臺灣博碩士論文加值系統

在線和離線(Online to Offine)的整合在數位時代是一種全新型的服務模式，由於服務體驗的顯著增加，它對旅遊業的傳統和電子商務都產生了巨大影響。在本研究中，基於客戶對服務景觀中感知和行為的綜合觀點，我們試圖探索和檢驗O2O服務體驗的影響因素和因果關係，以增強該研究領域的不足。在札根理論方法的定性研究成果中，從具有OTA(Online travel ageny)服務經驗的傳統旅行社客戶訪談，萃取了37個主要項目、24種類型和8個主要概念。而在傳統旅行社門市所執行的359份有效問卷的定量研究結果表明，符號、物理環境和流暢感知，對消費者滿意度和購買意願產生了積極影響。然而，網站感知易用性和服務響應對滿意度的影響並不顯著。此外，本研究還衡量了價格公平、顧客焦慮和顧客品牌依戀的三向干擾效應。本研究有助於服務體驗研究理論的拓展，並為旅行業提供商業策略思想的建議。

Online and offline integration is a new service model in the digital era, it trigger a huge impact on both traditional retailers and e-retailers in travel industry because of significant increase in the service experience. In this study, based on comprehensive customer view of cognitive and behaviors in the servicescape, we try to explore and examine the factor and causal of O2O service experience to enhance the past insufficient in research area. In qualitative research result of the ground theory method, there was 37 major items extracted and divided into 24 types and 8 main concepts from to interview of the customer of traditional agent who have OTA service experience. And quantitative study of 359 valid questionnaires from traditional travel agent store executed, showed that the perception of symbol, physical environment and fluency had a positive impact to consumer satisfaction and purchase intention. However, the impact of perceived ease-to-use and response on satisfaction was not significant. Furthermore, this study was evaluate the three way interaction effect of price fair, customer anxiety, and customer brand attachment. This study to contribute to the theoretical of service experience, and provide the suggestion of business strategies thinking for the industry.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 iv
誌謝 v
目錄 vi
表目錄 x
圖目錄 xii

第一章 緒 論 1
第一節 研究背景與動機 1
一、亞太地區旅遊經營模式的變化 2
二、行業新進入者的影響 2
三、旅遊服務的改變 4
四、O2O旅遊服務比較 5
第二節 研究問題 10
第三節 研究目的 11
第四節 研究範圍與限制 12
一、質性研究 12
二、量化研究 13
三、研究限制 13
第二章 文獻評論 14
第一節 旅遊服務經驗與旅遊服務體驗 14
第二節 O2O服務體驗 15
第三節 服務場景 19
一、符號感知 20
二、物理環境感知 20
三、功能感知 21
四、互動回應 22
第四節 流暢感知 22
第五節 價格公平感知 23
第六節 顧客依附傾向 23
第七節 滿意度 24
第八節 購買傾向 25
第三章 質性研究 27
第一節 研究方法與工具 27
一、實施策略 27
二、實施方式 28
三、內容收集 29
四、訪談內容 30
第二節 研究對象 30
一、受訪者遴選策略 30
二、焦點團體之召募過程 31
第三節 資料處理與分析 33
一、開放性編碼 34
二、主軸編碼 35
三、選擇性編碼 36
第四節 分析結果 37
一、顧客對OTA與傳統旅行社的競爭條件描述 37
二、顧客對OTA及傳統旅行社品牌依附的差別 39
三、對OTA及傳統旅行社實體環境功能感受的差別 41
四、對傳統旅行社對實體環境因素影響的描述 43
五、行動手機應用的需求 45
六、對符號象徵意義而言 46
七、對傳統旅行社內在反應因素影響的相關討論 50
八、價格因素影響原因的描述 60
九、對OTA與傳統旅行社服務滿意影響的描述 64
十、對OTA及傳統旅行社購買的原因 67
第五節 討論 70
第四章 量化研究模型與假設 74
一、服務場景體驗感知與滿意度的關係 74
二、流暢性感知與滿意度的關係 75
三、滿意度與購買意向之間的關係 76
四、符號感知、物理環境感知及流暢感知與滿意度的關係受價格公平感知影響 76
五、符號感知和滿意度的關係在受價格公平感知影響下會又因顧客焦慮依附及顧客品牌依附的大小而有所不同 77
六、流暢感知、滿意度之間的關係受價格公平感知影響下會因顧客焦慮依附及顧客品牌依附的大小而有所不同 78
七、研究假設 79
第五章 量化研究方法論 81
一、研究設計 81
二、研究方法 82
三、研究架構 83
四、操作變量定義 83
五、問卷設計 84
六、抽樣 86
七、預測試研究 86
第六章 量化研究結果 92
一、描述性統計 92
二、測量模型 96
三、共同方法偏差 102
四、結構方程模型（SEM） 102
五、調節效果 104
第七章 量化研究結果討論 121
一、符號感知、物理環境感知對滿意度有正向的影響 121
二、流暢感知對滿意度的影響 122
三、符號感知、物理環境感知、流暢感知對滿意度有正向的影響並影響購買意願 123
四、符號感知、物理環境、流暢性感知對滿意度的影響受到價格公平的影響 123
五、品牌依附對於價格公平在符號感知、物理環境感知二項對滿意度的干擾影響上，皆有干擾效果 123
六、品牌依附對價格公平在流暢感知對滿意度的干擾影響上，有干擾效果 124
七、焦慮依附對於價格公平在符號感知、物理環境感知、無縫感知三項對滿意度的干擾影響上，皆無干擾效果 124
八、結論 125
第八章 Post Hoc Interview 126
一、研究方法與步驟 126
二、研究結果 127
三、討論 137
第九章 研究貢獻 139
一、對理論的貢獻 139
二、對管理含義的貢獻 144
第十章 限制和未來研究建議 150
一、研究限制 150
二、未來研究建議 150
參考文獻 152
附錄一 172
附錄二 177

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