臺灣博碩士論文加值系統

論文名稱：中華電信企業形象、知覺風險與HiNet 總頁數：120
旅遊雲旅遊產品購買意願之關聯性研究


論文提要內容：
中華電信為了支持台灣的觀光產業發展，在2011年成立交通旅遊處，運用中華電信專業的ICT(資通訊技術)及雲端技術、行銷和營運資源，結合台灣觀光產業業者，提供一個全方位的智慧觀光旅遊服務-HiNet旅遊雲。
面臨競爭激烈的環境，企業為了提昇自身能力，需要瞭解顧客作決定的考量要素，以滿足消費者之需求，增加企業獲利空間。本研究以問卷調查法，針對400位曾經購買過中華電信HiNet旅遊雲之產品消費者進行意見收集，得知在企業形象方面，以「中華電信具有專業性的地位」、「中華電信給大眾的形象是可以被信賴的」,和「消費者對於中華電信在網路交易安全機制以及隱私保密性是給予肯定的評價」;消費行為方面，消費者在中華電信HiNet旅遊雲上以國內旅遊與單一商品(只購買住宿訂房、機票或旅遊票券其中一項者)居多，在國外旅遊與套裝行程的購買意願則稍嫌不足，基此，中華電信可針對國外旅遊部份提供更多套裝行程作為選擇或採取旅遊套裝產品折扣促銷，以提升平台在這部份的市場競爭力，爭取消費者的購買意願；本研究旨在對透過網路交易之消費者，分析其對購買標的之企業形象、取得資訊過程的認知風險，與實際進行交易的意願，研究結果期望能對中華電信HiNet旅遊雲網站做出提升商機的建議，並作為休閒旅遊產業之資訊服務系統及電子商務平台發展參考。

ABSTRACT
Chunghwa Telecom launched Transportation and Tourism Department in 2011 in order to support the development of Taiwan's tourism industry. Chunghwa Telecom possesses ICT (Information and Communication Technology) and cloud technology, marketing and operational resources, which in alliances with Taiwan's tourism industry, providing a smart sightseeing and travel e-commerce platform named“HiNet tourism clouds”.
In this fierce competitive environment, enterprises need to enhance their ability to understand the factors influence customers when making decisions in order to meet the needs of consumers, and at the same time increase their profit margins. In this study, questionnaire survey was adapted. Opinions of 400 customers who have ever purchased tourism products from HiNet tourism Clouds were gathered. For corporate image, cus-tomers agreed that "Chunghwa Telecom is professional", "Chunghwa Telecom can be trusted ", and" consumer transactions in Chunghwa Telecom network were secure and private ". For consumer behavior, there are more consumers who purchased domestic tourism and single products(Only purchase one of accommodations or air tickets or travel vouchers.) than foreign tourism and travel packages. Base on the findings, HiNet tourism cloud can consider providing more foreign tourism packages and discounted products to enhance market competitiveness on this platform.
This study aims to analyze consumers who consume through the Internet about the correlation of corporate image, perceived risk while gathering information, and the willingness to perform the transactions. The results of this study are expected to enhance the Chunghwa Telecom HiNet tourism cloud and as a reference for e-commerce platforms and information services of leisure and tourism industry.

