隨著網路科技的進步，使用網際網路也日漸普及，而網路購物的市場規模也逐年增加，網路商店成為消費者購買商品的重要通路，其中旅遊商品是網路購物市場的重要類別，有越來越多消費者透過網路購買旅遊商品，面對龐大商機，許多旅遊業者紛紛投入網路通路的經營，讓消費者在旅遊網站瀏覽及購買套裝旅遊行程，有關消費者對旅遊網站服務品質和套裝旅遊服務品質間關係值得研究，此為本研究主要動機和目的。本研究對象是曾經使用旅遊網站購買套裝旅遊行程的消費者，目的在了解顧客對旅遊網站服務品質知覺、網路購物態度、套裝旅遊服務品質、顧客滿意度和再購意願間關係，研究者根據文獻發展觀念架構圖，採取問卷調查方式回收有效問卷254份，以結構方程模型驗證各項假說，結果說明如下：第一，消費者對旅遊網站服務品質的知覺對其網路購物態度、套裝旅遊服務品質知覺和顧客滿意度皆有正向影響效果，但對再購意願的影響不顯著；第二，消費者的網路購物態度對套裝旅遊服務品質知覺、顧客滿意度和再購意願皆有正向影響；第三，消費者對套裝旅遊服務品質知覺對其顧客滿意度有正向影響，而顧客滿意度對顧客再購意願有正向影響。

With the progress of science and technology, the global online shopping market is increasing year by year. Online store is becoming an important shopping channel for consumers. The travel merchandises is an important category of online shopping and more and more consumers shopping travel merchandises online. Many tourism businesses have involved the online virtual channels and enabling their consumers to buy package tours online. The relationship between the e-travel service quality and package tours service quality needs to pay attention and this is the main purpose of this study. The samples are customers who had purchased package tours on travel websites. The research proposed a conceptual model to explore the relationships among e-travel service quality, online shopping attitudes, package tours service quality, consumer satisfaction and repurchase intention. 254 samples were collected. The results of structural equation model are as follows: first, the effects of e-travel service quality on online shopping attitudes, package tour service quality and customer satisfaction are positive; second, the effects of online shopping attitudes on package tour service quality, customer satisfaction and repurchase intention are positive; third, the effects of package tour service quality on customer satisfaction and repurchase intention are positive.

目錄
摘要 ……………………………………………………………………. i
英文摘要 ……………………………………………………………………. ii
誌謝 ……………………………………………………………………. iii
目錄 …………………………………………………………………… iv
表目錄 …………………………………………………………………… vii
圖目錄 ……………………………………………………………………. ix
第一章 緒論 ……………………………………………………………… 1
1.1 研究背景 ……………………………………………………………… 1
1.2 研究動機 ……………………………………………………………… 1
1.3 研究目的 ……………………………………………………………… 2
1.4 研究流程 ……………………………………………………………… 3
第二章 文獻探討 ………………………………………………………….. 5
2.1 套裝旅遊服務品質 ……………………………………………………. 5
2.2 網站服務品質 ……………………………………………………. 12
2.2.1 網站服務品質定義 ………………………………………………... 12
2.2.2 網站服務品質的衡量 ……………………………………………….. 16
2.3 顧客網路購物態度 ……………………………………………………. 19
2.4 顧客滿意度 ……………………………………………………………… 20
2.5 再購意願 ……………………………………………………………… 21
2.6 研究假設 ……………………………………………………………… 21
2.6.1網站服務品質與顧客網路購物態度 ………………………………….. 21
2.6.2顧客網路購物態度與套裝旅遊服務品質 ……………………………. 22
2.6.3 網站服務品質與套裝旅遊服務品質 ………………………………….. 23
2.6.4 網站服務品質與顧客滿意度 ………………………………………….. 23
2.6.5 顧客網路購物態度與顧客滿意度 ……………………………………. 24
2.6.6套裝旅遊服務品質與顧客滿意度 ……………………………………. 24
2.6.7顧客網路購物態度與再購意願 ……………………………………. 25
2.6.8網站服務品質與再購意願 ………………………………………….. 25
2.6.9顧客滿意度與再購意願 ……………………………………………… 27
第三章 研究方法 ……………………………………………………….. 28
3.1 研究架構 ………………………………………………………………. 28
3.2 變數操作型定義 ……………………………………………………….. 29
3.2.1網站服務品質 ………………………………………………………. 29
3.2.2顧客網路購物態度 …………………………………………………… 31
3.2.3套裝旅遊服務品質 …………………………………………………… 32
3.2.4顧客滿意度 …………………………………………………………… 33
3.2.5再購意願 ……………………………………………………………….. 34
3.3資料收集 ……………………………………………………………….. 35
3.4統計分析方法 ……………………………………………………………. 35
3.4.1敘述性統計分析 ……………………………………………………… 35
3.4.2信度分析 ……………………………………………………………… 36
3.4.3效度分析 ……………………………………………………………… 36
3.4.4相關分析 …………………………………………………………….. 36
3.4.5結構方程模式(SEM) …………………………………………………. 37
第四章 資料分析 ………………………………………………………….. 38
4.1敘述性統計分析 ………………………………………………………….. 38
4.1.1樣本結構敘述性統計分析 ……………………………………………. 38
4.1.2衡量題項敘述性統計分析 ……………………………………………. 40
4.2問卷信度分析 …………………………………………………………. 44
4.3效度分析 …………………………………………………………. 49
4.3.1收斂效度 …………………………………………………………….. 49
4.3.2區別效度 …………………………………………………………….. 55
4.4相關分析 …………………………………………………………….. 57
4.5整體配適度指標 ……………………………………………………….. 57
4.6假設驗證 ……………………………………………………………….. 60
第五章 結論與建議 ……………………………………………………… 63
5.1研究結論 ……………………………………………………………….. 63
5.1.1使用者基本資料 ………………………………………… 63
5.1.2結構方程模式實證結果分析 ………………………………………… 64
5.2研究限制 ……………………………………………………………….. 65
5.3後續研究 ……………………………………………………………….. 66
參考文獻 …………………………………………………………………… 67
附錄
問卷 …………………………………………………………………………. 74







