研究員已經關注Y世代(千禧世代)並且針對Y世代規劃出可以帶給企業利益的顧客忠誠度模型。這份研究利用Generational theory(世代理論?)為主軸理論。這份研究的主要目的是重新檢驗Anil Bilgihan對於印度尼西亞及台灣Y世代的顧客忠誠度理論。這份研究也使用相同的架構及問卷去驗證是否能在線上飯店訂房網建立及發展出顧客忠誠度理論。

這份研究回收了200份有效的印度尼西亞問卷及200份有效的台灣問卷，並且使用探索性因素分析以及驗證性因素分析去解析，研究結果顯示在台灣的e-忠誠度中，信任度是最重要的顯著因素，而在印度尼西亞中，品牌忠誠是最重要的顯著因素。對於印度尼西亞的Y世代而言，正面的線上經驗對於忠誠度的形成很重要，而對於台灣Y世代而言，正面的線上經驗並不有效。為了創造出正面的線上經驗，這些線上網站需要有能夠讓顧客持續回來造訪的特徵及特色，通常為能使人快樂愉快的特色，例如: 亮麗的設計、版面設計、顏色、虛擬遊覽以及音樂。而相反地，對於千禧年代的台灣人及印尼人而言，utilitarian features(功利特徵?)並未對於正面的線上經驗有顯著影響。

Researchers have paid a lot of attention to generation Y (millennial) and formulating customer loyalty model for generation Y brings a lot of benefits to industry. The main purpose of this research is retest and develop customer loyalty model found by Anil Bilgihan for gen Y in Indonesia and Taiwan. The same construct and questionnaire were used to find out if it works for developing customer loyalty model in online hotel booking website.

Totally 200 respondents Indonesia and another 200 respondents in Taiwan had been participated successfully on this survey, explanatory and confirmatory factor analysis were then used before finally the resulted revealed that trust had consistently been the most significant factor to e-loyalty in Taiwan, while for Indonesia brand equity was the most significant variable toward it. When positive online experience was important to form loyalty of Indonesian gen Y, it was not really effective in Taiwan. In order to create positive online experience, website should have features that pleasing and motivating its users to come back, usually called as hedonic features, the example of hedonic features are like beautiful design, layout, color, virtual tour and music. Reversely in this study, utilitarian features did not make significant impact to positive online experience for millennial in Taiwan and Indonesia.

