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研究生:郭蕙心
研究生(外文):Hui-Hsin Kuo
論文名稱:網站信任與旅館線上和離線品牌形象對顧客透過第三方訂位網站線上訂房意願影響之研究
論文名稱(外文):The Impact of Website Trust and Hotel Online and Offline Brand Image on Customers’ Online Room Booking Intentions via Third Party Booking Websites
指導教授:劉聰仁劉聰仁引用關係
指導教授(外文):Tsong-Zen Liu
學位類別:碩士
校院名稱:國立高雄餐旅大學
系所名稱:餐旅管理研究所
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2014
畢業學年度:102
語文別:英文
論文頁數:87
中文關鍵詞:網站信任品牌形象多元管道旅館預約訂房網站
外文關鍵詞:website trustbrand imagemulti-channel/cross-channelhotel reservationbooking website
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以網路為基礎的旅館訂房科技興起,代表現今顧客可透過多元管道(線上和離線)蒐集資訊和訂房。因此,旅館需了解顧客運用何種管道訂房以及影響其訂房的因素。本研究致力於了解網站信任、線上與離線的旅館品牌形象,在顧客面對多元管道交易時,對其透過第三方訂位網站訂房意願的影響。透過因素分析歸納出網站信任、旅館線上與離線品牌形象為主要構面,但只有旅館線上形象在顧客面對多元管道交易時,對其訂房意願有顯著正向影響。研究結果可協助旅館經營者更有效率分配其行銷通路。

The rise of the internet-based hotel room booking technology presents customers today gathering information and making reservation from multi-channels (online and offline). Therefore, having a better understanding of customers’ accommodation online and offline booking channels and factors affecting their booking intentions is essential for hoteliers. This study aims to understand the impact of website trust and hotels’ online and offline brand image on customers’ booking intentions via third party booking websites when conducting multi-channel transactions. Three dimensions were derived by factor analysis, namely: website trust, online brand image, and offline brand image. The results indicate that only hotels’ online brand image has a positive impact on customers’ online booking intentions, which is the most important factor that influences customers’ booking decisions in a cross-channel transaction. The findings will help hoteliers distribute products more effectively.

COVER PAGE………………………………………………………………….i
VIVA COMMITTEE MARKING SHEET……………………………………ii
ABSTRACT…………………………………………………………………….iii
ACKNOWLEGMENT…………………………………….……………..….v
TABLE OF CONTENTS…………………………………………………….…vi
LIST OF FIGURES……………………………………………………………. ix
LIST OF TABLES..……………………………………………………………. ix
CHAPTER 1 - INTRODUCTION ........................................................................ 1
1.1 Background ................................................................................................................... 1
1.2 Purpose of the study ..................................................................................................... 4
1.3 Aims and Objectives ..................................................................................................... 5
1.4 Research Structure ........................................................................................................ 5
CHAPTER 2 - LITERATURE REVIEW ............................................................. 6
2.1 Third Party Booking Websites ...................................................................................... 6
2.2 Consumers’ Accommodation Booking Behaviour ....................................................... 9
2.2.1 Consumers’ accommodation booking channel ................................................ 10
2.2.2 Factors influence customers’ online hotel room booking intentions ............... 11
2.3 Trust ............................................................................................................................ 12
2.3.1 From offline trust to online trust ...................................................................... 14
2.3.2 Website trust .................................................................................................... 15
2.3.2.1 Privacy and security features ................................................................ 16
2.3.2.2 Websites’ reputation systems ................................................................ 17
2.3.2.3 Perceived ease of use of the website .................................................... 19
2.4 Brand .......................................................................................................................... 20
2.4.1 Brand Image .................................................................................................... 21
2.4.2 Offline brand image ......................................................................................... 22
vii

2.4.3 Online brand image ......................................................................................... 23
2.5 Online Booking Intentions.......................................................................................... 24
2.6 Summary ..................................................................................................................... 25
CHAPTER 3 - METHODOLOGY ..................................................................... 27
3.1 Research Questions .................................................................................................... 27
3.2 Primary and Secondary Research ............................................................................... 28
3.3 Deductive versus Inductive Approach ........................................................................ 29
3.4 Quantitative versus Qualitative Research Method ..................................................... 29
3.5 Measurement .............................................................................................................. 30
3.5.1 Defining key variables ..................................................................................... 30
3.5.1.1 Constructs and items of website trust ................................................... 31
3.5.1.2 Constructs and items of offline brand image ........................................ 32
3.5.1.3 Constructs and items of online brand image ........................................ 32
3.5.1.4 Constructs and items of online booking intentions .............................. 33
3.5.2 Theoretical Framework .................................................................................... 34
3.5.3 Hypotheses Development ................................................................................ 36
3.6 Survey ......................................................................................................................... 37
3.7 Research Instrument ................................................................................................... 40
3.7.1 Questionnaire development ............................................................................. 40
3.7.2 Content validity ............................................................................................... 41
3.7.3 Ethical issues ................................................................................................... 41
3.8 Sampling and Data Collection .................................................................................... 42
3.8.1 Pilot test ........................................................................................................... 43
3.9 Data Analysis Technique ............................................................................................ 43
3.9.1 Descriptive statistics ........................................................................................ 43
3.9.2 Factor analysis ................................................................................................. 44
3.9.3 Reliability analysis .......................................................................................... 44
3.9.4 Regression analysis ......................................................................................... 45
viii

3.9.5 T-test and ANOVA analysis ............................................................................. 45
3.10 Limitation of Methodology ...................................................................................... 46
3.11 Summary ................................................................................................................... 46
CHAPTER 4 - RESULTS ................................................................................... 47
4.1 Pilot Test ..................................................................................................................... 47
4.2 Demographic Characteristics of Respondents ............................................................ 49
4.3 Reliability and Validity ............................................................................................... 50
4.3.1 Factor analysis ................................................................................................. 51
4.3.2 Reliability analysis .......................................................................................... 54
4.4 Regression analysis .................................................................................................... 55
4.5 Analysis of Differences .............................................................................................. 58
4.6 Discussion ................................................................................................................... 60
4.7 Summary ..................................................................................................................... 63
CHAPTER 5 - CONCLUSIONS AND RECOMMENDATIONS ..................... 65
5.1 Conclusions ................................................................................................................ 65
5.2 Theoretical Implications ............................................................................................. 66
5.3 Practical Implications ................................................................................................. 67
5.4 Limitations and Suggestions ....................................................................................... 69
References ........................................................................................................... 71
Appendices .......................................................................................................... 84

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