臺灣博碩士論文加值系統

　因為電子商務的崛起，旅行社紛紛開始經營旅遊電子商務，線上旅行社的出現讓旅遊產業走向雙通道模式，而成功的旅行社必須同時兼顧好傳統實體通路與電子商務通路。旅行業之零售商在選擇與躉售商合作時，通常就會與對旅行社的服務品質與品牌形象等進行評估。本研究之目的即希望瞭解品牌形象、服務品質、滿意度與再購意願之關係。換言之，同業對於躉售旅行業該平臺的滿意度，會從對該平臺之品牌形象及服務品質的認知，影響未來再次購買的意願。本研究之研究方法採用便利抽樣方式進行網路問卷調查，運用描述性統計，進一步瞭解同業較常選擇哪間旅行社進行交易，透過信度分析確定各個構面是否具有一致性，最後透過迴歸分析探討各變項間的影響關係，研究結果發現：一、品牌形象對滿意度有顯著正向影響關係；二、服務品質對滿意度有顯著正向影響關係；三、滿意度對再購意願有顯著正向影響關係。表示同業在操作躉售旅行業B2B平臺、對於躉售旅行業B2B平臺之品牌形象與購買後產生滿意度情況下，進而顯現出再購之意願。本研究分析對躉售旅行業B2B平臺研究結果提出相關學術及管理意涵，作為躉售旅行業平臺服務發展之參考。

Due to the rise of e-commerce, travel agencies start to employ e-commerce to keep up with the trend. The emergence of online travel agencies makes the travel and tourism industry expand itself into dual-track mode. As e-commerce is bringing a lot of opportunities, outstanding travel agencies must try to administrate both physical channel and virtual channel. When considering cooper-ating with your wholesalers, tour retailers usually evaluate their quality of service and brand image. The purpose of this research is to understand the relationships among brand image, quality of service, customer satisfaction, and repurchase intentions. The research method of this study adopts a convenient sampling method to conduct an online questionnaire survey and employs descriptive statistics to further understand which travel agency is often the choice for its competitors when they choose to do business with. In other words, perceptions of the brand image and quality of ser-vice of the online travel platform services of tour whole-salers would influence their competitors’ satisfaction, and then influence their willingness to repurchase in the future. Through reliability analysis, we are able to determine whether there is a consistency in every aspect. Finally, by using regression analysis we can explore the relationships among all variables, research results, and suggestions. The results of this study indicates 3 aspects of customer experience:
1. Brand images have a significant positive correlation on customer satisfaction.
2. The quality of service displays notable affirmative effects on customer satisfaction.
3. Customer satisfaction prominently affects the willingness of repurchase.
The above 3 aspects display that competitors would further reveal the willingness of repurchase when they are contented with utilizing the B2B platform of the tour wholesalers and are satisfied with the brand image as well as what they purchase.
This study analyzes the research results of the tour wholesaler B2B platform and proposes relevant academic and management analyses, which can be served as a reference for the development of tour wholesaler platform services.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 vi
表目錄 ix
圖目錄 xi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題目的 4
第三節 研究範圍與對象 5
第四節 研究流程 6
第貳章 文獻探討 7
第一節 品牌形象之理論與相關研究 7
第二節 服務品質 13
第三節 滿意度 17
第四節 再購意願 20
第參章 研究方法 24
第一節 研究架構 24
第二節 研究假設 25
第三節 問卷設計 26
第四節 資料分析方法 30
第肆章 實證結果與討論 32
第一節 樣本結構分析 32
第二節 描述性統計量分析 34
第三節 探索性因素分析 38
第四節 差異性分析 49
第五節 品牌形象、服務品質、滿意度、再購意願關係之迴歸分析 53
第伍章 結論與建議 59
第一節 研究結論 59
第二節 研究建議 61
參考文獻 63

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