ABSTRACT IN CHINESE i
ABSTRACT IN ENGLISH ii
Table of Contents iii
List of Figures and Tables vi
CHAPTER 1 INTRODUCTION 1
1.1 Background and Justification 1
1.2 Statement of Research Problem 5
1.3 Research Objective 5
1.4 Research Questions 6
1.6 Contribution of Research 7
1.7 Definition of Terms and Abbreviation 8
1.8 Delimitations of the Study 9
CHAPTER 2 LITERATURE REVIEW 10
2.1 Generational Theory 10
2.2 Taiwanese Gen Y 11
2.3 Indonesian Gen Y 13
2.4 Utilitarian and Hedonic Features of Website 14
2.5 Website Innovativeness 15
2.6 Brand Equity 16
2.7 Positive Online Experience (Flow) 17
2.8 Trust 18
2.9 E-Customer Loyalty 19
2.10 Interrelationship between Website Features and Flow 21
2.11 Interrelationship between Website Features and Brand Equity 22
2.12 Interrelationship between Flow and Brand Equity 23
2.13 Interrelationship between Flow and Trust 23
2.14 Interrelationship between Flow and E-Loyalty 24
2.15 Interrelationship between Brand Equity and E-Loyalty 25
2.16 Interrelationship between Trust and E-Loyalty 25
2.17 Interrelationship between Website Features and Trust 26
2.18 Interrelationship between Website Innovativeness and Brand Equity 27
2.19 Interrelationship between Website Innovativeness and Flow 28
2.20 Interrelationship between Website Innovativeness and Trust 29
CHAPTER 3 METHODOLOGY 30
3.1 Type of Research 30
3.2 Research Design 30
3.3 Research Framework 31
3.4 Measurement and Scaling 32
3.5 Data Collection and Sampling Procedure 34
3.6 Research and Data Analysis Procedure 35
3.7 Descriptive Statistic 36
3.8 Exploratory and Confirmatory Factor Analysis 36
3.9 Reliability Analysis / Cronbach’s Alpha 38
3.10 Structural Equation Modeling (SEM) 38
CHAPTER 4 ANALYSIS AND DISCUSSION 40
4.1 Respondent Characteristic for Indonesia 40
4.2 Respondent Characteristic for Taiwan 43
4.3 Explanatory Factor Analysis for Indonesia 46
4.4 Explanatory Factor Analysis for Taiwan 47
4.5 Reliability for Indonesia 49
4.6 Reliability for Taiwan 50
4.7 Confirmatory Factor Analysis for Indonesia 51
4.8 Confirmatory Factor Analysis for Taiwan 52
4.9 Hypothesis Testing for Indonesia 54
4.10 Hypothesis Testing for Taiwan 56
4.11 Interrelationship between Hedonic Features and Flow 58
4.12 Interrelationship between Utilitarian Features and Flow 59
4.13 Interrelationship between Hedonic Features and Brand Equity 60
4.14 Interrelationship between Utilitarian Features and Brand Equity 61
4.15 Interrelationship between Flow and Brand Equity 61
4.16 Interrelationship between Flow and Trust 62
4.17 Interrelationship between Flow and E-Loyalty 63
4.18 Interrelationship between Brand Equity and E-Loyalty 63
4.19 Interrelationship between Trust and E-Loyalty 64
4.20 Interrelationship between Hedonic Features and Trust 65
4.21 Interrelationship between Utilitarian Features and Trust 65
CHAPTER 5 CONCLUSION AND IMPLICATION 67
5.1 Conclusion 67
5.2 Implication 68
5.2.1 Theoretical Implication 68
5.2.2 Practical Implication 69
REFERENCES 70
APPENDIX 78
QUESTIONNAIRE IN ENGLISH 78
QUESTIONNAIRE IN BAHASA INDONESIA 83
QUESTIONNAIRE IN MANDARIN 88


List of Figures and Tables
Figure 1 Age Population of Taiwan ............................................................................. 12
Figure 2 Indonesia Population by Generation Group .................................................. 13
Figure 3 Research Framework ..................................................................................... 31
Table 1 Constructs and Measurements Items .............................................................. 32
Table 2 Spending Habit of Indonesian Respondent ..................................................... 40
Table 3 Internet Profile of Indonesian Respondent ..................................................... 42
Table 4 Spending Habit of Taiwanese Respondent ..................................................... 43
Table 5 Internet Profile of Taiwanese Respondent ...................................................... 45
Table 6 Construct Validity Test (Indonesia) ................................................................ 46
Table 7 Convergent and Discriminant Validity Test (Indonesia) ................................ 47
Table 8 Construct Validity Test (Taiwan) ................................................................... 48
Table 9 Convergent and Discriminant Validity Test (Taiwan) ................................... 48
Table 10 Reliability Test (Indonesia) .......................................................................... 49
Table 11 Reliability Test (Taiwan) .............................................................................. 50
Figure 4 Confirmatory Factor Analysis for Indonesia ................................................. 51
Table 12 Goodness of Fit Summary (Indonesia) ......................................................... 52
Figure 5 Confirmatory Factor Analysis for Taiwan .................................................... 53
Table 13 Goodness of Fit Summary (Taiwan) ............................................................. 54
Table 14 Deleted Items (Indonesia) ............................................................................. 54
Table 15 Path Analysis (Indonesia) ............................................................................. 55
Figure 6 Summary of Hypothesis Testing (Indonesia) ................................................ 56
Table 16 Deleted Item (Taiwan) .................................................................................. 57
Table 17 Path Analysis (Taiwan) ................................................................................. 57
Figure 7 Summary of Hypothesis Testing (Taiwan) .................................................... 58

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