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研究生:黃曾欣瑀
研究生(外文):HUANG TSENG, HSIN-YU
論文名稱:B2B模式交易成功之關鍵因素—以雄獅旅行社為例
論文名稱(外文):The Key Factors in the Success of B2B Trading Patterns – The Case of Lion Travel
指導教授:黃榮鵬黃榮鵬引用關係
指導教授(外文):HUANG, LEO
口試委員:陳光華顧景昇
口試日期:2014-05-29
學位類別:碩士
校院名稱:國立高雄餐旅大學
系所名稱:觀光研究所在職專班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:104
中文關鍵詞:服務品質信任度忠誠度線上再交易意願
外文關鍵詞:Service qualitytrustloyaltyintention on using online transactions again
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政府自西元1979年以來開放國人出國觀光,西元1987年11月2日政府開放國人赴大陸探親,出國人口更急速成長,旅行業家數達439家。根據交通部觀光局資料顯示,西元1988年1月1日起不再凍結旅行業執照申請,旅遊業務發展迅速,西元2014年4月統計,旅行業家數達2,564家,分公司766家,共計3,330家。隨著網際網路的發展,大幅改變現今旅遊業者的型態和消費模式,許多旅遊網站業者,是經歷過網路資訊化快速變動而適者生存下來的。本研究目的在探討針對B2B模式交易成功之關鍵因素,深入瞭解已建構B2B交易平台及使用B2B交易平台進行交易,探討「服務品質」、「信任度」、「忠誠度」與「線上再交易意願」的四構面。
本研究對象以高高屏地區之使用B2B交易平台進行交易的旅遊同業共16位進行深度訪談,探討其執業中之「服務品質」、「信任度」、「忠誠度」與「線上再交易意願」四構面的相關性,整合出四個構面共48項指標因素,再輔以德爾菲(Delphi Method)技術分析方法,進行兩回合問卷,共16份。經由平均數、標準差、四分位差、Kendall’s W 檢定等之四項標準作為收斂之準則,刪除第一回合不符標準之指標因素,進行第二回合問卷分析,最後結果整合四個構面共36項指標因素。包括:「服務品質」構面共14項,其中認為以「雄獅B2B 交易平台能只需花費最少的訂購時間完成交易」項為最重要指標因素;「信任度」構面共10項,以「相信雄獅B2B交易平台的便利」項為最重要指標因素;「忠誠度」構面共7項,以「習慣在雄獅B2B交易平台找尋要的產品」項為最重要指標因素;以「線上再交易意願」構面共5項,以「使用雄獅B2B交易平台之經驗,未來仍會再次選擇此平台消費」項為最重要指標因素。
最後,使用B2B交易平台進行交易的旅遊同業普遍還是認為花費最少時間於B2B交易平台訂購商品,操作上便利也會養成習慣在B2B交易平台上的再次交易意願。綜觀網際網路的發展迅速,已建立B2B交易平台之旅遊網站業者,建立起同業客戶群對B2B電子商務市集的高度依賴。因此冀望已建構B2B交易平台之躉售旅行社及使用B2B交易平台之零售旅行社的及後續相關研究能藉此參考。

Since government opened outbound tourism in 1979 and allowed residents of Taiwan to visit relatives in Mainland China on November 2, 1987, there was a rapid growth on numbers of going abroad and the number of travel agency has reached at 439. According to the data from Tourism Bureau, it shown that it was no longer freeze the application for travel agency on January 1, 1988 and there was a rapid development in travel business. From statistical data in April 2014, there are 2,564 travel agencies with 766 branches and a total of 3,330. With the development of internet, it has dramatically changed patterns of tourism and consumption patterns these days. Many travel web sites survived from experiencing rapid changes of internet infomatization. The purpose of this study is to explore key factors in the success of B2B trading patterns, deeply understand B2B trading platform that has been constructed and transactions with the use of B2B trading platform and explore four dimensions of “service quality”, “trust”, “loyalty” and “intention on using online transactions again”.
The subjects of this study are 16 travel agents who use B2B trading platform to conduct transactions in Kaohsiung and Pingtung areas. With depth interview, it explored correlations between four dimensions of “service quality”, “trust”, “loyalty” and “intention on using online transactions again” in their practice and integrated 48 indicators in four dimensions. With technical analysis of Delphi Method, it conducted two rounds of questionnaires with a total of 16 questionnaires. With four standards of mean, standard deviation, quartile deviation and Kendall’s W as convergence criterion, it deleted indicators that don’t match the standards in first round, conducted questionnaire analysis for second round and integrated 36 indicators in four dimensions as final result. It included 14 items in the dimension of “service quality” and among them, the most important indicator is that “only B2B trading platform of Lion Travel can spend the least time to complete order and transaction”; 10 items in the dimension of “trust” and among them, the most important indicator is that “the convenience of B2B trading platform of Lion Travel is trusted”; 7 items in dimension of “loylty” and among them, the most important indicator is that “it is a custom to find product on B2B platform of Lion Travel” and 5 items in dimension of “intention on using online transactions again” and among them, the most important indicator is that “with experience of using B2B trading platform of Lion Travel, I will choose to consume at this platform in the future”.
At last, travel agents who use B2B trading platform generally believe that purchase product on B2B trading platform with least time and convenience of operation will form a habit of intention for transactions on B2B trading platform again. To make a comprehensive survey of rapid development of internet, travel agents with websites that have establish B2B trading platform have established a highly dependence in B2B e-business market among customers of same industry. Therefore, it is hoped that it can be a reference for tour wholesalers who have constructed B2B trading platform and retail travel agents who use B2B trading platform and researches in the future.

書名頁 i
論文口試委員審定書 ii
摘要 iii
Abstract v
目錄 vii
表目錄 ix
圖目錄 x
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象與限制 4
第四節 研究流程 5
第五節 論文章節與架構 8
第貳章 文獻探討 9
第一節 電子商務 10
第二節 服務品質 12
第三節 信任度 16
第四節 忠誠度 19
第五節 科技接受理論 21
第參章 研究方法 25
第一節 研究架構 26
第二節 深度訪談 27
第三節 德爾菲法 29
第四節 研究設計 32
第五節 資料分析 34
第肆章 研究發現 36
第一節 B2B模式交易成功之關鍵因素—以雄獅旅行社為例之因素指標結果分析 36
第二節 德爾菲問卷指標第一回合調查結果分析 46
第三節 德爾菲問卷指標第二回合調查結果分析 55
第伍章 結論與建議 69
第一節 研究結論 69
第二節 研究建議與限制 72
參考文獻 76
一、中文部分 76
二、英文部分 78
附錄一、Delphi訪談大綱 83
附錄二、Delphi第一回合問卷 84
附錄三、Delphi第二回合問卷 89
附錄四、訪談一覽表 94


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