臺灣博碩士論文加值系統

近年來，人們開始重視休閒放鬆的生活型態，越來越多人利用假期規劃出遊，因此掀起一股休閒渡假風氣，此外，根據交通部觀光局104年資料顯示國人國內外旅遊狀況皆有成長趨勢，也發現越來越多人首選住宿民宿。
隨著網際網路科技的進步，消費者在預訂住宿之模式逐漸轉為網路預訂民宿旅館為主，在選擇住宿之前，根據調查發現有越來越多人藉由網路接收新資訊及觀看網站平台上的內容，因此在網站上所提供的資訊及評論對於用戶是有一定程度的影響。
消費者在使用Airbnb進行訂房時，首先接觸到的為該訂房網站本身，故本研究將從網站品質及服務品質的角度切入，將網站品質分為網站溝通品質、隱私、安全三個構面；服務品質分為可靠性、回應性、確實性、同理心四個構面，以了解各個構面對於消費者使用Airbnb之感受。本研究透過參考文獻，探索網站品質及服務品質對於品牌信任的影響，選定網站品質、服務品質、品牌聲譽、品牌信任以及購買意圖建立研究模型，探索消費者使用Airbnb時的決策流程。本研究目的為探討Airbnb使用者對網站品質與民宿服務品質感受，以及對網站品質、服務品質及品牌聲譽之認知如何決定對該網站之信任，並探討消費者對Airbnb品牌的信任如何影響消費者忠誠度與消費者持續使用意願。本研究透過網路問卷調查蒐集樣本資料，共回收278份有效問卷，並以敘述性統計以及結構方程模式等研究方法進行假設驗證。
研究結果發現網站品質以安全構面最顯著，民宿服務品質以確實性最顯著，品牌聲譽對品牌信任的影響最大，其次是網站品質，而品牌信任對行為意圖也是正向顯著影響。根據前述結果，本研究建議Airbnb網站加強網站的隱私與安全以及網站溝通品質，在網站的隱私與安全防護系統保持例行性更新，增加對於Airbnb會員隱私資料的保護以及交易金流的安全性，並與安全有信譽的第三方支付合作，民宿也必須確實的回應消費者需求且給予妥善的服務，也就能增加使用者對於Airbnb平台的信任感，進而提升使用者再次訂房之意願。

關鍵字:網站品質、服務品質、品牌信任、行為意圖、Airbnb

In recent years, people began to focus on leisurelifestyle. More and more people planning their trip on holidays. In addition, according to the information of Tourism Bureau (104) shows that people travel rate growing up, also shows more and more people preferred accommodation Bed and Breakfast.
With the advancement of internet technology, consumers in the booking accommodation mode gradually converted to online reservations, According to the investigation found more and more people received information and watched the content on site through netwirk before they make choice, so the information which provided on website has some degree for users.
When users use Airbnb to make reservation, they must contact Airbnb’s website first, so this study focus on site quality and service quality, site quality is divided into three aspects: communication quality, privacy and security. Service quality is divided into Reliability, Responsiveness, Assurance, and Empathy to understand the various factors on Airbnb user’s feeling. This study use Site quality, Service quality, brand reputation, Brand trust and Behavior intention to establish research framework to investigate the process when consumers make a reservation on Airbnb. The purpose of this study try to investigate how Airbnb users perceived the site quality and service quality through their experience. And how their perceived of site quality, service quality and brand reputation influence brand trust. Then investigate how brand trust influences their Loyalty and behavior intention. In this study, we got 278 valid questionnaires and analyzed by descriptive statistics and structural equation models.
The results shows that security is the most significant in site quality, assurance is the most significant in service quality, the brand reputation has the greatest influence on the brand trust, site quality is the second, and brand trust has a positive influence on the behavioral intention. Based on the above results, this study suggests Airbnb to enhance the privacy and security systems then maintain routine updates to protect members’ data. Also has to cooperate with a safe and reputable third-party payment. Bed and Breakfast owner must reply every consumer assurance and provide proper services, it will increase the user's trust for the Airbnb platform, thereby enhancing the user re-booking.
