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研究生:黃靖媛
研究生(外文):HUANG, JING-YUAN
論文名稱:以AIDA模型探討網站設計對電子商務網站之影響
論文名稱(外文):The Influence of Website Design on E-commerce:Using AIDA Model
指導教授:李明錡李明錡引用關係
指導教授(外文):LEE, MING-CHI
口試委員:陳素雯劉旭榮
口試委員(外文):CHEN, SU-WENLIU, HSU-JUNG
口試日期:2020-07-10
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:資訊工程學系碩士班
學門:工程學門
學類:電資工程學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:124
中文關鍵詞:線上旅遊網站網站設計品質網站美學
外文關鍵詞:OTAwebsite design qualitywebsite aesthetic
相關次數:
  • 被引用被引用:5
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  • 下載下載:171
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  電子商務網站數量日漸增長,網站代表著吸引用戶的窗口及企業品牌的第一印象,網站設計的重要性顯而易見。現今旅遊業正蓬勃發展,旅遊網站層出不窮,企業該如何吸引顧客也是一個重要議題。
  過去關於網站設計的研究大多以線上購物為主,並且多單獨探討網站的視覺設計或功能性作為研究構面。本研究以線上旅遊網站(OTA)為例,將AIDA模型作為基礎,以網站美學作為模型中的Attention階段;以資訊品質、服務品質、娛樂性、易用性作為Interest階段;搜索意圖為Desire階段;Action階段則為預訂意圖。探討網站美學是否會影響用戶對網站功能性的感受進而影響搜索與預訂意圖。研究結果顯示網站美學對資訊品質、易用性、娛樂性皆有正向顯著影響;資訊品質、易用性、娛樂性則會影響用戶的使用網站搜索的意願;服務品質因為在進行住宿預訂時最能了解用戶問題,以及提供解決方案的是飯店方而非網站平台,因此並未對網站搜索意圖有顯著影響。根據結果我們了解到網站美學是會影響用戶對資訊品質、娛樂性、易用性的感受進而去影響網站的搜索意圖。
  The number of e-commerce websites is increasing day by day. The website represents the first impression that attracts users. The importance of website design is obvious. The tourism industry is booming nowadays, and there are endless streams of travel websites. How to attract customers is also an important issue.
  In the past, most of the research on website design focused on online shopping, and most of them discussed the visual design or functionality of the website. This study takes the online travel website (OTA) as an example, uses the AIDA model as the basis, and the website aesthetics as the Attention stage in the model; the information quality, service quality, entertainment, and ease of use as the Interest stage; the search intent is the Desire stage ; The Action stage is the booking intention. Discuss whether the website aesthetics will affect the user's perception of the website's functionality and booking intentions. Research results show that website aesthetics have a positive and significant impact on information quality, ease of use, and entertainment; information quality, ease of use, and entertainment will affect users' willingness to use website search; service quality is because when booking accommodation It is the restaurant rather than the website platform that best understands user problems and provides solutions, so it does not have a significant impact on website search intent. According to the results, we understand that the website aesthetics will affect the user's perception of information quality, entertainment, and ease of use and thus affect the website's search intent.
誌謝 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 viii
表目錄 ix

第一章、緒論 1
 第一節、研究背景 1
 第二節、研究動機 6
 第三節、研究目的 8
 第四節、論文架構 9
第二章、文獻探討 10
 第一節、電子商務網站 10
  一、電子商務網站(E-commerce website) 10
  二、小結 14
 第二節、線上旅遊網站 15
  一、旅遊業與線上旅遊網站(Online Travel Agency,OTA) 15
  二、小結 22
 第三節、AIDA模型 23
  一、AIDA模型介紹 23
  二、AIDA模型各階段介紹 28
 第四節、網站設計 31
  一、網站設計 (website design) 31
  二、網站設計品質(website design quality) 35
  三、小結 38
 第五節、網站美學 40
  一、網站美學定義(website aesthtics) 40
  二、小結 43
 第六節、資訊品質 44
  一、資訊品質定義(information quality) 44
  二、小結 46
 第七節、服務品質 47
  一、服務品質定義(service quality) 47
  二、小結 49
 第八節、易用性 50
  一、易用性定義(ease of use & usability) 50
  二、小結 51
 第九節、娛樂性 52
  一、娛樂性定義(playfulness) 52
  二、小結 53
第三章、研究方法 54
 第一節、研究架構 54
 第二節、研究假說 56
  一、網站美學與資訊品質之間的關係 56
  二、網站美學與娛樂性之間的關係 57
  三、網站美學與易用性之間的關係 57
  四、資訊品質與搜索意圖之關係 58
  五、娛樂性與搜索意圖之關係 58
  六、易用性與搜索意圖之關係 58
  七、服務品質與搜索意圖 59
  八、搜索意圖與預訂意圖之關係 59
 第三節、操作性定義 61
 第四節、問卷設計 62
  一、過去使用線上旅遊網站之經驗 62
  二、情境設計 64
  三、線上旅遊網站使用體驗 67
  四、基本個人資料 73
 第五節、研究對象與資料收集 74
  一、研究對象 74
  二、資料收集 74
 第六節、資料分析方法 75
 第七節、問卷前測與問項修正 76
第四章、資料分析方法 80
 第一節、描述性統計分析 80
  一、人口基本資料統計變數之樣本分析 80
  二、線上旅遊網站過去使用經驗 82
 第二節、單因子變異數分析 84
  一、網站美學 84
  二、資訊品質 85
  三、服務品質 85
  四、娛樂性 85
  五、易用性 85
 第三節、SEM結構方程式分析 86
  一、測量模型 86
  二、結構模型 91
 第四節、研究結果 92
第五章、討論與未來研究 94
 第一節、討論 94
  一、網站美學 95
  二、資訊品質 95
  三、娛樂性 96
  四、易用性 96
  五、服務品質 96
  六、搜索意圖 97
 第二節、貢獻 98
  一、學術貢獻 98
  二、實務貢獻 99
 第三節、研究限制 101
  一、樣本限制 101
  二、問卷限制 101
  三、研究架構限制 101
 第四節、未來研究建議 102
附錄一、正式問卷 115
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