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研究生:江明樺
研究生(外文):Ming-hua Chiang
論文名稱:旅行社從業人員涉入程度、滿意度與再購意願關係之研究-以旅遊網站為例
論文名稱(外文):A Study of the relationship among travel agency jobholders involvement level, satisfaction and re-buying willing — A Case Study on Tourism website
指導教授:朱瑞淵朱瑞淵引用關係
指導教授(外文):Jui-yuan Chu
學位類別:碩士
校院名稱:朝陽科技大學
系所名稱:休閒事業管理系碩士班
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:2006
畢業學年度:94
語文別:中文
論文頁數:80
中文關鍵詞:再購意願滿意度涉入程度
外文關鍵詞:re-buying willingsatisfactioninvolvement level
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中文摘要
近年來網際網路應用的普及化及電子商務的興起,改變了傳統的旅行業交易模式,因此,旅遊網站成為旅行社經營管理的另一課題。為此,本研究從旅行社從業人員對相關業務及旅遊網站的涉入程度,來探討其對旅遊網站滿意度與再購意願間的影響關係,提供業者經營管理之參考。
本研究以中部地區旅行社從業人員為研究對象,在回收的327份有效問卷中發現,旅行社從業人員以女性居多,擔任業務工作及OP者佔多數,大學專科以上學歷佔大部分,服務年資以1-3年及4-6年為多數。從業人員對相關業務的涉入程度,以「產品的知覺能力」、「購買產品的風險」、「產品與個人相關程度」三者為衡量構面,其中以對產品的知覺能力投入最多;在滿意度的「網站內容」、「服務效率」、「易於使用」三個衡量構面中,對旅遊網站的使用則以網站內容的滿意度最高;再購意願則呈現中上的程度。此外,迴歸分析結果顯示涉入程度與滿意度間呈現正向關係,滿意度對再購意願間呈現正向影響關係,涉入程度與再購意願間則無顯著相關。經多變量變異數分析結果顯示,人口統計變數僅「教育程度」及「年資」與涉入程度間存在顯著差異,「性別」、「教育程度」及「年資」亦對滿意度具顯著影響,「年資」則與再購意願間呈現顯著差異。
為此,建議業者對於網站的服務內容,應從傳統從業人員交易習慣來思考、提供多元的連結管道、區隔目標市場、加強顧客關係經營及塑造優良的企業形象,同時加強對旅行社從業人員的網路交易觀念、提升服務品質、增加顧客滿意度,進而發揮旅遊網站應有功能,創造出企業的忠誠顧客,提升企業的獲利。
Abstract

In recent years, the way of management of the travel agent has changed, since the diffusion of Internet application and the spring up of the electronic commerce. Hence, the management of tourism website comes up another issue. Thus, this study tries to find out the affected factors of satisfaction and re-buying willing for the website from the point of view of job involvement, and gains some insight for the management of the travel agent.
This study used the workers of travel agents located in central Taiwan as an empirical case, and 327 questionnaires were collected. Results showed that the majority of workers in travel agents are females, position of sales and OP, with college level education and six years or less of working experience. Among the three job involvement level, which are “product’s sensibility”, “the risk of product purchasing” and “products relativity with buyer”, the first one is the highest. For the three measurements of satisfaction, which are “website content”, “service efficiency” and “easy to use”, “website content” obtains the most approvals. The re-buying willing is above the average. Moreover, the regression analysis showed that involvement and satisfaction are positive related, satisfaction and re-buying willing are also positive related, but involvement and re-buying willing are not reveals the correlation. Also, there is a significant difference between education level, seniority and job involvement level; the same exits between gender, education level, seniority and satisfaction. Finally, only seniority has a significant difference on re-buying willing.
Therefore, the study suggests that the service content of website should try to fit the workers’ traditional experience as best as possible. Also, the website should provide multiple linking channels, and distinguish target markets. Hence, they could strengthen customer relationship and build superior company image, improve competitive ability and customer service, customer satisfaction. So, the website will achieve its goal, and furthermore to create loyalty customers and increase company’s profit.
目 錄

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
第二章 文獻回顧 ....................................................................................6
第一節 涉入程度................................................................................. 6
第二節 滿意度....................................................................................13
第三節 再購意願................................................................................21
第四節 涉入程度、滿意度與再購意願關聯性之探討 ....................31
第三章 研究方法................................................................................... 36
第一節 研究架構及研究假說........................................................... 36
第二節 操作性定義............................................................................38
第三節 研究範圍、研究對象與研究工具........................................38
第四章 實證分析結果與討論................................................................46
第一節 基本資料分析.......................................................................46
第二節 基本資料對涉入程度、滿意度與再購意願之關係分析....53
第三節 涉入程度、滿意度與再購意願間關係之分析....................59
第五章 結論與建議 ..............................................................................63
第一節 結論 ......................................................................................63
第二節 建議 ......................................................................................66
第三節 研究限制與未來研究方向 ..................................................70
參考文獻 ................................................................................................71





【表目錄】

表2-1涉入定義之彙整表 …………………………………………9
表2-2滿意度定義之彙整表 ………………………………………14
表2-3再購意願定義之彙整表 ……………………………………22
表2-4 P.Z.B行為意向量表 ………………………………………28
表3-1涉入程度之變項與衡量問項 ………………………………41
表3-2滿意度之變項與衡量問項 …………………………………42
表3-3再購意願之變項與衡量問項 ………………………………43
表4-1-1性別分配統計表…………………………………………46
表4-1-2工作性質分配統計表……………………………………47
表4-1-3教育程度分配統計表……………………………………47
表4-1-4年資分配統計表…………………………………………48
表4-1-5涉入程度、滿意度與再購意願之信度分析結果………49
表4-2-1涉入程度之結果分析……………………………………50
表4-2-2滿意度之結果分析………………………………………52
表4-2-3再購意願之結果分析……………………………………53
表4-3 基本資料與涉入程度因素差異分析表…………………55
表4-4 基本資料與滿意度差異分析表…………………………57
表4-5 基本資料與再購意願差異分析表………………………58
表4-6 涉入程度與滿意度之迴歸分析表………………………59
表4-7 涉入程度、滿意度與再購意願之迴歸分析表…………60
表4-8 涉入程度各構面與滿意度之迴歸分析表………………61
表4-9 涉入程度、滿意度各構面與再購意願之迴歸分析表…62





【圖目錄】
圖2-1 顧客滿意之前置因子與結果之模式 ……………………17
圖3-1 研究架構 …………………………………………………36



【附錄一】
問卷 …………………………………………………………………77
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