Keywords: Site Quality, Service Quality, Brand Trust, Behavioral intention, Airbnb

書名頁.................................................i
論文口試委員審定書.................................................ii
中文摘要.................................................iii
英文摘要.................................................v
誌謝.................................................vii
目錄.................................................viii
表目錄.................................................x
圖目錄.................................................xii
第一章 緒論.................................................1
1.1 研究背景及動機.................................................1
1.2 研究目的.................................................5
1.3 研究流程.................................................7
第二章 文獻探討.................................................9
2.1 Airbnb.................................................9
2.2品牌信任(Brand trust).................................................19
2.3網站品質(Site quality).................................................24
2.4服務品質(Service Quality).................................................28
2.5品牌聲譽(Brand Reputation).................................................30
2.6行為意圖(Behavioral intention).................................................31
2.6.1忠誠度(Loyalty).................................................32
2.6.2網路口碑(Electronic Word Of Mouth).................................................32
第三章 研究設計.................................................35
3.1研究架構.................................................35
3.2研究假說.................................................36
3.2.1 網站品質.................................................37
3.2.2 民宿服務品質.................................................37
3.2.3 品牌聲譽.................................................38
3.2.4 品牌信任.................................................38
3.3研究範圍與研究對象.................................................39
3.4問卷設計.................................................39
3.4.1 變數之操作型定義與衡量方式.................................................39
3.5資料分析方法.................................................45
3.5.1 敘述性統計.................................................45
3.5.2 測量模式.................................................46
3.5.3 信度效度分析.................................................46
3.5.4 結構方程模式.................................................47
第四章 研究結果與分析.................................................49
4.1背景資料分析.................................................49
4.2 測量模式.................................................52
4.2.1網站溝通品質、隱私、安全構面.................................................52
4.2.2網站品質二階構面.................................................53
4.2.3可靠性、回應性、確實性、同理心構面.................................................54
4.2.4民宿服務品質二階構面.................................................55
4.2.5品牌信任、品牌聲譽、行為意圖構面.................................................57
4.3 信效度分析.................................................58
4.4結構方程模式SEM.................................................61
4.4.1 假說驗證.................................................61
4.5 研究結論.................................................64
第五章 結論與建議.................................................66
5.1 管理意涵與主要研究貢獻.................................................66
5.3 研究限制與後續研究建議.................................................68
參考文獻.................................................70
附錄.................................................76

1.吳明隆. (2007). SPSS 操作與應用: 問卷統計分析實務. 五南圖書出版股份有限公司.
2.林建文. (2004). 原品牌態度, 知覺契合度與促銷活動形式對品牌延伸後品牌態度與購買意願影響之研究. 碩士論文, 實踐大學企業管理研究所, 台北.
https://hdl.handle.net/11296/x35bwa
3.林隆儀. (2011). 服務品質, 品牌形象, 顧客忠誠與顧客再購買意願的關係. 中小企業發展季刊,(19).
4.苏涛. (2012). O2O 电子商务商业新模式分析. 全国商情 (理论研究), 1, 36-37.
5.喬正康. (2001). 《餐旅心理學》. 台北: 揚智文化事業股份有限公司.
6.葉曉慈(2008) 知覺風險對線上訂房意願之影響。國立高雄餐旅學院餐旅管理研究所碩士論文。
https://hdl.handle.net/11296/b3vyrx

1.Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102-120.
2.Afzal, H., Khan, M. A., ur Rehman, K., Ali, I., & Wajahat, S. (2010). Consumer's trust in the brand: Can it be built through brand reputation, brand competence and brand predictability. International Business Research, 3(1), 43.
3.Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. InAction control (pp. 11-39). Springer Berlin Heidelberg.
