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研究生:蘇琮凱
研究生(外文):Tasung-Kai Su
論文名稱:探討民宿網站的遠距臨場感對訂購意圖之影響
論文名稱(外文):A Study of the Effect of Telepresence on Customer’s Purchasing Intention in Bed and Breakfasts
指導教授:林清同林清同引用關係
指導教授(外文):Ching-Torng Lin
口試委員:林清同吳為聖詹永寬
口試委員(外文):Ching-Torng LinWeishen WuY. K. Chan
口試日期:2012-07-18
學位類別:碩士
校院名稱:大葉大學
系所名稱:資訊管理學系碩士班
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:44
中文關鍵詞:民宿涉入虛擬實境購買意願
外文關鍵詞:B & Binvolvementvirtual realitypurchase intention
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外出旅遊已經是人們生活中的一環。除了當日往返,旅遊不可避免要選擇住宿。民宿能帶給人溫暖舒適的感覺,讓長時間在都市生活的人可以充分休息,因此風景區旅遊,常以民宿為選項居多。隨之,大量民宿在風景旅遊區應運而生,但因眾多而產生激烈競爭問題。如何以小成本突破激烈競爭,民宿網站的經營就顯得特重要,尤其如何讓網站能夠充分突顯民宿特色及適合休憩,以吸引遊客休憩意願,為當今民宿經營者重要也是困難的議題。
本文以民宿網站中導入逼真的虛擬實境,探討遊客休憩購買意圖是否受到不同層次遠距臨場感之民宿網站設計影響,並考量遊客不同之民宿涉入層次之影響。因此,本研究以(2×3)因子實驗設計法,以240位大學生為受測者進行實驗。研究發現民宿網站的臨場感與遊客對民宿的涉入程度對遊客休憩購買意圖具有顯著影響,且具有交互相影響效果。當臨場感覺高時,將會影響不同涉入程度的消費者,反之如果臨場感較差,則涉入程度也會有所影響。因此民宿業者應妥善增加網站的臨場感,以提高遊客對民宿的購買意願,尤其以不同時節的臨場感變化。


Travel is part of people's lives. In addition to day trip, tourist will chose to stay. B& B that can let people feel warm and comfortable, it makes them relax. When travelers going to scenic area, they always chose B& B to stay. Then, more and more B& Bs have competition issues. How to use low-cost to break the fierce competition. Operating the B& B website is very important. How to let the websites show B& B’s characteristics and comfortable environment to attract tourists is an important and difficult issue for B& B operators. This study using virtual reality to investigate whether travelers purchasing intention by the distance presence of different levels of B & B Website Design. And considering the different visitors’ involvement level. Therefore, this research using (2*3) factorial experiment design. Experiment via 310 undergraduate students. The results including: (1) B& B websites’ presence significant impact the travelers’ purchasing intention.(2)The involvement of B& B of travelers significant impact the travelers’ purchasing intention. (3) The B& B websites’ presence and involvement of B& B of travelers have interaction. So, the B& B’s operators should improve the presence of website to improve the customer’s purchasing intention, especially the change of presence of different seasons.
中文摘要..........................iii
英文摘要..........................iv
致謝辭...........................v
內容目錄..........................vi
圖目錄...........................viii
表目錄...........................ix
第一章 緒論..........................1
第一節 研究背景......................1
第二節 研究動機......................2
第三節 研究目的......................6
第四節 研究限制......................6
第二章 文獻探討........................8
第一節 民宿發展與現況...................8
第二節 涉入程度......................9
第三節 遠距臨場感.....................11
第三章 研究方法........................18
第一節 研究假說......................18
第二節 二因子因子設計...................19
第三節 變數之操作性定義及衡量方法.............20
第四節 研究實驗設計....................22
第五節 實驗流程......................25
第六節 資料處理與分析...................26
第四章 研究結果與討論.....................27
第一節 基本敘述統計....................27
第二節 涉入程度與不同程度網頁臨場感對於購買意願的影響...30
第三節 多重比較......................31
第四節 小結........................32
第五章 研究結論與未來發展...................33
第一節 研究結論與建議...................33
第二節 未來發展......................33
參考文獻...........................35
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吳武忠、王蘭薰與顏湘芬(2010) 。金門委外經營與民間自營民宿經營模式評價之比較研究。管理實務與理論研究,第四卷 第三期,pp.76~97。

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二、英文部分
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三、網站


內政部移民署. Retrieved 2011/10/30, from http://www.immigration.gov.tw/mp.
asp?mp=1

交通部觀光局. Retrieved 2012/3/8, from http://admin.taiwan.net.tw/

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World+Tourism+Barometer&sortorder=asc&p=ed9ef2aeee6a4d0d836acb84d2ed7c92&o=0

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