臺灣博碩士論文加值系統

電子商務的興起，逐漸的改變大眾消費行為，消費者能快速藉由網路評價了解產品內容與知識，但由於無法實際接觸商品，電子商務依然存在許多風險。基於網際網路的技術為網路評價及知覺風險創造了大量的機會，這種現象會影響網路飯店業者，因為這種易於取得的資訊可能會極大地影響網路消費的決策。本研究的目的是探討知覺風險及網路評價對消費者做出訂房意願之影響。主要採用知覺風險及網路評價來研究影響訂房網站消費者的訂房意願。本研究從社群媒體中收集的樣本進行問卷發，有效受訪者共有297人，並具有網路預訂酒店住宿的經驗，並利用問卷所收集到的資料利用SPSS 25進行分析。
驗證結論如下:一、在台灣的網路訂房網站中，消費者的使用意願會因為知覺風險而有顯著影響。二、在台灣的網路訂房網站中，網路評價會對消費者的使用意願有顯著的影響。後續研究建議: 一、可以增加統計網路評價的系統，並透過與業者合作，將最真實的消費者評價真實呈現，不在會有惡意負評等情事發生，影響評價的公正性。二、各大線上訂房網站應持續努力於提昇品質與服務，以增進消費者的滿意度、信任度及對該線上訂房網站的忠誠度，網路評價效益才可發揮最大作用。三、面對負面評價切勿存在得過且過的心態，應該正面的去發現以及解決問題。

The rise of e-commerce has gradually changed the behavior of general public consumption. Consumers can quickly understand the content and knowledge of products through online evaluation. However, due to the lack of actual contact with goods, there are still many risks in e-commerce. Internet based technology creates a lot of opportunities for internet evaluation and perceived risk. This phenomenon will affect online restaurant operators, because the easily available information may greatly affect the decision-making of online consumption. The purpose of this study is to explore the impact of perceived risk and online evaluation on consumers' willingness to make a reservation. The main purpose of this paper is to study the influence of perceived risk and internet evaluation on the willingness of the consumers of booking websites. In this study, a total of 297 valid respondents were selected from the samples collected from social media, and they had the experience of online hotel reservation. The data collected by the questionnaire were analyzed by SPSS 25.
The conclusions are as follows: first, in Taiwan's online booking websites, consumers' willingness to use will be significantly affected by perceived risk. Second, in Taiwan's online booking websites, online evaluation has a significant impact on consumers' willingness to use. The follow-up research suggests: first, we can increase the statistical network evaluation system, and through cooperation with the industry, we can truly present the most authentic consumer evaluation, so that there will be no malicious negative evaluation, which will affect the fairness of the evaluation. Secondly, all major online booking websites should make continuous efforts to improve the quality and service, so as to enhance consumers' satisfaction, trust and loyalty to the online booking website. Only in this way can the benefits of online evaluation be maximized. Third, in the face of negative evaluation, we should not muddle along. We should find and solve problems positively.

摘 要 i
Abstract ii
目 錄 iii
表 目 錄 v
圖 目 錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究步驟與流程 2
第二章 文獻探討 4
第一節 知覺風險 4
第二節 知覺風險對網路線上訂房的影響 6
第三節 網路評價 7
第四節 訂房網評價對消費者選擇影響 9
第三章 研究方法 12
第一節 研究架構 12
第二節 研究對象 12
第三節 研究工具 13
第四節 問卷設計 14
第四章 結果與討論 16
第一節 描述性統計分析 16
第二節 信度分析 18
第三節 T檢定及單因子變異數分析 19
第四節 相關分析 50
第五章 結論與建議 53
第一節 結論 53
第二節 建議 54
參 考 文 獻 56
附 錄 - 問卷 62

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