臺灣博碩士論文加值系統

Not only is there a growing frequency in its usage, Internet also as a promising distribution channel for the hospitality industry provides consumers with opportunities of websites online booking of accommodations and in conjunction with a great amount of travel information. Thus, the primary purpose of this study is to examine the structural relationship between website quality and eWOM in SNSs considering both cognitive and affective trust as mediators towards hotel online booking intention.
Based on this study, it found that all the relationships were supported except the relationship of eWOM in SNSs and affective trust to online booking intention. However, in comparing the all relationship between with versus without online booking experience, it found that there was a significant different of the relationships between cognitive trust and affective trust. In addition, this study also found that respondents without booking experience would tend to rely on affective trust development while for the visitors that have experience tend to rely on cognitive trust development. Therefore, Hotelier and hotel agencies should further understand about customer behavior to improve their website quality, seriously concern about the impact of eWOM in SNSs and Online trust perception in order to enhance and increasing visitor’s hotel Online booking Intention.

TABLE OF CONTENTS
ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivations. 1
1.2 Research Objectives and Contributions. 4
1.3 Scope of Research. 6
1.4 Research Process. 7
1.5 Structure of the Study. 8
CHAPTER TWO LITERATURE REVIEW 10
2.1 Hotel Online Booking Intention. 10
2.1.1 Hotel Attributes. 10
2.1.2. Hotel Online Booking. 12
2.2 Theoretical Background. 12
2.3 Definition for Relevant Research Variables. 14
2.3.1 Online Booking Intention. 14
2.3.2 Website Quality. 16
2.3.3 eWOM in SNSs. 18
2.3.4 Online Trust Perception. 20
2.4 Interrelationship between Variables. 23
2.4.1 The Relationship between Website Quality and Cognitive Trust. 23
2.4.2 The Relationship between eWOM in SNSs and Affective Trust. 24
2.4.3 The Relationship between Online Trust Perception and Online Booking Intention. 26
2.4.4 The Relationship between Website Quality and Online Booking Intention. 28
2.4.5 The relationship between eWOM in SNSs and Online Booking Intention. 28
2.4.6 The Relationship between Cognitive Trust and Affective Trust. 29
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 31
3.1 Conceptual Framework. 31
3.2 Research Variables and Construct Measurement. 32
3.2.1 Website Quality. 33
3.2.2 eWOM in SNSs. 33
3.2.3 Online Booking Intention. 33
3.2.4 Online Trust Perception. 33
3.2.5 Personal Information. 34
3.3 Hypotheses to be Tested. 34
3.4 Questionnaire Developments and Sampling Plan. 35
3.5 Method of Analysis. 36
3.5.1 Descriptive Analysis. 36
3.5.2 Purification and Reliability Analysis. 36
3.5.3 Confirmatory Factor Analysis (CFA). 38
3.5.4 Structure Equation Model (SEM). 38
3.5.5 Pearson Correlation Analysis. 39
CHAPTER FOUR RESEARCH RESULTS 40
4.1 Data Collection. 40
4.2 Descriptive Analysis. 41
4.2.1 Characteristics of Respondents. 41
4.2.2 Mean and Variance of Measurement. 44
4.3 Reliability Analysis of Measurement. 49
4.4 Exploratory Factor Analysis and Reliability Test. 51
4.4.1 Online Booking Intention. 51
4.4.2 Website Quality. 52
4.4.3 eWOM in SNSs. 54
4.4.4 Cognitive Trust. 55
4.4.5 Affective Trust. 56
4.5 Common Method Variance. 57
4.6 Correlation Coefficient Analysis. 58
4.7 Confirmatory Factor Analysis. 60
4.8 Structural Equation Modeling and Results of Hypotheses Tests. 63
4.8.1 Structural Equation Model (All Data). 63
4.8.2 Structural Equation Model (All Data) with Control Variables. 66
4.8.3 Revised Results of Structural Equation Model (All Data). 68
4.8.4 Results of Structural Equation Modeling (Comparing with and without Online Booking Experience). 70
4.8.5 Revised Results of Structural Equation Modeling (Comparing with and without Online Booking Experience). 74
CHAPTER FIVE RESEARCH CONCLUSION AND SUGGESTIONS 77
5.1 Research Conclusions and Discussion. 77
5.2 Research Implications. 83
5.2.1 Academic Implication. 83
5.2.2 Managerial Implication. 84
5.3 Research Limitations. 86
5.3.1 Sampling. 86
5.3.2 Questionnaire Development. 86
5.4 Further Research Suggestion. 86
REFERENCES 88
APPENDICES 96
Appendix A: Questionnaire for experiment English version 96
Section 1 - Personal Information 97
Section 2 - Online Booking Intention 98
Section 3 - Website Quality 98
Section 5 – Online Trust Perception 101
Appendix B: The Result of Pearson Correlation (With online booking experience) 102
Appendix C: The Result of Pearson Correlation (Without online booking experience) 103

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