4.Ajzen, I., & Fishbein, M. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
5.Aladwani, A. M., & Palvia, P. C. (2002). Developing and validating an instrument for measuring user-perceived web quality. Information & management, 39(6), 467-476.
6.Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28(1), 128-137.
7.Bhote, K. R. (1996). Beyond customer satisfaction to customer loyalty. AMA.
8.Bowen, J. T., & Shoemaker, S. (1998). Loyalty: A strategic commitment. Cornell hotel and restaurant administration quarterly, 39(1), 12-25.
9.Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
10.Cyr, D., Hassanein, K., Head, M., & Ivanov, A. (2007). The role of social presence in establishing loyalty in e-service environments. Interacting with computers, 19(1), 43-56.
11.Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 35-54.
12.Doll, W. J., Xia, W., and Torkzadeh, G. “A Confirmatory Factor Analysis of the End-User Computing Satisfaction Instrument,” MIS Quarterly, December 1994, pp. 453-461.
13.Enderwick, P. (1992). The scale and scope of service sector multinationals. Multinational Enterprises In The World Economy: Essays in Honor of John Dunning, Edward Elgar: Brookfield, VT, 134-152.
14.Fornell, et al. (1996 ) Claes. Fornell, Michael D. Johnson, Eugene W. Anderson, Jaesung Cha, Barbara Everitt Bryant.The American Customer Satisfaction Index: Nature, Purpose, and Findings (October) Journal of Marketing, 60 (1996), pp. 7–18
15.Fournier, S. (1995), ``Toward the development of relationship theory at the level of the product and brand’’, Advances in Consumer Research, Vol. 22, pp. 661-2.
16.Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. the Journal of Marketing, 1-19.
17.Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. the Journal of Marketing, 70-87.
18.Gelb, B., & Johnson, M. (1995). Word-of-mouth communication: Causes and consequences. Marketing Health Services, 15(3), 54.
19.Gommans, M., Krishnan, K. S., & Scheffold, K. B. (2001). From brand loyalty to e-loyalty: A conceptual framework. Journal of Economic and Social research, 3(1), 43-58.
20.Gurviez, P. (1996), ``The trust concept in the brand-consumers relationship’’, in BeraÂcs, J., Bauer, A. and Simon, J. (Eds.), EMAC Proceedings Annual Conference, European Marketing Academy, Budapest, pp. 559-74.
21.Gurviez, P., & Korchia, M. (2003, June). Test of a consumer-brand relationship model including trust and three consequences. In Thirtieth International Research Seminar in Marketing.
22.Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114.
23.Ha, H. Y. (2004). Factors influencing consumer perceptions of brand trust online. Journal of Product & Brand Management, 13(5), 329-342.
24.Hair, J. F., Anderson, R. E., Tatham, R. L., & William, C. (1998). Black (1998), Multivariate data analysis.
25.Hamari, J., Sjöklint, M., & Ukkonen, A. (2015). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology.
26.Harris, L. C., & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of retailing, 80(2), 139-158.
27.Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of consumer research, 17(4), 454-462.
28.Heskett, James L., W. Earl Sasser, Jr., and Leonard A. Schlesinger (1997), The Service Profit Chain. New York: Free Press.
29.Jacoby, J., & Chestnut, R. W. (1978). Brand loyalty: Measurement and management. John Wiley & Sons Incorporated.
30.Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999). Consumer trust in an internet store: a cross‐cultural validation. Journal of Computer‐Mediated Communication, 5(2), 0-0.
31.Jones, T. and Sasser, W. E. Jr. (1995), Why Satisfied Customers Defect, Harvard Business Review, Nov–Dec., 88–99.
32.Kapferer, Jean-Noel (2004). The new strategic brand management: Creating and sustaining brand equity long term (3rd Ed), London: Kovan Page.
33.Kassim, N., & Asiah Abdullah, N. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351-371.
34.Kennedy, M. S., Ferrell, L. K., & LeClair, D. T. (2001). Consumers' trust of salesperson and manufacturer: an empirical study. Journal of Business Research, 51(1), 73-86.
