臺灣博碩士論文加值系統

全球航空產業自1993年以來均保持成長，但東亞航空業則受1997年發生之亞洲金融風暴影響，前途未卜。而網際網路的高速發展，使得企業網站對企業未來的重要性亦與日俱增。而企業網站的互動性乃是吸引上網者的重要因素。故本研究以東亞國際性航空公司之企業網站為研究對象，採用內容分析法研究其企業網站互動性，並將之與其航空公司規模大小進行統計分析，以求瞭解東亞地區國際性航空公司之企業網站互動形式，及其與來源航空公司規模之間的相互關係。
本研究之對象為東亞地區18個國家與地區的26家國際性航空公司設立之企業網站。其中針對網站互動性功能之類目分為五大類，如下：1.顧客支援功能；2.行銷研究功能；3.個人化協助功能；4.廣告/促銷/公關功能；5.娛樂功能。本研究以網頁為分析單元，共收集得130個互動性網頁樣本，由三位編碼員進行編碼，共同編碼結果信度達0.96。
本研究之結果顯示：
1. 各樣本航空公司企業網站互動性網頁數差別很大
2. 東亞地區國際性航空公司之企業網站互動性功能明顯偏重實用性，顧客支援功能與個人化協助功能是東亞地區國際性航空公司之企業網站最常採用的網頁互動形式，廣告/促銷/公關互動性功能相對較少，而行銷研究功能與娛樂功能幾乎無公司採用
3. 各航空公司企業網站之互動性網頁數目會受航空公司規模的影響，且其趨勢為隨規模變大而上升
4. 各航空公司企業網站採用的網頁互動形式會因該航空公司規模不同而有變化

The world aviation industry enjoys a continuous growth since 1993. But the East Asia sector was heavily affected by the Asia Financial Crisis and thus had an unclear future. Together with the rapid growth of the Internet, the importance of company website keeps running high. One of the key factors of company website attractiveness is the interactivity. This research focus on the international airline websites in East Asia, and content analysis method was used to analyze the website interactivity. Moreover, statistical methods were used to verify the relationship between the website interactivity and the company scale variables.
The research samples, totally 130 webpages, was collected from the company websites of 26 international airlines in 18 countries and districts of East Asia. The categories of website interactivity including: 1. customer support; 2. marketing research; 3. personalized support; 4. Advertising / promotion / public relation; 5. amusement. The coding reliability was 0.96.
The conclusion of this research includes:
1. The variability between the sample websites is high.
2. The interactivity of international airline websites in East Asia shows a strong pragmatic feature. The most common functions are customer support and personalized support; The advertising / promotion / public relation interactive function is much fewer; Almost no marketing research and amusement functions are found.
3. The number of interactive webpages in each airline website has a positive trend with the scale of its company.
4. The pattern of interactive functions of international airline websites in East Asia is affected by the company scale.

第一章 緒論…………………………………………………1
第一節 研究背景……………………………………………1
第二節 研究動機……………………………………………5
第三節 研究架構與目的……………………………………7
第二章 文獻探討……………………………………………9
第一節 相關概念釋義………………………………………9
第二節 相關文獻……………………………………………16
第三節 文獻評述……………………………………………24
第三章 研究方法……………………………………………25
第一節 內容分析法…………………………………………25
第二節 研究設計與實施過程………………………………27
第四章 結果分析……………………………………………45
第一節 樣本特性……………………………………………45
第二節 網頁互動形式之分析………………………………50
第五章 結論與建議…………………………………………58
第一節 研究限制……………………………………………58
第二節 結論…………………………………………………61
第三節 建議…………………………………………………64
參考文獻……………………………………………………67
附錄一 編碼須知……………………………………………73
附錄二 編碼表………………………………………………77

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