臺灣博碩士論文加值系統

網路改變了產業的行銷與商業模式，飯店業者也積極架設網站來宣傳飯店及吸引線上購物族群，卻難以與線上旅遊仲介網站抗衡，飯店網站內容是否具有吸引瀏覽者注意，進而增加在網站上消費的意願，再者，瀏覽者對於飯店網站應該具備的功能及提供什麼資訊，才能符合需求，並且對目前飯店網站的滿意程度，皆為探討之重點。
本研究第一部份以飯店網站經營者觀點，對台灣63家國際級觀光飯店所建置之網站為研究對象進行評估，採內容分析法(content analysis)對其網站內容進行客觀且有系統之量化分析，分析項目包括網站設計特性(互動性、導覽性、功能性)以及網站的行銷特性，並比較飯店等級與網站內容的差異程度，第二部份以使用者觀點來探討網站資訊項目的重要程度、飯店網站瀏覽經驗與滿意度，並與第一部份網站內容分析結果進行比較。研究結果發現飯店網站充分利用網路行銷管道，整體的表現不俗，等級較高的飯店網站在行銷特性部份表現較佳，因為網路的線上商機可為飯店帶來實質上利益，但是在使用者認知重要程度高的溝通方式(例如:E-mail、線上建議表格、線上諮詢)則不夠多樣，因而互動性不足。在功能性部分，一半以上的網站只重視本身飯店資訊的提供，對於其他旅遊資訊皆無法從飯店網站獲得，使得資訊豐富程度也不足，而使用者重視的資訊是與飯店整合的旅遊資訊，而非零個別散的資訊連結可滿足的。飯店的等級也會影響對飯店網站的滿意程度，等級越高滿意程度較高。研究結果可提供飯店業者在建置或修正網站時依循的方向，作為其設計網站內容的參考，同時亦建立觀光飯店網站成功要素的基本架構，使網站能發揮最大的行銷效果。

The internet represents a significant change in the business model and marketing overall industries. The hotel owner built websites to promote and attract online customers. It’s the concerned point that the contents and functions of hotel websites could meet and satisfy the customers’ need or not.
First step of this study is using content analysis to evaluate 63 websites of international hotels in Taiwan objectively and systematically based on hotel owners’views. The items include site design characteristic (interactivity, navigation, and functionality) and site marketing characteristic. Also, the study analyzes the difference in website content between four and five star hotels. The second step is to examine the importance of items on the websites, the customers’experiences of surfing the hotel websites and the satisfaction degrees of customers. At last, we compare the outcomes between the two steps.
The findings show that hotels build up websites for marketing purpose and most of them get great performance. Hotels ranked higher have better performances on the “marketing characteristic”. However, the interaction between websites and users is not enough to meet users’ requirements, and the channels of communication which are valued by users are not various enough too. More than half of the hotels’ websites only focus on providing hotel information and offer few nearby traveling information. The information is not rich and the scattered information can not satisfy users. Users place importance on the integration about hotel and traveling information. Besides, the hotel rank influences satisfaction degree towards hotel websites. Hotels rank higher, users’satisfaction degree is higher.
The result of this research can provide directions/guidelines for hotel to build up or modify its website. At the mean time, the main factors of setting up a success website are identified. The website contents according to the suggestions proposed in this research will have great marketing effect.

第壹章 緒論
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第貳章 文獻探討
第一節 網站評估 6
第二節 顧客滿意度 17
第叁章 研究方法
第一節 研究架構 20
第二節 研究對象與方法 21
第三節 研究評估表及使用者滿意度問卷 26
第四節 問卷前測與信度分析 34
第五節 資料處理與分析方法 37
第肆章 研究結果與分析
第一節 評估結果不一致部分 38
第二節 網站評估結果分析 38
第三節 顧客滿意度分析 45
第伍章 結論與建議
第一節 結論 57
第二節 研究貢獻 58
第三節 研究限制 59
第四節 未來研究建議 59
參考文獻 61
附錄A飯店網站線上評估系統 68
附錄B線上使用者滿意度調查問卷 69
附錄C評估結果不一致列表 75

中文部份
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(2)報紙及非學術期刊
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(3)網站資料
台灣家戶網路應用調查，台北市：經濟部工業局，民國98年3月28日，取自http://www.communications.org.tw/getdetail.php?n_unit=861
國際觀光旅館名錄，台北市：交通部觀光局，民國98年5月20日，取自http://t-hotel.tbroc.gov.tw/politics/international.asp。
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