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研究生:張雍昇
研究生(外文):Iong-Sheng Jang
論文名稱:旅行業電子商務中旅行業者間交易信任之研究
論文名稱(外文):The Effect of Transaction Trust on the Relationship between Travel Agencies in E-Commerce
指導教授:吳志正吳志正引用關係
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2004
畢業學年度:92
語文別:中文
論文頁數:83
中文關鍵詞:旅行業理性行為理論信任電子商務
外文關鍵詞:Travel AgencyTrustTheory of Reasoned ActionE-commerce
相關次數:
  • 被引用被引用:2
  • 點閱點閱:181
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:5
本研究是以理性行為理論探討旅行業電子商務中零售商與躉售業者對於未來交易意圖,信任所扮演的重要性為何。在B2B的交易市場中,交易成功的先決條件在於彼此的信任是否建立,躉售業者該從事哪方面的努力以建立雙方信任,減輕或降低零售商的顧慮,成為現今重要議題。特別是,本研究是從零售商的觀點出發,試圖找出躉售業者應具備何種值得信任的條件,並且展現出何種交易信任的態度,進而提昇雙方未來交易之可行性。對於零售商而言,依循這些思維從信任信念、信任態度到最後的交易意圖是相當重要的。本研究以台灣地區212家旅行社為樣本,結果顯示,信任信念中的能力、道德、誠實以及可預測性均會顯著的影響信任態度;而在以信任態度為中介變數,其中所包含的機構信任與控制信任卻有著極大的不同,因為零售商重視的是躉售業者是否具有良好企業形象或是各方優良評價;而不是依據獲得政府頒發信賴認證標章的多寡。我們的研究總結了幾項躉售業者所應加強的部份,藉此提昇信任信念、信任態度乃至最終的未來交易意圖。
The theory of reasoned action (TRA) had been adopted in the study to explore the importance of trust for the future transaction intentions of retailers to wholesalers in travel E-commerce. Moreover, this study also attempts to examine how wholesalers construct a trust mechanism, to coincident with retailers’ conception, for enhancing trading possibilities. This study sampled 212 travel agencies in Taiwan, and the result shows a great difference between party trust and control trust, because what retailers really concern is not the number of certificated mark that government licensed, but wholesalers’ good image and reputation. Finally, this study concluded with suggestions of what wholesalers should improve in the trust mechanism, so as to consolidate the trust believes and trust attitudes of the retailers for the future transaction intentions.
中文摘要……………………………………………………………………….I
英文摘要………………………………………………………………………II
目錄………………………………...…………………………………………III
表目錄………………………………………………………………………....V
圖目錄………………………………………………………………………...VI

第一章 緒論…………………………………………………………………..1
第一節 研究背景與動機…………………………………………………..1
第二節 研究目的…………………………………………………………..5
第三節 研究流程…………………………………………………………..6

第二章 文獻探討……………………………………………………………..8
第一節 理性行為理論……………………………………………………..8
第二節 信任………………………………………………………………13

第三章 研究模型與假設……………………………………………………27
第一節 研究架構…………………………………………………………27
第二節 研究變數…………………………………………………………29
第三節 研究假設…………………………………………………………34

第四章 資料分析……………………………………………………………36
第一節 研究設計…………………………………………………………36
第二節 前測………………………………………………………………41
第三節 資料蒐集…………………………………………………………43
第四節 資料分析方法……………………………………………………46
第五節 研究結果…………………………………………………………48

第五章 結論與建議…………………………………………………………63
第一節 研究結論…………………………………………………………63
第二節 對實務界的建議…………………………………………………67
第三節 研究限制…………………………………………………………69
第四節 未來研究建議……………………………………………………70

附錄ㄧ 結構模型……………………………………………………………71
附錄二 正式問卷……………………………………………………………73
參考書目……………………………………………………………………..77

表目錄

表2-1 理性行為理論相關研究……………………………………………...12
表2-2 信任的定義……………………………………………………...……14
表2-3 信任的前置因子………………………………………………...……18
表2-4 電子商務環境中信任的相關研究…………………………...………21
表2-5 機構信任和控制信任之主觀和客觀信任理由……..……………….26
表3-1 對躉售業者具有的信任信念之衡量問項…………………………...30
表3-2 對躉售業者具有機構信任和控制信任態度的認知之衡量問項…...32
表3-3 上下游關係旅行業者進行契約交易的意圖之衡量問項………...…33
表4-1 交通部觀光局2004年1月旅行業家數統計……………………….37
表4-2 旅行社樣本數………………………………………………………...38
表4-3 前測信度分析…………………………………………………...……41
表4-4 有效問卷回收………………………………………………………...43
表4-5 樣本基本資料………………………………………………………...45
表4-6 研究變數之敘述統計……………………………………………...…48
表4-7 各變數信度分析……………………………………………………...49
表4-8 相關矩陣…………………………………..……………………….…50
表4-9 共變數矩陣……………………………..…………………………….51
表4-10 模型適合度指標……………………………….……………………53
表4-11 LAMBDA-X修飾指數………... ...………….…………………...…55
表4-12 路徑分析…………………………………………………….…...….57
表4-13 研究假設一………………………………………………….………58
表4-14 研究假設二………………………………………………….………58
表4-15 研究假設三………………………………………………….………59
表4-16 研究假設四………………………………………………….………59
表4-17 研究假設五………………………………………………….………60

圖目錄

圖1-1 研究流程………………………………………………………………7
圖2-1 理性行為理論架圖…………………………….……………………...9
圖2-2 組織間信任的整合模型…………………………………………..…19
圖2-3 一般信任模型…………….………………………………………….25
圖3-1 研究架構……………..………………………………………………28
圖4-1 線性結構關係模式……….………………………………….………40
圖4-2 調整前基本模型…………….…………………………………….…54
圖4-3 調整後基本模型…………….……………………………………….56
圖4-4 調整前結構模型……………….…………………………………….61
圖4-5 調整後結構模型…………….……………………………………….62
圖6-1 調整前結構模型………….………………………………………….71
圖6-2 調整後結構模型…….……………………………………………….72
壹、中文部分

一、書籍
吳萬益、林清河,企業研究方法。台北:華泰書局,民國九十年。
邱皓政,結構方程模式。台北:雙葉書廊,民國九十二年。

二、期刊
蔡憲唐、黃榮鵬,「旅行業者導入電子商務經營策略之實證研究」,觀光研
究學報,第八卷,第二期(民國九十一年),87-100。

三、網路
交通部觀光局:http://www.taiwan.net.tw/index.jsp
資策會市場情報中心:http://mic.iii.org.tw/
American Society of Travel Agents:http://www.astanet.com/
Forrester Research, Inc:http://www.forrester.com/home/0,6092,1-0,FF.html
Net Value:http://www.netvalue.com/corp/actionnaires/index.htm

貳、西文部份

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