近年來，由於使用旅遊網站購買產品的人數不斷攀升，曾有專家預言，旅遊網站已經成為網路虛擬世界中，少數發展較成功的產業之ㄧ(Connolly et al.,1998；Millman, 1998)。1999年國內有高達3700多家旅遊網站的盛況，至今存留繼續經營的已不到50家，除了旅遊網站經營失利外，忽略了顧客再次購買意願的重要性。
過去許多旅遊網站的相關研究中，皆在探討顧客科技接受程度或服務品質滿意度，卻忽略顧客使用購買產品與服務之後的感受及再購買意願。而本研究擬以期望確認理論(Expectation-Confirmation Theory, ECT)為基礎，發展一影響顧客持續使用旅遊網站之行為模式，探究顧客在使用旅遊網站並購買產品與服務之後，期望與實際認知的落差對滿意度是否有顯著影響。
本研究透過電子問卷，收集有效樣本233位曾參與使用購買線上旅遊產品與服務之資料，透過敘述統計、因素及信度分析、路徑分析及T檢定等資料分析工具驗證所提出之理論。研究發現如下：
1. 以期望確認理論為基礎，結合科技接受模式、交易成本、資訊品質、系統品質及服務品質，所建構出的旅遊網站顧客再購意願模式，可以有效解釋旅遊網站中，影響顧客再購買意願之因素。
2. 資訊品質、系統品質的優劣，對顧客使用旅遊網站的實際使用認知有用性、易用性及有趣性會有顯著影響。
3. 服務品質對顧客使用旅遊網站之實際使用認知有顯著影響。
4. 旅遊網站顧客的期望與實際使用認知之間的落差與服務品質，是影響顧客滿意度最重要的因素。
5. 旅遊網站顧客的滿意度對再購意願有顯著影響。

In the recently years, travel websites are developing vigorously: not only the markets of travel websites, but also the purchasing frequencies are rising swiftly. The reason for which people would like to purchase on-line travel websites again is an important area of research. However, previous related studies all stressed on the situation of technology acceptance model (TAM), the study is based on the application of Expectation-Confirmation Theory (ECT), and then develops a behavior model that would influence customers’ continuous travel websites usage. Using this behavior model explores after purchasing and using products and services from the travel websites, whether a gap which exists between expectation and reality would distinctly affect satisfactions.
This study collected questionnaires from 233 people who have purchased products or been serviced on travel websites. Find a gap which exists between expectation and reality, service quality would affect satisfaction of customers.

封面內頁
簽名頁
授權書 iii
中文摘要 iv
英文摘要 vi
誌謝 vii
目錄 ix
圖目錄 xii
表目錄 xiii

第一章 緒論
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 5
1.4 研究流程 5
第二章 文獻探討
2.1 期望確認理論 8
2.1.1 期望確認理論概說 8
2.1.2 期望確認理論構面定義 11
2.2 科技接受模式與有趣性 12
2.3 交易成本 15
2.4 資訊品質與系統品質 16
2.4.1 資訊品質 17
2.4.2 系統品質 19
2.5 服務品質 20
2.5.1 服務品質 21
2.5.2 服務品質定義 22
第三章 研究模型與假說
3.1 研究模型與假說 23
3.1.1 研究模型 23
3.1.2 構面定義 25
3.2 研究假設之建立 26
第四章 研究方法
4.1 研究量表設計 29
4.2 研究對象 32
4.3 先導測試(Pilot Test)分析結果 33
4.3.1 因素分析結果 34
4.3.2 信度分析結果 43
4.4 統計分析方法 44
第五章 資料分析
5.1 樣本基本資料分析 46
5.1.1 基本資料分析 46
5.1.2 樣本網路使用特性 48
5.2 正式問卷分析結果 49
5.2.1 因素分析結果 50
5.2.2 信度分析結果 59
5.3 假說檢定之路徑分析 60
5.3.1 路徑分析 61
5.3.2 多元共線性診斷 62
5.4 T檢定 64
5.5 個案訪談 65
5.5.1 個案訪談內容 66
5.5.2 個案分析 67
第六章 結論與建議
6.1 研究發現 69
6.2 管理意涵與建議 71
6.3未來研究之建議 73
參考文獻 75
附錄一 後測研究問卷 82

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