由於網際網路的普及以及全球化競爭的激烈挑戰下，網際網路的興起帶動了各式網站紛紛開設，網路電子商務已經成為傳統行銷通路以外另一個新興通路，其全年無休、成本低廉、以全球為市場的優勢，更可以滿足消費者的需求，使得電子商務成為未來商業發展的主流。旅遊網站提供者藉由網站提供符合消費者需求的旅遊產品或服務，提昇消費者的生活品質與便利性，以期在競爭激烈的環境中開拓更多的商機，進而強化本身的競爭優勢。

本研究希望能藉由旅遊網站的設計因素，研究相關旅遊網站設計品質、旅遊網站設計特性以及旅遊網站購物價值、信任、滿意度及購買意願等理論為基礎，發展研究架構，並以滿意度及信任作為串連的基礎，建立旅遊網站設計品質、旅遊網站設計特性以及旅遊網站購物價值等促進消費者信任及滿意度進而提昇其購買意願。研究結果顯示旅遊網站設計品質顯著影響消費者信任；旅遊網站設計品質、旅遊網站設計特性及旅遊網站購物價值顯著影響消費者滿意度；滿意度顯著影響信任，而整體消費者滿意度及信任影響消費者購買意願。

As a result of the popularization of internet and severe global competition, the rise of internet facilitates the opening of website and therefore electronic commerce has become a new business channel, in addition to traditional ways of marketing. The year round non-stop service, low cost, and global market reach which meet consumer demand have made electronic commerce the mainstream for future business development. Travel website which provides consumer travel products and services trough websites have elevated the quality of life and convenience for consumers. It also strengthens its competitive advantage to cultivate more business opportunities in a competitive environment.

This research looks through the design factors of travel website to study relevant literature on travel websites design quality, travel website design characteristics, travel website shopping value, trust, satisfaction, and purchase intention. Based on those theories, this research uses satisfaction and trust as a foundation to establish the design quality of travel website, the design characteristics of travel website, and the shopping value of travel website to promote consumer trust and satisfaction that is geared to purchase intention. The results show that the quality of design substantially affects consumer trust; the design quality, design characteristics, and shopping value substantially affect consumer satisfaction; consumer satisfaction substantially affects, and the overall consumer satisfaction and trust affect consumer purchase intention.

中文摘要 ……………………………………………………………... I
英文摘要 ……………………………………………………………... II
誌謝辭 ……………………………………………………………... III
目錄 ……………………………………………………………... IV
表目錄 ……………………………………………………………... VI
圖目錄 ……………………………………………………………... VII
第一章 緒論……………………………………………................... 1
第一節 研究背景與動機…………………………………………... 1
第二節 研究範圍……………………………………………........... 2
第三節 研究目的……………………………………………........... 3
第四節 研究流程……………………………………………........... 4
第二章 文獻探討……………………………………………........... 5
第一節 電子商務……………………………………………........... 5
第二節 旅遊網站....………………………………………............... 7
第三節 旅遊網站設計因素與信任與滿意度…………………....... 9
第四節 消費者滿意度與信任與購買意願……………………....... 26
第三章 研究架構與研究方法……………………………………... 32
第一節 研究架構……………………………………………........... 32
第二節 研究假說……………………………………………........... 33
第三節 研究變數操作性定義與衡量問項……………………....... 33
第四節 問卷設計…………………………………………………... 37
第四章 資料分析與研究結果……………………………………... 38
第一節 樣本基本資料………………………………………........... 38
第二節 資料分析……………………………………………........... 47
第三節 信度分析……………………………………………........... 47
第四節 效度分析...………….……………………………………... 49
第五節 研究結果……………………………………………........... 51
第五章 結論與建議……………………………………………....... 54
第一節 研究結論……………………………………………........... 54
第二節 管理意涵……………………………………………........... 55
第三節 未來研究建議………………………………... 58
參考文獻 ……………………………………………………………… 59
附錄一 問卷………………………………………………………… 72
表2.2.1 國內旅遊網站 8
表2.3.1 服務品質研究彙總 11
表2.3.2 資訊品質研究彙總 13
表2.3.3 系統品質研究彙總 15
表2.3.4 系統使用研究彙總 19
表2.3.5 學習效能研究彙總 20
表2.3.6 享樂價值研究彙總 23
表2.3.7 功利價值研究彙總 25
表3.3.1 研究變數操作性定義與衡量問項 34
表4.1.1 樣本基本資料 39
表4.1.2 最常瀏覽旅遊網站 41
表4.1.3 性別分布比率 42
表4.1.4 年齡分布比率 42
表4.1.5 教育程度分布比率 43
表4.1.6 職業分布比率 43
表4.1.7 平均月所得分布比率 44
表4.1.8 使用網路經驗分布比率 45
表4.1.9 使用旅遊網站查詢旅遊資訊的經驗分布比率 45
表4.1.10 每月使用旅遊網站查詢旅遊資訊的次數分布比率 46
表4.1.11 使用旅遊網站目的分布比率 46
表4.3.1 測量尺度整理表 48
表4.4.1 區間效度的結果 50
表4.5.1 研究假設檢定 52
圖1.4.1 研究流程 4
圖3.1.1 研究架構 32
圖4.5.1 結構模型分析 53

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三、網路資料
1.1111旅遊網http://travel.1111.com.tw/
2.中天旅行社http://www.chinasky.com.tw/
3.天喜旅行社http://www.skylark.com.tw
4.玉山票務http://www.ysticket.com/
5.可樂旅遊http://www.colatour.com.tw/
6.東南旅遊網http://www.settour.com.tw/
7.東森旅遊http://www.etholiday.com/
8.易票通旅遊網http://www.ezcoupon.com.tw/
9.雄獅旅遊網http://www.liontravel.com/
10.鳳凰旅行社http://www.travel.com.tw/
11.燦星旅遊網http://www.startravel.com.tw/
12.攜程旅行網http://big5.ctrip.com/
13.ezTravel易遊網http://www.eztravel.com.tw/
14.ezfly易飛網http://www.ezfly.com/
15.ZUJI足跡http://www.zuji.com.tw/
16.資策會FIND (2008), 全球上網人口調查, 經濟部技術處創新資訊應用研究計畫, http://www.find.org.tw/find/home.aspx?page=many&id=219
17.資策會FIND (2009)，2008年12月底止我國網際網路用戶數調查，經濟部技術處創新資訊應用研究計畫， http://www.find.org.tw/find/home.aspx?page=many&id=205。
18.eMarketer (2007), Website: http://www.emarketer.com/
19.NUA Internet Survey (2001), Website:http://www.nua.ie/surveys/how_many_online