臺灣博碩士論文加值系統

It is my pleasure to express my sincere gratitude to my supervisor Dr. Ming Hsiung Hsiao for his support, encouragement throughout the research process. He had devoted his valuable time and efforts in patiently guiding me to complete this thesis. I would like to convey my special thanks to him for his assistance and encouragement. During time in Taiwan, I learned many things and also experience from professors.
Next, I would like to send my grateful to my family who always encourage me in everything I did. Thank all of them for their love.
Finally, I would like to show my thankfulness to my friends, my classmates in STU. It’s really a best time for us to study and live together.

Abstract i
Acknowledgment iii
Table of Contents iv
List of Tables vi
List of Figures vii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Motivation 2
1.3 Purposes and Research Questions 5
1.4 Structure of the Thesis 6
Chapter 2 Literature Reviews 9
2.1 E- Tourism 9
2.1.1 Functional activities of e-commerce 10
2.1.2 Benefits of using internet for electronic tourism firms 11
2.1.3 Disadvantage of e-tourism 12
2.1.4 Customer expectation in e-tourism 12
2.1.5 Impact of internet on tourism industry 13
2.1.6 Threat of tourism websites 14
2.1.7 Barriers to introducing IT in small to medium sized hospitality organizations 15
2.2 Satisfaction in Tourism 17
2.3 Outline Satisfaction 18
2.4 Convenience 20
2.5 Merchandising 23
2.6 Site Design 25
2.7 Financial Security 27
2.8 Motivation 29
Chapter 3 Research Methods 30
3.1 Qualitative versus quantities approach 30
3.2 Method and Resource of Data Collection 31
3.3 Research Variable 32
3.4 Research Model and Hypothesis 32
3.5 Questionnaire Design 37
3.6 Sampling and Survey 38
Chapter 4 Research Results 40
4.1 Descriptive Statistics 41
4.1.1 Gender of the respondents 41
4.1.2 Age of the respondents 42
4.1.3 Experience of the respondents 42
4.1.4 Salary of the respondents 43
4.1.5 Time using website about tourism of the respondents 44
4.2 Construct Reliability 45
4.3 Factor Analysis 47
4.4 Correlation Coefficient 55
4.5 Multiple Regressions 55
4.6 Summary of Results 56
Chapter 5 Conclusions and Limitations 58
5.1 Conclusions 58
5.2 Suggestions 59
5.3 Limitations 59
References 60

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