內容目錄
摘要　．．．．．．．．．．．．．．．．．．．．．．． iii

內容目錄　．．．．．．．．．．．．．．．．．．．．． ix
表目錄　　．．．．．．．．．．．．．．．．．．．．． xi
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
第一節　　研究背景與動機．．．．．．．．．．．． 1
第二節　　研究目的．．．．．．．．．．．．．．． 10
第三節　　研究方法與流程．．．．．．．．．．．． 12
第四節　　研究範圍與限制．．．．．．．．．．．． 15
第二章　　文獻探討．．．．．．．．．．．．．．．．． 16
第一節　　HINET旅遊雲．．．．．．．．．．．．． 16
第二節　　企業形象．．．．．．．．．．．．．．． 17
第三節　　知覺風險．．．．．．．．．．．．．．． 35
第四節　　購買意願．．．．．．．．．．．．．．． 47
第五節　　構面間關係．．．．．．．．．．．．．． 54
第三章　　研究方法．．．．．．．．．．．．．．．．． 58
第一節　　研究內容與架構．．．．．．．．．．．． 58
第二節　　研究假設．．．．．．．．．．．．．．． 59
第三節　　變數操作型定義．．．．．．．．．．．． 61
第四節　　研究對象與問卷設計．．．．．．．．．． 63
第五節　　資料分析方法．．．．．．．．．．．．． 65
第四章　　研究分析與討論．．．．．．．．．．．．．． 67
第一節　　信效度分析．．．．．．．．．．．．．． 67
第二節　　相關變項描述性統計．．．．．．．．．． 71
第三節　　消費者知覺風險、企業形象對購買意願影響
之探討．．．．．．．．．．．．．．．． 76
第四節　　消費者知覺風險、企業形象和購買意願關係
之探討．．．．．．．．．．．．．．．． 79
第五章　　結論與建議．．．．．．．．．．．．．．．． 80
第一節　　研究結論．．．．．．．．．．．．．．． 80
第二節　　研究建議．．．．．．．．．．．．．．． 82
第三節　　研究限制與後續研究建議．．．．．．．． 84
參考文獻．．．．．．．．．．．．．．．．．．．．．． 85
附錄　　　問卷．．．．．．．．．．．．．．．．．．． 116

內容目錄
摘要　．．．．．．．．．．．．．．．．．．．．．．． iii

內容目錄　．．．．．．．．．．．．．．．．．．．．． ix
表目錄　　．．．．．．．．．．．．．．．．．．．．． xi
圖目錄　　．．．．．．．．．．．．．．．．．．．．． xii
第一章　　緒論．．．．．．．．．．．．．．．．．．． 1
第一節　　研究背景與動機．．．．．．．．．．．． 1
第二節　　研究目的．．．．．．．．．．．．．．． 10
第三節　　研究方法與流程．．．．．．．．．．．． 12
第四節　　研究範圍與限制．．．．．．．．．．．． 15
第二章　　文獻探討．．．．．．．．．．．．．．．．． 16
第一節　　HINET旅遊雲．．．．．．．．．．．．． 16
第二節　　企業形象．．．．．．．．．．．．．．． 17
第三節　　知覺風險．．．．．．．．．．．．．．． 35
第四節　　購買意願．．．．．．．．．．．．．．． 47
第五節　　構面間關係．．．．．．．．．．．．．． 54
第三章　　研究方法．．．．．．．．．．．．．．．．． 58
第一節　　研究內容與架構．．．．．．．．．．．． 58
第二節　　研究假設．．．．．．．．．．．．．．． 59
第三節　　變數操作型定義．．．．．．．．．．．． 61
第四節　　研究對象與問卷設計．．．．．．．．．． 63
第五節　　資料分析方法．．．．．．．．．．．．． 65
第四章　　研究分析與討論．．．．．．．．．．．．．． 67
第一節　　信效度分析．．．．．．．．．．．．．． 67
第二節　　相關變項描述性統計．．．．．．．．．． 71
第三節　　消費者知覺風險、企業形象對購買意願影響
之探討．．．．．．．．．．．．．．．． 76
第四節　　消費者知覺風險、企業形象和購買意願關係
之探討．．．．．．．．．．．．．．．． 79
第五章　　結論與建議．．．．．．．．．．．．．．．． 80
第一節　　研究結論．．．．．．．．．．．．．．． 80
第二節　　研究建議．．．．．．．．．．．．．．． 82
第三節　　研究限制與後續研究建議．．．．．．．． 84
參考文獻．．．．．．．．．．．．．．．．．．．．．． 85
附錄　　　問卷．．．．．．．．．．．．．．．．．．． 116


圖目錄
圖 1-1 台灣B2C電子商務產值趨勢與預測．．．．．．． 5
圖 1-2 研究流程圖．．．．．．．．．．．．．．．．． 14
圖 2-1 HINET旅遊雲網頁．．．．．．．．．．．．．． 17
圖 3-1 研究架構圖．．．．．．．．．．．．．．．．． 58

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