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研究生:李傑瑋
研究生(外文):Jie-Wei Lee
論文名稱:連鎖暨獨立旅館網站評估之比較研究-以台灣及香港為例
論文名稱(外文):An Evaluation of Chain and Independent Hotel Websites in Taiwan and Hong Kong
指導教授:陳江明陳江明引用關係丁冰和丁冰和引用關係
指導教授(外文):Chiang-Ming ChenPing-Ho Ting
口試委員:汪淑台郭振峰施信佑
口試委員(外文):Shu-Tai WangChen-Feng KuoHsin-Yu Shih
口試日期:2014-06-24
學位類別:碩士
校院名稱:國立暨南國際大學
系所名稱:經濟學系
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:中文
論文頁數:69
中文關鍵詞:網站評估連鎖飯店對應分析eMICA
外文關鍵詞:website assessmentchain hotelscorrespondence analysiseMICA
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本篇研究採用內容分析法針對台灣及香港的獨立、一般連鎖及跨國連鎖飯店之網站進行評估及分析,當中整合文獻建立評估網站之特點,分析網站的功能廣度、網站發展度及內容豐富度,探討各類型飯店的特色及差異。

研究結果顯示在同規模的旅館中台灣旅館表現較香港旅館出色,而在不同規模旅館中,國際連鎖飯店優於一般連鎖飯店優於獨立飯店;在功能廣度上各類型飯店皆有顯著的差異;發展程度方面除了高互動性無顯著外,其他均達顯著的差異;在豐富度上除了音效及影片,其他均有顯著的差異。

不同類型的旅館網站內容明顯不同,(1)台灣國際連鎖飯店偏向引用較高科技之特點建立客戶端資料以掌握顧客的需求。(2)香港國際連鎖飯店偏重使用較高科技的特點做銷售較注重行銷功能方面。(3)台灣一般連鎖飯特色為與同集團旗下各地區旅館網站的連結,配合附近景點作旅遊規劃。(4)香港一般連鎖飯店偏向重視商務客戶為主,強調便利性為其取向。(5)台灣獨立飯店主要以開場動畫吸引使用者進入網站,以及超連結旅遊景點與附近景點介紹配合其旅館作銷售。(6)香港獨立飯店所有飯店類型中最差的,網站只有基礎資訊的介紹,並無明顯特色。最後依據研究結果歸納出結論與網站不足之處作相關探討。

This study adopted content analysis to conduct assessment and analyze the websites of independent, general chains and multinational chain hotels in Taiwan and Hong Kong. The study integrated related literatures to build the features of assessing websites including breadth of websites, development degree of websites and content richness of website. The study explored the characteristics and differences of various types of hotels through descriptive statistics, one-way ANOVA, multiple correspondence analysis and principal component analysis.

The results showed that Taiwan hotels performed more excellently than Hong Kong hotels in the same level of size, while in different sizes, the international chain hotels are superior to general chain hotels and independent hotels. In the functional breadth various types of hotels have significant differences. In the development degree, except for high interactivity stage, the others reached significant differences. In website richness, except for audio and video, the others showed a significant difference.

All type of hotel website contents are significantly different. We summarize as the follows. (1) The international chain hotels in Taiwan tend to adopt high technology to build client information to grasp the needs of customers. (2) The international chain hotels in Hong Kong tend to adopt high technology for sales and marketing. (3) The general chain hotels in Taiwan link all hotels of the same group to plan tourism line with related nearby attractions. (4) The general chain hotels in Hong Kong tend to focus on business customers, convenience. (5) Taiwan independent hotels mainly adopt the open animation to attract users to enter their websites, where the hyperlinks of related tourist attractions to promote. (6) Hong Kong independent hotels are the worst among all types of hotels, for there is only basic information on the website without obvious characteristics. Finally, according to the findings, conclusions and related discussions on the shortcomings of the websites are summarized.

