集樣本，收回有效樣本280份，有效樣本率80%，並利用SPSS、AMOS、ANOVA分析工具，了解消費者會不會因為Airbnb網站上的評價與評論建立消費者的價值認知，或透過網站所提供的資訊內容及與房東一對一的聯繫，增加滿意度來影響訂房意願。
研究結果顯示知覺價值與滿意度為直接影響消費者購買意圖的主要因素，而要增加消費者的知覺價值及滿意度，則需透過評論內容、資訊品質及媒體豐富度因素對消費者的正向影響。也就是必須提升民宿資訊的正確性，即評價需客觀符合事實 (包含評分、評價筆數、評論內容)、民宿的圖片及文字說明需與實際狀況相同、以及能即時透過Airbnb與房東做聯繫並得到回饋。本研究結果用以提供網路民宿業者為經營時之參考。

At present, most of travelers choose self-service trip means the travelling method for people has changed. The convenient mobile web browsing and plentiful information from network, transportation, accommodation, ticket and so on can be compared to Internet so as to have more and more online booking and internet reservation system. To stand out from many similar websites, the quality is very important. Distributor and users create economic benefits base on providing or sharing idle assets or skills, which bring about sharing global economics; therefore, various websites are around the world, such as: Uber, Airbnb , USpace and so on.
To analyze data by SPSS、ANOVA and AMOS, three points of this study are as below:(1). Does guest provide accommodation experience and the number of ranking which affect the behavior of consumers from Airbnb; (2). Is the information of landlord in Airbnb correct? Does the actual situation and appearance of the house rent provide the correct context and picture? Does it affect consumer’s satisfaction and intent of the action; (3). Are the message or negotiation between the landlord and the tenant not only correct but also efficiency? Does tenant have the convenient communication with the landlord which affect consumer satisfaction and intent of the action? The main purpose of this research is to understand whether evaluation and comment of Airbnb website can affect customer’s perceived value and desire for reservation according to information and communication of website. After issuing questionnaire by internet or network community, the effective sample size of research is 280 and effective sample rate is 80%.
The result shows that perceived value and satisfaction are the main factors to affect intention of consumers to buy and increase satisfaction directly. Travelers need to comment on content, information’s quality and media richness that bring about positive impact to consumers. It is necessary to improve accuracy of B&B information which means the evaluation must be objective to meet the facts (including the score, the number of evaluation, comments), pictures and context; moreover, through Airbnb contact with the landlord and get feedback immediately. Therefore, customers establish confidence will be able to increase their purchase intentions. The results of this study can be referred to manage B&B on the Internet.

摘要 i
Abstract ii
目錄 iii
圖目錄 vi
表目錄 vii
第1章 緒論 1
1.1 研究背景 1
1.2 研究機與目的 2
1.3 論文架構 5
1.4 研究流程 6
第2章 文獻探討 7
2.1 共享經濟 7
2.2 評價方式 8
2.3 資訊品質 12
2.4 媒體豐富度 13
第3章 研究方法 15
3.1 研究架構 15
3.2 研究假說 17
3.2.1 評價對消費者購買意圖及知覺價值之影響關係 17
3.2.2 網站資訊品質對消費者滿意度之影響關係 18
3.2.3 媒體豐富度對消費者滿意度之影響關係 19
3.2.4 知覺價值對消費者購買意圖之影響關係 19
3.2.5 滿意度對消費者購買意圖之影響關係 20
3.3 問卷設計 20
3.4 資料分析方法 23
3.4.1 敘述性統計 23
3.4.2 信度分析 23
3.4.3 因素分析 24
3.4.4 效度分析 24
3.4.5 結構方程模型分析 25
3.4.6 變異數分析 25
第4章 實證結果與分析 27
4.1 敘述性統計分析 27
4.2 信度分析 28
4.3 建構效度分析 29
4.4 結構方程式分析 30
4.4.1 絕對適配度 30
4.4.2 增值適配度 31
4.4.3 簡約適配度 31
4.5 研究假說驗證 32
4.6 直接與間接影響 36
4.7 性別差異比較結果 36
4.8 月收入差異比較結果 40
4.9 網路訂房次數差異比較結果 47
4.10 是否使用過Airbnb差異比較結果 51
第5章 結論與建議 57
5.1 研究結論 57
5.2 管理意涵與研究貢獻 59
5.2.1 理論性管理意涵與研究貢獻 59
5.2.2 實務性管理意涵與研究貢獻 60
5.3 研究限制與未來研究建議 60
參考文獻 62
附錄一 問卷 73

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