表目錄

表2-1服務品質衡量構面的演進 ………………………………………... 8
表2-2套裝旅遊服務品質相關研究 …………………………………… 10
表2-3網站服務品質衡量構面 …………………………………………… 16
表2-4 e-SERVQUAL衡量構面 ……………………………………………. 17
表2-5網站服務品質相關研究 ……………………………………………. 18
表3-1 網站服務品質量表 ………………………………………………... 29
表3-2 顧客網路購物態度量表 ……………………………………………. 31
表3-3 套裝旅遊服務品質量表 ……………………………………………. 32
表3-4 顧客滿意度量表 ……………………………………………………. 33
表3-5 再購意願量表 ……………………………………………………. 34
表4-1 受訪者資料敘述統計分析 ……………………………………….. 38
表4-2 網站服務品質題項敘述統計分析 ……………………………….. 41
表4-3 顧客網路購物態度題項敘述統計分析 …………………………… 42
表4-4 套裝旅遊服務品質題項敘述統計分析 ……………………………. 43
表4-5 顧客滿意度題項敘述統計分析 ……………………………………. 44
表4-6 再購意願題項敘述統計分析 ……………………………………. 44
表4-7網站服務品質量表之信度指標 ……………………………………. 45
表4-8顧客網路購物態度構面信度分析 ……………………………………. 46
表4-9套裝旅遊服務品質量表之信度指標 ……………………………… 47
表4-10顧客滿意度構面信度分析 ………………………………………….. 48
表4-11再購意願構面信度分析 ………………………………………….. 49
表4-12網站服務品質二階驗證性因素分析 ……………………………… 50
表4-13顧客網路購物態度量表驗證性因素分析 ………………………... 52
表4-14套裝旅遊服務品質二階驗證性因素分析 ………………………... 52
表4-15 顧客滿意度量表驗證性因素分析 ……………………………….. 54
表4-16 再購意願量表驗證性因素分析 ………………………………... 55
表4-17 區別效度分析與變異數相關分析表 ……………………….. 56
表4-18整體模型配適度分析結果 ………………………………………... 59
表4-19 架構模型路徑係數 ………………………………………………... 62



















圖目錄

圖1-1 研究流程圖 ………………………………………………………… 4
圖2-1 服務品質缺口模式 ……………………………………………. 7
圖2-2 網路服務品質知覺模式 …………………………………………… 14
圖3-1 研究架構圖 ……………………………………………………. 28
圖4-1 架構模型與參數結構 ……………………………………………. 61

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