35.Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256-265.
36.Kim, Y. H., Kim, D. J., & Wachter, K. (2013). A study of mobile user engagement (MoEN): Engagement motivations, perceived value, satisfaction, and continued engagement intention. Decision Support Systems, 56, 361-370.
37.Kuan, H. H., & Bock, G. W. (2007). Trust transference in brick and click retailers: An investigation of the before-online-visit phase. Information & Management, 44(2), 175-187.
38.Kuo, C. W., & Tang, M. L. (2013). Relationships among service quality, corporate image, customer satisfaction, and behavioral intention for the elderly in high speed rail services. Journal of Advanced Transportation, 47(5), 512-525.
39.Landa, R. 2006. Designing brand experience, NY: Thomson Delmar Learning. Larzelere, R. E. and Huston, T. L. (1980). The dyadic trust scale: Toward understanding interpersonal trust in close relationships, Journal of Marriage and the Family 42, 595-604.
40.Lau, G. T., & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
41.Liu, C., Marchewka, J. T., Lu, J., & Yu, C. S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304.
42.Lovelock, C. H. (1983). Classifying services to gain strategic marketing insights. The Journal of Marketing, 9-20.
43.Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
44.McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information systems research, 13(3), 334-359.
45.McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3), 297-323.
46.Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.
47.Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173-1202.
48.Nunnally, J.C. (1987), Teorı´a psicome´trica, Editorial Trillas, Mexico City.
49.Oliver, R. L. (1999). Whence consumer loyalty?. the Journal of Marketing, 33-44.
50.Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual. Journal of retailing, 64(1), 12-40.
51.Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
52.Prayag, G., Hosany, S., & Odeh, K. (2013). The role of tourists' emotional experiences and satisfaction in understanding behavioral intentions. Journal of Destination Marketing & Management, 2(2), 118-127.
53.Ranganathan, C., & Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465.
54.Reichheld, F. F., & Sasser, W. E. (1990). Zero Defeofions: Quoliiy Comes To Services.
55.Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard business review, 78(4), 105-113.
56.Shah Alam, S., & Mohd Yasin, N. (2010). What factors influence online brand trust: evidence from online tickets buyers in Malaysia. Journal of theoretical and applied electronic commerce research, 5(3), 78-89.
57.Sharma, N. (2007). Linking site quality, online shopping resistance and trust in Web-based marketing. In 10th Australian World Wide Web Conference, 3rd–7th July, Gold Coast, Queensland, Australia.
58.Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988). The theory of reasoned action: A meta-analysis of past research with recommendations for modifications and future research. Journal of consumer research, 15(3), 325-343.
59.Shin, J. I., Chung, K. H., Oh, J. S., & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea. International Journal of Information Management, 33(3), 453-463.
60.Siau, K., & Shen, Z. (2003). Building customer trust in mobile commerce. Communications of the ACM, 46(4), 91-94.
61.Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9/10), 999-1015.
62.Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of marketing, 66(1), 15-37.
63.Spreng, R. A., & Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of retailing, 72(2), 201-214.
64.Stephany, A. (2015). The business of sharing: making it in the new sharing economy. Springer.
65.Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of retailing, 76(3), 309-322.
66.Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management science, 46(2), 186-204.
67.Wakefield, R. L., Stocks, M. H., & Wilder, W. M. (2004). The role of web site characteristics in initial trust formation. Journal of Computer Information Systems, 45(1), 94-103.
68.Wheaton, B., Muthen, B., Alwin, D., F., and Summers, G. (1977), "Assessing Reliability and Stability in Panel Models," Sociological Methodology, 8 (1), 84-136.
69.Zboja, J. J., & Voorhees, C. M. (2006). The impact of brand trust and satisfaction on retailer repurchase intentions. Journal of Services Marketing,20(6), 381-390.
70.Zehir, C., Şahin, A., Kitapçı, H., & Özşahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1218-1231.
71.Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 31-46.