目次
第一章、緒論............................................................1
(一)、研究背景........................................................1
(二)、研究動機........................................................2
(三)、研究目的........................................................4
第二章、文獻回顧.........................................................6
(一)、數位商務模式.....................................................6
(二)、網站發展階段.....................................................8
(三)、網站評估系統.....................................................9
1.網站構面分析法....................................................10
2.網站發展程度......................................................14
3.網站內容豐富度....................................................17
第三章、研究設計及方法....................................................19
(一)、研究流程........................................................19
(二)、評估架構........................................................21
(三)、操作型定義......................................................23
1.網站功能廣度......................................................23
2.功能廣度篩選(效度).................................................24
3.網站發展程度......................................................25
4.內容分析與信度檢驗.................................................26
5.網站豐富度之定義與計算方式...........................................26
(四)、抽取樣本........................................................27
(五)、統計方法........................................................28
1.敘述性統計........................................................28
2.單因子變異數分析ANOVA及scheffe事後檢定...............................28
3.多元對應分析(Multiple Correspond Analysis, eMICA)..................28
4.主成份分析(Principle Components Analysis)..........................29
第四章、結果與討論........................................................30
(一)、信度分析.........................................................30
(二)、敘述統計.........................................................32
(三)、單因子變異數分析及scheffe事後檢定...................................38
1.功能廣度分析.......................................................38
2.發展程度分析.......................................................41
3.網站豐富度分析.....................................................43
(四)、多元對應分析(Multiple Correspondence Analysis, eMICA).............45
(五)、主成份分析(Principle Components Analysis).........................49
第五章、結論與探討.........................................................53
(一)、結論.............................................................53
(二)、各類型旅館網站不足部分之探討.........................................55
1.台灣國際連鎖飯店....................................................55
2.香港國際連鎖飯店....................................................55
3.台灣一般連鎖飯店....................................................56
4.香港一般連鎖飯店....................................................56
5.台灣獨立飯店.......................................................56
6.香港獨立飯店.......................................................57
(三)、研究結果與相關文獻之探討............................................59
第六章、研究限制..........................................................61
參考文獻.................................................................62
附錄....................................................................65
附錄1民國99年電腦應用報告................................................65
附錄2新經濟指標排名評比..................................................65
附錄3網路相關指標(普及率)評比.............................................66
附錄4網站分析之樣本......................................................67

圖次
圖1網站評估架構...........................................................6
圖2電子商務網站設計方法.....................................................7
圖3價值目的評估(Value-Purpose Evaluation)..................................9
圖4旅館網站績效之概念架構...................................................11
圖5旅館網站可用性表現架構...................................................12
圖6 eMICA模式............................................................15
圖7研究流程表.............................................................20
圖8網站評估架構圖..........................................................22
圖9各類型飯店特點達成率直方圖(1-8項)..........................................32
圖10各類型飯店特點達成率直方圖(9-17項)........................................33
圖11各類型飯店特點達成率直方圖(18-25項).......................................33
圖12各類型飯店特點達成率直方圖(26-33項).......................................34
圖13各類型飯店特點達成率直方圖(34-41項).......................................35
圖14各類型飯店特點達成率直方圖(42-49項).......................................35
圖15各類型飯店特點達成率直方圖(50-57項).......................................36
圖16各類型飯店之功能廣度及發展程度達成率折線圖...................................37
圖17多元對應分析圖..........................................................46
圖18主成分分析立體座標圖.....................................................52

表次
表1各國網路化社會的準備程度調查報告資料..........................................4
表2Wan(2002)網站評估架構....................................................13
表3eMICA架構..............................................................16
表4網站評估架構.............................................................18
表5分類屬性定義.............................................................23
表6特點歸納至構面...........................................................24
表7特點歸納至eMICA.........................................................25
表8台灣飯店Kappa係數運算表...................................................30
表9香港飯店Kappa係數運算表...................................................31
表10功能廣度單因子變異數分析..................................................38
表11功能廣度scheffe事後檢定.................................................39
表12發展成度單因子變異數分析..................................................41
表13發展成度scheffe事後檢定.................................................41
表14網站豐富度單因子變異數分析................................................43
表15網站豐富度scheffe事後檢定...............................................43
表16多元對應分析之特點與旅館座標..............................................46
表17各飯店網站特點歸納表.....................................................47
表18主成分分析係數..........................................................49
表19各構面代表號符號.........................................................50
表20各類型飯店主成分分析座標..................................................51
表21各類型旅館網站特色及不足部分之探討..........................................58

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