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研究生:林珊如
研究生(外文):LIN, SHAN-JU
論文名稱:網站品質、知覺價值與線上旅遊網站使用意願之研究
論文名稱(外文):The Study of Website Quality, Perceived Value and Use Intention of Travel Websites
指導教授:楊銘賢楊銘賢引用關係
指導教授(外文):YANG, MING-HSIEN
口試委員:顧添利陳周宏
口試日期:2017-06-07
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際經營管理碩士學位學程
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:58
中文關鍵詞:系統品質資訊品質知覺價值使用意願
外文關鍵詞:System QualityInformation QualityPerceived ValueUse Intention
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近年來電子商務發展蓬勃,全球旅遊網站競爭也越趨激烈。旅遊網站如何以系統品質以及資訊品質去提升消費者知覺價值,進而影響使用意願,乃成為現今旅遊網站重要課題。因此,本研究以資訊品質及系統品質等構面去探討旅遊網站與消費者知覺價值及使用意願之關係。
在收集回覆率達95%的327份問卷後,研究發現旅遊網站的系統品質與資訊品質對消費者的知覺價值有顯著的影響,並且消費者的知覺價值對旅遊網站的使用意願有顯著性影響。最後,文末提出本研究的理論貢獻和企業實務意涵。

In the increasingly fierce competitive environment, how to attract consumers to use travel websites by providing excellent website services quality is an important issue for website providers. Therefore, this study focuses on investigating whether travel website design quality will directly influence consumer perceived value and whether consumer perceived value will directly affect use intention of the travel websites.
With 327 responses from different travel websites users (95% of response rate), the study found that system quality and information quality have significant influence on consumer’s perceived value while consumer’s perceived value has significant influence on use intention of travel websites. At the end of the research, theoretical implications and managerial implications were also discussed.

Contents...................................iv
Figures.....................................v
Tables.....................................vi
Chapter 1 Introduction......................1
1.1 Research Background.....................1
1.2 Research Motivation.....................2
1.3 Research Purpose........................3
1.4 Research Process........................3
Chapter 2 Literature Review................6
2.1 Online Travel Websites..................6
2.1.1 Development...........................6
2.1.2 Definition............................8
2.1.3 Categories............................8
2.2 System Quality..........................9
2.3 Information Quality....................11
2.4 Perceived Value........................12
2.4.1 Definition...........................12
2.4.2 Measuring Perceived Value............13
2.5 Use Intention..........................14
Chapter 3 Research Methodology.............16
3.1 Research Framework.....................16
3.2 Research Hypotheses....................17
3.3 Variable Measurement...................20
3.3.1 System Quality.......................20
3.3.2 Information Quality..................21
3.3.3 Perceived Value......................22
3.3.4 Use Intention........................23
3.4 Data Collection Procedure..............24
3.5 Material/Instruments...................26
3.6 Data Analysis Methods..................26
Chapter 4 Results and Analysis.............28
4.1 Descriptive Analysis...................28
4.2 Reliability Test.......................32
4.3 Validity Test..........................33
4.4 Hypotheses Test Using SEM Model........36
Chapter 5 Discussions and Conclusions......39
5.1 Research Conclusions...................39
5.2 Research Contributions.................40
5.3 Research Limitations...................41
5.4 Suggestions for Future Research........42
References.................................43
Appendix A: Chinese Questionnaire..........51
Appendix B: English Questionnaire..........54
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