臺灣博碩士論文加值系統

隨著電子商務的普及，航空公司為了節省給予旅行社的傭金支出，開始開發自己的網路通路，所以設立官方網站來提供民眾購買機票，期望減少透過代理商來售票。然而，旅行社在台灣仍扮演著重要的角色，依然是民眾購買航空公司機票的重要管道，根據交通部觀光局2011年的統計資料顯示，有高達百分之八十五的民眾都是透過旅行社來辦理機票與行程。有鑑於此，本研究以旅行社產品涉入作為干擾變數，探討民眾使用航空公司官方網站的態度、主觀規範以及知覺行為控制對使用意圖之影響，目的為分析旅行社產品涉入是否影響民眾使用航空公司官方網站的意圖，進一步幫助航空公司了解民眾使用其官方網站意願之因素和爭取更多的民眾使用自家官方網站的售票系統。
本研究以計劃行為理論做為主架構，並根據文獻，以「知覺有用性」以及「知覺易用性」來衡量態度構面；以及使用感知風險構面來衡量使用網站之疑慮；旅行社產品涉入方面，則採用個人涉入量表做為衡量問項。本研究以臺灣民眾為研究對象，共發放440份問卷，並採取敘述性統計分析、因素分析、信度與效度分析、變異數分析和結構方程式作為研究方法。結果發現，旅行社產品涉入對於民眾使用航空公司網站購買機票意圖有顯著的干擾效果。最後，本研究亦提供相關發現與建議，以提供航空公司如何利用官方網站以增加旅客購買機票之意圖。

With the development of E- commerce，Airlines develop the internet channel and set up the official website to provide people buying ticket because of reducing commission expenses of agents. Even though, agent still is the important channel for people buying tickets in Taiwan. According to the information of 2011, there are 85 percent of the tourist buy tickets and plan travel through the agents. Therefore，This paper investigate the intention of people buying tickets through the airlines official website and the product involvement of agent as moderator variable. Purpose to analyzing the product involvement of agent that how to effect the intention of people buying tickets through the airlines official website. Furthermore, help airlines to know the factors that people use their official website and attract more people using.
In this research, theory of planned behavior (TPB) is used as a frame of reference. According to the literature review, attitude was measured with “Perceived of usefulness”, “Perceived ease of use”, and add the concept of “Risk index” to measure the concern of online purchase; The product involvement of agent was measured with Personal Involvement Inventory(PII).A questionnaire was designed involved measurement on multiple item, 7-point Likert-type scales and administered to tourists who live in Taiwan. There are 440 Questionnaires for data collection. And used were Descriptive Statistics Analysis, Reliability and validity Analysis, Analysis of Variance(ANOVA), and Structural Equation Modeling(SEM) as the methods of research. In the result, the product involvement of agent has the effect of the intention of people buying tickets through the airlines official. Finally, we also provide related founding and suggestion to help airlines increase the intention of people buying tickets through the airlines official.

目錄
摘要 III
Abstract IV
目錄 V
圖目錄 VII
表目錄 VIII
第一章 緒論 1
1.1、研究背景與動機 1
1.2、研究目的 2
1.3、研究範圍與對象 2
1.4、研究內容 3
第二章 文獻回顧 5
2.1、個體行為理論 5
2.1.1、計畫行為理論 5
2.1.3、科技接受模式 8
2.1.4、感知風險 9
2.2、旅客使用航空公司網站購買機票的相關因素 10
2.3、涉入 12
2.3.1、涉入定義 12
2.3.2、涉入衡量 13
2.3.3、涉入相關研究 15
2.3.4、旅行社產品涉入的干擾效果 16
2.4 小結 17
第三章 研究方法 18
3.1、研究架構 18
3.2、研究假設 19
3.3、變數定義 21
3.4、構面衡量問項 22
3.5、資料分析與應用 24
第四章研究結果與分析 27
4.1回收樣本之基本敘述統計分析 27
4.1.1問卷回收概況 27
4.1.2基本資料敘述性統計分析 27
4.1.3旅客態度、感知風險、主觀規範、知覺行為控制與行為意圖敘述統計分析 30
4.2構面因素分析與信度分析 34
4.2.1構面問項分析 34
4.2.2構面信度分析 37
4.2.3構面命名 38
4.3因素構面之T檢定與變異數分析 40
4.4結構方程模式分析結果 46
4.4.1整體模式驗證性因素分析 46
4.4.2整體模式研究假設驗證分析 51
4.4.3分群模式研究假設驗證分析 52
4.4.4干擾模型研究假設驗證分析 54
4.4.5近一次使用低成本航空公司旅客樣本分析 56
4.5小結 59
4.5.1受訪者各構面同意性程度 59
4.5.2問卷受訪者對態度、感知風險、主觀規範、知覺行為控制、旅行社產品涉入與行為意圖間之差異 59
4.5.3構面間關係分析結果 60
第五章 研究結果與建議 62
5.1結論 62
5.2建議 63
參考文獻 66
中文部分 66
英文部分 67
附錄:受訪者問卷 69

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