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研究生:華國欽
研究生(外文):HWA,KUO-CHIN
論文名稱:從知覺成本與品質觀點探討顧客轉換意圖之研究:以線上旅遊訂房系統為例
論文名稱(外文):From Perceived Cost and Quality Approaches to Explore Customer Switching Intention: An Example of Online Travel Booking System
指導教授:許立群許立群引用關係林淑芬林淑芬引用關係
指導教授(外文):HSU,LI-CHUNLIN,SHU-FEN
口試委員:廖珮妏高育芸
口試委員(外文):LIAO,PEI-WENGAO,YU-YUN
口試日期:2016-04-10
學位類別:碩士
校院名稱:大葉大學
系所名稱:休閒事業管理學系碩士在職專班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:中文
論文頁數:257
中文關鍵詞:知覺價格轉換成本顧客期望知覺網站品質知覺服務品質心理風險財務風險使用者滿意度轉換意圖
外文關鍵詞:Perceived PriceSwtiching CostsCustomer ExpectationsPerceived Website QualityPerceived Service QualityPsychological RiskFinancial RiskUser SatisfactionSwitching Intention
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目前台灣旅遊市場,除了仰賴政府推動觀光產業的政策外,隨著日幣貶值前往日本旅遊人數攀升、對陸客自由行的開放與周休二日旅遊興起等情形之下,旅行業的競爭模式從過去出團數量的多寡,慢慢轉化成專為不同需求的消費者量身訂作不同的旅行行程,而飯店業者為了提高住房率,希望透過線上訂房系統使得顧客更有效率地的預定房間,進而提高顧客滿意度與降低轉換意圖,讓顧客不再因為不便而錯失了商機。
本研究從知覺成本與品質觀點,以線上訂房系統為例來探討顧客轉換意圖之研究,研究對象為使用Agoda、Booking.com以及EZHOTEL飯店訂房系統的成員作為研究對象。本研究採用網路問卷的方式,前測問卷共有315份,有效問卷245份,回收率為77.7%;正式問卷共有835份,有效問卷共709份(84.91%)。
本研究採用結構方程模式進行檢驗,整體模式配適度良好。實證結果發現:(1)知覺價格與知覺品質皆為使用者滿意度之重要前置因素 (2)在假說模式中,僅轉換成本對於使用者滿意度、財務風險對於使用者滿意度、以及使用者滿意度對於轉換意圖3條路徑未成立,其餘9條路徑皆獲得支持。(3)在多群組分析中,將分群劃分為「Agoda」、「Booking.com」以及「EZHOTEL」三個不同群組,各分群的結果有所不同。Agoda的分群結果顯示,轉換成本、知覺服務品質、財務風險分別對於使用者滿意度沒有顯著影響;Booking.com的分群結果顯示,知覺價格與知覺風險是影響轉換意圖的主要因素;EZHOTEL的分群結果顯示,使用者滿意度對於轉換意圖產生顯著的影響。(4)在中介效果檢驗部分,「知覺風險」在「知覺價格」對於「轉換意圖」具備「部分中介效果」;「知覺網路品質」在「顧客期望」對「使用者滿意度」扮演著重要的中介角色。
最後,針對本研究發現進行討論,並具體提出管理實務意涵與建議,作為線上訂房系統經營者重要之參考依據。
In present, the tourism market in Taiwan, in addition to Government promotion on tourism industry policies, along with the depreciation of the Japanese yen leads to rising number of tourists traveling to Japan, as well as an increasing influx of foreign tourists traveling to Taiwan, open policy on backpacking towards Chinese tourists, and the rising trend of weekend traveling, the travel industry competition pattern is shifting from travel packages to custom made traveling services. As to the accommodation industry, hotels are looking to increase occupancy by improving online booking system efficiency, thereby to increase customer satisfaction and reduce conversion intent.
From the perspectives of perceived costs, perceived quality and perceived risk relationships, this study attempts to explore different dimensions of relationships between perceived costs, perceived quality and perceived risk as well as the factors that affect customer switching intentions. Participants of this study comprised members who follow the three online booking systems, Agoda, Booking.com and EZHOTEL. Data were collected via online survey. For the pretest, 315 responses were completed and 245 were valid, the effective recovery ratio is 77.7%; and as to the formal questionnaire, 835 responses were completed and 709 were valid, the effective recovery ratio is 84.91%.
Structural equation modeling (SEM) is used to test the proposed model and the structural model has shown a good fit. The findings illustrate several significant results as following: (1) Perceived price and perceived quality are predictors of user satisfaction. (2) From the results within the hypothesis model, swtiching Costs and financial risk does not have significant effect on user satisfaction, user satisfaction does not have significant effect on switching intention, as the other nine paths are fully supported. (3) In the multi-group analysis, dividing into three groups of “Agoda booking system”, “Booking.com booking system”, and “EZHOTEL booking system”, the path results of these three groups are different. According to the overall results of the “Agoda booking system” group, switching costs, perceived service quality, and financial risk does not have significant effect on user satisfaction; From the results of the “Booking.com booking system” group, perceived price and perceived risk is the main factor that influences switching intention; The results of the “EZHOTEL booking system” group has shown, user satisfaction has the strongest effect on switching intention. (4) Regarding to mediate effects, perceived risk partially mediates the relationship between perceived price and switching intention, and perceived website quality partially mediates the relationship between customer expectations and user satisfaction.
In conclusion, this study also provides practical implications and suggestions for the managers of the online booking system.
封面內頁
簽名頁
中文摘要 i
Abstract iii
誌謝 vi
目錄 vii
表目錄 x
圖目錄 xiii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 10
第四節 研究重要性與貢獻 11
第五節 研究範圍與對象 12
第六節 研究流程 13
第二章 文獻探討 15
第一節 知覺成本觀點 15
第二節 知覺品質觀點 20
第三節 知覺風險 30
第四節 使用者滿意度 35
第五節 轉換意圖 37
第六節 變數之間的關係與假說推導 40
第三章 研究方法 53
第一節 研究架構與研究假說 53
第二節 研究變數操作性定義與衡量 56
第三節 問卷設計 64
第四節 資料蒐集方法 66
第五節 資料分析方法 68
第六節 共同方法變異問題之處理與檢測 75
第七節 問卷前測結果分析 77
第四章 資料分析 84
第一節 正式問卷施測 84
第二節 敘述性統計分析 87
第三節 共同方法變異檢測 98
第四節 衡量信度與效度分析 102
第五節 結構模式檢定分析 114
第六節 多群組樣本比較與分析 122
第七節 中介效果檢定 134
第八節 假說檢定整理 141
第五章 結論與建議 143
第一節 模型契合度與驗證結果發現 143
第二節 假說關係討論 154
第三節 管理意涵與研究貢獻 165
第四節 研究限制與建議 175
參考文獻 177
附錄一、前測問卷 231
附錄二、英文原始問卷 237
附錄三、前測共同方法變異檢測─探索性因素分析 240
附錄四、前測共同方法變異檢測—驗證性因素分析 241
附錄五、前測各構面量表收斂效度分析 243
附錄六、前測區別效度分析暨變數相關係數表 248
附錄七、前測各構面信度分析 249
附錄八、正式問卷 252
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