臺灣博碩士論文加值系統

觀光旅遊已成為許多人不可缺少的生活方式選擇。在眾多旅館業者的競爭下
，消費者對於飯店的要求也逐漸提高。隨著網路的興起，旅館自身網頁與第三方評論網站已日漸成為顧客了解飯店設施與服務品質的重要資訊來源，對消費者購買決策的影響力也不容忽視。傳統行銷與顧客行為理論強調買方口碑對賣方銷售業績有影響。在飯店網路行銷領域，雖然飯店網頁設計/資訊品質與評論網站顧客評分可能同時決定飯店網路口碑的好壞，這兩個資訊來源之間的關係及其對飯店實際營運表現的影響卻很少被系統研究。為彌補文獻中這一缺失，本研究使用由不同管道蒐集的客觀數據，檢視飯店網頁品質，第三方網站飯店評分與飯店經營業績之間的關係。

本研究數據分析涉及兩個方面: (一) 飯店網頁特性 (例如簡介、線上訂房、套裝與促銷、線上支付、客房設施介紹、交通路線以及會員註冊等) 與旅館業績(總營業收入)的關係；(二) 網路口碑 (文字評論、評論數量、平均評分) 與旅館業績的關係。為確保資料的公信力及樣本規模，本研究從五個知名旅遊評論網站蒐集關於網路口碑的數據 (Eztravel、Expedia、Booking、Agoda、Hotelscombined)。此外亦對每間樣本酒店自身網頁功能做系統分類。研究的主要結果顯示: (一) 飯店網頁的特性對飯店總營業收入有顯著影響；(二) 旅遊網站的評論對飯店的總營業收入有顯著影響； (三) 不同區域飯店呈現的評級內容 (服務、地點位置、乾淨程度、設施、性價比、餐飲以及客房舒適度等) 與來客身分皆有所差異。本研究進而探討這些實證結果對飯店網路行銷的意義。

Travel has become an inevitable lifestyle choice for many people. With numerous hotels competing for customer attention, customers’ demand for hotel quality has also been increasing. In the Internet era, hotels’ own websites and third-party review websites have become important sources of information about hotel facilities and service quality, generating significant impacts on customer purchase decisions. Conventional marketing and consumer behavior perspectives emphasize the influence of buyers’ word-of-mouth (WOM) on sellers’ sales. In the area of hotel online marketing, despite the potential effects of hotel website design / information quality and online customer ratings on hotels’ electronic word-of-mouth (e-WOM), there has been little systematic research on the relationship between the two information sources and their associations with hotels’ actual operational performance. In order to address this gap in the existing literature, this study used archival-based data from different sources to examine the relationships among hotel website quality, hotel ratings on third-party review sites, and hotel operational performance.

The data analysis focused on two aspects: (1) the effects of hotel website features (e.g., product preview, online reservation, deal and promotion, online payment, room amenities, transportation, and membership registration) on hotel performance (total operational revenue); and (2) the effects of e-WOM (review contents, number of reviews, and average rating) on hotel performance. To ensure data reliability and sample adequacy, this study collected e-WOM data from five well-known travel review sites (Eztravel, Expedia, Booking, Agoda, and Hotelscombined). Each sample hotel’s website functions were also systematically categorized. The empirical results show (1) significant effects of hotel website features on hotel total revenues; (2) significant effects of online reviews on hotel total revenues; and (3) regional differences in terms of rating dimension (service, location, cleanliness, facilities, value, dining and room comfort) and tourist type. The implications of these results for hotel online marketing are discussed.

誌謝……………………………………………………………………………………………………………………………………I
中文摘要…………………………………………………………………………………………………………………………II
英文摘要…………………………………………………………………………………………………………………………IV
目錄…………………………………………………………………………………………………………………………………VI
圖目錄………………………………………………………………………………………………………………………………VIII
表目錄………………………………………………………………………………………………………………………………IX
第一章 緒論……………………………………………………………………………………………………………………1
　　1.1 研究背景與動機……………………………………………………………………………………………1
　　1.2研究問題……………………………………………………………………………………………………………7
1.3研究目的…………………………………………………………………………………………………………7
1.4研究流程…………………………………………………………………………………………………………8
第二章 文獻回顧…………………………………………………………………………………………………………11
2.1 口碑定義……………………………………………………………………………………………………11
2.2 口碑動機……………………………………………………………………………………………………15
2.3 口碑形式……………………………………………………………………………………………………17
2.4 網路口碑行銷……………………………………………………………………………………………20
2.5 網站特性……………………………………………………………………………………………………20
2.6 評論系統……………………………………………………………………………………………………23
2.6.1評論內容……………………………………………………………………………………………26
2.6.2 評論分數…………………………………………………………………………………………26
2.6.3 平均評分…………………………………………………………………………………………27
2.7飯店業績………………………………………………………………………………………………………28
第三章 研究方法…………………………………………………………………………………………………………29
3.1 研究架構……………………………………………………………………………………………………29
3.2 研究假設……………………………………………………………………………………………………32
3.3 研究範圍……………………………………………………………………………………………………37
3.4 資料蒐集方法……………………………………………………………………………………………39
3.5 資料分析方法……………………………………………………………………………………………46
第四章 資料分析…………………………………………………………………………………………………………49
4.1研究一之分析………………………………………………………………………………………………49
4.1.1敘述性統計………………………………………………………………………………………49
4.1.2相關分析……………………………………………………………………………………………50
4.1.3迴歸分析……………………………………………………………………………………………52
4.2研究二之分析………………………………………………………………………………………………54
4.2.1敘述性統計………………………………………………………………………………………54
4.2.2相關分析……………………………………………………………………………………………60
4.2.3迴歸分析……………………………………………………………………………………………61
第五章 討論與建議………………………………………………………………………………………………………63
5.1研究結論………………………………………………………………………………………………………63
5.2研究貢獻………………………………………………………………………………………………………65
5.3研究限制………………………………………………………………………………………………………67
5.4未來研究方向………………………………………………………………………………………………67
參考文獻…………………………………………………………………………………………………………………………69

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