臺灣博碩士論文加值系統

本研究在建構旅行業網站服務品質衡量量表，利用E-SQ、 E-QUAL、WebQual 及eTailQ等建立研究架構，採用文獻分析法、修正式德爾菲法及內容效度。經過觀光產、官、學專家的訪談與問卷調查分析後，並針對415位於旅行業工作一年以上的員工及主管進行問卷調查，透過探索性因素分析及驗證性因素分析發展出旅行業網站服務品質量表，其中包含七個衡量構面、15個標準及50個網站服務品質的指標。其七個衡量構面包括：客製化與回應性、頁面美學、保證性、瀏覽品質、可靠性、資訊適合度及易接近性，本研究的結果將提供企業評估旅行業網站服務品質的衡量依據與評鑑標準。

In this study, an instrument for measuring the quality of website in travel agency was developed and empirically cross-validated. The study considered how E-SQ, E-QUAL, WebQual and eTailQ perspectives could be integrated to develop the framework, using documentary analysis, modified Delphi method and content validity. Survey responses from industry; government; academics and 415 travel agency staffs and directors were used to verify the instrument for travel agency website via exploratory and confirmatory factor analysis, and seven dimensions, 15 standards and 50 indicators were identified of the travel agency website service quality measurement scale. The seven dimensions, in terms of customization and responsiveness, design, assurance, navigation, reliability, Informational fit-to-task, accessibility. The implications for travel agency website are also discussed.

中文摘要 ii
英文摘要 iii
謝誌 iv
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究重要性 5
第四節 研究流程 6
第貮章 文獻回顧 7
第一節 旅行業概述 7
第二節 網站服務品質 15
第參章 研究方法 23
第一節 研究架構 23
第二節 問卷設計 24
第三節 資料分析方法 26
第肆章 資料分析結果 30
第一節 德爾菲法第二回合問卷調查 30
第二節 德爾菲法第三回合問卷調查 31
第三節 正式問卷調查 32
第伍章 結論與未來建議 44
第一節 結論 44
第二節 未來研究建議 47
第三節 研究限制 48
參考文獻 49
附錄 55
附錄一：旅行業網站服務品質第一回合問卷 55
附錄二：旅行業網站服務品質第二回合問卷 63
附錄三：旅行業網站服務品質第三回合問卷 67
附錄四：正式問卷 71

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