臺灣博碩士論文加值系統

由於網路世代的來臨，電子商務已快速的崛起，網路所帶來的商機呈現快速的成長。旅遊業者透過網路提供旅遊資訊的比例逐漸增高，消費者透過網路進行線上訂房的人數也逐年成長。本研究設計結構化問卷，選定國際性的旅遊訂房網站Booking.com 繁體中文版網站為研究範圍為例，針對有在此網站訂房過之消費者進行問卷發放，有效問卷收集518份。本研究探討消費者對於飯店網站品質、網路評估與電子口碑是否會影響消費者對於該網站的網站信任，若信任程度越高，消費者將透過網路進行線上訂房的意願也會越高。過往文獻顯示網站品質及電子口碑訊息來源對產品訂房意圖具有影響力，而相關實證則較為不足，本研究加入電子信任產生對網路的訂房意願，研究顧客對於網路的信任程度是否具有影響力。研究結果顯示，網站上的品質、相關的評估因素以及網路上的口碑皆會影響消費者對該網站的信任，而消費者對網站的信任也會影響其訂房意願，最後依據研究結果提出未來研究的建議。

Due to the advent of the Internet era, e-commerce has rapidly risen, and the business opportunities brought by the Internet have shown rapid growth. The proportion of tourists who provide tourist information through the Internet has gradually increased, and the number of consumers booking online through the Internet has also increased year by year. Therefore, this study uses examples of websites where consumers book online at Booking.com, collecting 518 valid samples. This study explores whether consumers' hotel website quality, online rating schemes, and eWom influence consumer trust in the site's website. If the level of trust is higher, consumers will have higher willingness to make online reservations through the Internet. Previous literature shows that the hotel website quality and the source of the eWom information have an impact on the product reservation intention, and the relevant evidence is insufficient. This study added eTrust to generate the willingness to make reservations on the Internet and to study whether the customer’s trust in the Internet has an influence. The research results show that the otel website quality, online rating schemes, and eWom on the Internet all affect the consumers' trust in the websites and consumers’ trust in the website also affects their booking intention. Finally, based on the research results, suggestions for future research are proposed.

目錄
目錄......................................................................................................... III
表目錄..................................................................................................... .V
圖目錄......................................................................................................VI
第一章 緒論..............................................................................................1
第一節 研究背景與動機......................................................................1
第二節 研究問題與目的......................................................................3
第三節 研究範圍與對象......................................................................6
第四節 研究內容與流程......................................................................7
第二章 文獻回顧......................................................................................9
第一節 飯店網站品質..........................................................................9
第二節 網路評估因素........................................................................13
第三節 電子口碑................................................................................16
第四節 電子信任................................................................................20
第五節 網路訂房意向........................................................................23
第六節 研究假設................................................................................26
第三章 研究方法....................................................................................29
第一節 研究架構................................................................................29
第二節 研究變數之操作型定義........................................................30
第三節 問卷設計................................................................................31
第四節 樣本與資料蒐集....................................................................38
第五節 資料分析方法........................................................................39
第四章 實研究分析與結果....................................................................41
第一節 受訪者樣本分析....................................................................41
第二節 測量變數之敘述性統計........................................................42
第三節 驗證性因素分析....................................................................47
第四節 量表效度與相關分析............................................................54
第五節 整體模型分析........................................................................55
第五章 結論與建議................................................................................58
第一節 研究結論................................................................................58
第二節 未來建議................................................................................59
參考文獻………......................................................................................60
一、中文部分......................................................................................60
二、英文部分......................................................................................63
附錄一 本研究問卷………....................................................................77
 
表目錄
表1-1 國人旅遊指標................................................................................1
表2-1 近幾年網站品質衡量之構面......................................................11
表2-2 傳統口碑與電子口碑之比較......................................................18
表3-1 飯店網站品質預試題項..............................................................32
表3-2 網路評估因素預試題項..............................................................33
表3-3 電子口碑預試題項………..........................................................34
表3-4 電子信任預試題項......................................................................36
表3-5 網路訂房意向預試題項..............................................................37
表4-1 受訪者樣本資料分析..................................................................42
表4-2 飯店網站品質之敘述性統計......................................................44
表4-3 網路評估因素之敘述性統計......................................................45
表4-4 電子口碑之敘述性統計..............................................................46
表4-5 電子信任之敘述性統計..............................................................46
表4-6 網路訂房意向之敘述性統計......................................................47
表4-7 測量模型配適度指標檢核表......................................................49
表4-8 飯店網站品質之驗證性因素分析表..........................................50
表4-9 網路評估因素之驗證性因素分析表..........................................51
表4-10 電子口碑之驗證性因素分析表................................................52
表4-11 電子信任之驗證性因素分析表................................................53
表4-12 網路訂房意向之驗證性因素分析表........................................53
表4-13 區別效度分析暨變數相關係數矩陣........................................55

圖目錄
圖1-1 研究流程圖....................................................................................8
圖3-1 本研究架構圖..............................................................................29
圖4-1 整體模型路徑圖..........................................................................57

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