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研究生:楊宇平
論文名稱:訂房網站行銷策略與顧客忠誠度之研究
論文名稱(外文):Marketing strategy of online travel agencies and customer loyalty
指導教授:陳建維陳建維引用關係
口試委員:郭維裕練乃華
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營與貿易學系
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
畢業學年度:105
語文別:中文
論文頁數:106
中文關鍵詞:訂房網站低價策略價格促銷知覺風險顧客滿意度顧客忠誠度
外文關鍵詞:Online travel agencyEDLPPrice promotionPerceived riskSatisfactionLoyalty
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近年來國人旅遊風氣盛行,旅遊產業規模日益增大也帶動了住宿業的商機。根據中華民國交通部觀光局的統計,2015年國人國內平均旅遊次數為8.5次,國外旅遊平均為0.56次。與2014年相比,國內旅遊總旅次成長了14.25%,國外總旅次則成長11.3%;旅遊總費用亦有可觀的成長,其中住宿又是主要的支出項目,約占旅遊總支出的33%。隨著網際網路的發達,消費者對旅遊規劃的自主性提高,帶動自由行的風潮,也讓訂房網站得以快速擴張。然而訂房網站面對的是一群價格敏感度較高的消費者,同時產業內多元的競爭者也讓網站業者面臨更激烈的價格競爭,大多以強調低價為主要的行銷手段。本研究欲探討訂房網站行銷4P策略,特別是價格策略,對顧客滿意度與忠誠度之影響,以及影響訂房網站滿意度之消費者心理因素。

本研究透過文獻探討決定研究變數並建立研究架構,再以問卷調查的方式蒐集初級樣本資料,共蒐集295份有效問卷,並以敘述性統計及迴歸分析等方法進行假設驗證。

研究結果發現低價策略及價格/非價格促銷策略皆無法讓消費者同時達到行為及態度忠誠。網站品質、關係行銷策略以及主打經驗性的品牌形象可以透過提升滿意度進而達到顧客忠誠。然而本研究發現當消費者有安全或隱私風險的疑慮時,會對常態性低價策略及短期的價格促銷的滿意度造成不同的影響。本研究認為訂房網站必須跳脫價格競爭的泥淖,做出差異化的策略,同時保障消費者個資以及交易安全,才能確保永續經營的優勢。
The expansion of tourism industry has thrived the online accommodation reservation market. The increased popularity of Internet has lowered the cost of information search and inspired people to become more willing to arrange their tours online. Consumers who reserve accommodation online are considered more price sensitive than those who do so through the offline channel. In order to attract consumers, online travel agencies (OTA) use different marketing tools, and put special emphasis on providing price incentives such as EDLP strategy or temporary price discount. In this study, we investigate how OTAs’ marketing strategies (including product attributes, price strategy, website quality, promtions and brand image) influence customer satisfaction and loyalty. Also, we will find out whether consumers’ perceived risk will influence the effectiveness of OTAs’ pricing strategy.

A total number of 295 samples were obtained through Internet questionnaire conducted by the study. It was found that
1. EDLP has significantly positive effect on satisfaction while temporary price promotion doesn’t. However, both pricing strategies aren’t able to achieve complete customer loyalty, which is comprised of behavioral and attitual dimension.
2. The loyalty program of OTA has significantly negative effect on satisfaction.
3. Enhancing website quality, conducting relationship marketing and creating experiential brand image have significantly positive effect on both satisfaction and loyalty.
4. Consumers’ perceived risk will pose different effect on EDLP and temporary price promotion.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 線上訂房網站(online travel agency, OTA) 7
第二節 網站品質 11
第三節 常態性低價策略 (Everyday low price, EDLP) 13
第四節 促銷 15
第五節 關係行銷 17
第六節 品牌形象 19
第七節 知覺風險 21
第八節 顧客滿意度與忠誠度 23
第三章 研究方法 25
第一節 研究架構 26
第二節 研究假說 27
第三節 研究變數之操作型定義及衡量 32
第四節 問卷設計與抽樣方法 42
第五節 資料分析方法 45
第四章 資料分析結果 47
第一節 樣本背景資料分析 47
第二節 因素分析 51
第三節 信度分析 64
第四節 迴歸分析 66
第五章 研究結論與建議 77
第一節 研究結論 77
第二節 行銷實務與建議 84
第三節 研究限制與未來研究方向 86
參考文獻 87
附錄:研究問卷 98
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https://travel20.blogspot.tw/2014/12/blog-post.html
8. 股感知識庫,2016,上市櫃旅遊股點將錄
https://www.stockfeel.com.tw/%E4%B8%8A%E5%B8%82%E6%AB%83%E6%97%85%E9%81%8A%E8%82%A1%E9%BB%9E%E5%B0%87%E9%8C%84/
9. 創市際市場研究顧問,2014,旅遊調查暨台灣旅遊相關網站使用概況
https://zh.scribd.com/document/239895720/InsightXplorer-Biweekly-Report-20140916#fullscreen&from_embed
10. 財經新報,2014,旅行社夢魘到,Google 搶攤線上酒店預訂市場
https://finance.technews.tw/2014/04/10/google-step-in-hotel-booking-business/
11. 台灣紫牛創業協會,2017,是風口還是泡沫?KKday執行長陳明明剖析如何掌握亞洲兩兆台幣的旅遊市場商機。
http://www.taiwantechmakers.com/279632120532000235262356025991/february-16th-2017
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