臺灣博碩士論文加值系統

電子商務的興起及行動網路的普及，為各行各業帶來無數的機會與挑戰。旅遊產業亦出現巨大的改變，產業去中介化的效應，加上自由行的旅遊型態成為市場主流，各種創新的旅遊預訂模式蓬勃發展，本研究遂以資訊系統成功模式為基礎架構，結合知覺價格要素，探討近年來在亞洲地區盛行的目的地旅遊類型平台，期能建構目的地旅遊平台使用者之使用行為模式及了解目的地旅遊平台使用者滿意度及使用意圖之影響因素，希冀研究結果能提供該類型平台經營者及後續研究者參考。

本研究採網路問卷方式，共回收409份有效樣本，研究結果顯示資訊系統成功模式亦在新興目的地旅遊平台成功得到驗證。資訊品質、系統品質及價格在網路發達的今日已無法為業者提供差異化的競爭優勢，提供其他具附加價值的創新服務才能促使消費者使用，進而創造商機。而業者可以著力及加強的則為服務品質的提升與維持其穩定性，讓使用者覺得整個平台對於旅遊行程規劃是有助益的方能增加使用的意願。

The rise of e-commerce and the popularity of mobile networks have brought countless opportunities and challenges to all professions and trades. The tourism industry has also undergone tremendous changes. Under the effect of industrial disintermediation, self-guided tourism has become the trend; various innovative travel booking models have flourished. Based on the DeLone and McLean model of Information Systems Success and combined with perceptual price factors, we explored the types of platform of tours and activities that has prevailed in Asia in recent years. We aim to construct the behavior model of platform of tours and activities users and understand the influencing factors of user satisfaction and intention to use of platform of tours and activities. We also hope the results can provide reference for the operators of this type of platform and future researchers.

A total of 409 valid samples were collected using online questionnaire. Results showed that the information systems successful model was also successfully verified on other new platforms of tours and activities. In the Internet world, information quality, system quality and price cannot provide differentiated competitive advantages anymore, only innovative services with added value create business opportunities. The industry can focus on enhancing the quality of service and maintaining its stability, leave the users with a confidence that the platform is helpful to travel planning and can increase their willingness to use.

中文摘要 i
Abstract ii
誌 謝 iii
目 錄 iv
圖索引 v
表索引 vi

第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的 3
第三節 研究流程 4

第二章 文獻探討 6
第一節 目的地旅遊平台 6
第二節 資訊系統成功模式 11
第三節 知覺價格 17

第三章 研究方法 19
第一節 研究架構 19
第二節 研究問題與研究假設 22
第三節 研究變數操作型定義 26
第四節 問卷設計與資料蒐集方式 35
第五節 資料分析方法 39

第四章 研究結果 41
第一節 敘述性統計分析 41
第二節 信度及效度分析 46
第三節 相關分析 53
第四節 迴歸分析及假說驗證 55

第五章 結論與建議 61
第一節 研究討論及結論 61
第二節 研究貢獻 67
第三節 研究限制 69
第四節 未來研究建議 71

參考文獻 73
附錄 81

中文部份
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徐雅琪(2016)。目的地旅遊平台之創新商業模式-以KKday.com為例。國立中山大學資訊管理學系研究所碩士論文。
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許麗玲、陳至柔、林子翔(2015)。以期望確認理論探討背包客對旅遊網站之持續使用意願。商管科技季刊，16，1，47-88。
陳靜玫(2017)。網路旅遊平台的商業模式創新-以雄獅旅遊網為例。國立臺灣大學商學研究所碩士論文。
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