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研究生:李谷蕙
研究生(外文):LEE, KU-HUEI
論文名稱:線上評論及安全與隱私對旅館網站線上訂購意圖之影響:知覺信任之中介效果
論文名稱(外文):The Effects of Online Reviews as well as Security and Privacy on Online Hotel Booking Intention: Perceived Trust as an Intervening Role
指導教授:周建亨周建亨引用關係
指導教授(外文):CHOU, CHIEN-HENG
口試委員:林彩梅林淑珍李正綱周建亨許嘉霖
口試委員(外文):LIN, TSAI-MEILIN, SHU-JENLI, CHENG-KANGCHOU, CHIEN-HENGHSU,CHIA-LIN
口試日期:2021-06-03
學位類別:博士
校院名稱:中國文化大學
系所名稱:國際企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:中文
論文頁數:108
中文關鍵詞:數位行銷線上評論安全與隱私知覺信任線上訂購意圖
外文關鍵詞:digital marketingonline reviewssecurity and privacyperceived trustonline booking intention
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隨著資訊透明化以及2020年初爆發至今的新冠病毒(COVID-19)衝擊,全球旅館及相關產業的經營皆面臨更嚴峻的考驗。旅館業如何從數位行銷的競爭以及疫情風暴的困境中走向嶄新的經商環境,實為目前刻不容緩之重要議題。有鑒於此,本研究提出旅館網站之數位行銷策略,評估本國國際觀光旅館網站的線上消費者評論及安全與隱私性,是否能激發消費者線上訂購意圖,期盼對於觀光旅館業能夠有所貢獻為本研究動機。而本文研究目的主要是探討本國國際觀光旅館網站之線上評論、安全與隱私及知覺信任對消費者線上訂購意圖之影響;線上評論及安全與隱私對知覺信任之影響;並檢測知覺信任對線上評論及安全與隱私兩變數與線上訂購意圖之間的中介效果。
本研究採用量化實證研究,有效問卷數為313份,使用SPSS 21.0及AMOS 20.0進行資料分析。研究結果顯示:線上評論及知覺信任對線上訂購意圖影響顯著;線上評論及安全與隱私對知覺信任影響顯著;知覺信任對線上評論與線上訂購意圖間具有部分中介效果;知覺信任對安全及隱私與線上訂購意圖間具有完全中介效果。本研究根據實證分析結果提出理論貢獻與管理意涵。

Due to the transparency of information and the impact of the new corona virus disease (COVID-19) that broke out in early 2020, which causing the operations of hotels and related industries worldwide are facing more severe challenges. How companies move from the competition of digital marketing and the predicament of the pandemic to a new business environment is an important issue at this moment. This study proposes strategies to assess the online consumers’ reviews and security/privacy of the domestic international tourist hotels’ websites to find out whether those strategies stimulate the online consumers’ hotel booking intention, and developing a significant digital marketing performance. This research aims to explore the effects of online reviews, security/privacy and perceived trust on online hotel booking intention, the effects of online reviews and security/privacy on perceived trust, also the intervening role of perceived trust between independent variables (online reviews, security/privacy) and online hotel booking intention.
A quantitative empirical study was conducted, the number of valid questionnaires was 313 which were analyzed by SPSS 21.0 and AMOS 20.0. The research results reveal that the direct effects of online reviews and perceived trust on online hotel booking intention are significant, the direct effects of online reviews and security/privacy on perceived trust are significant, the partial intervening role of perceived trust between online reviews and online booking intention is supported, and the complete intervening role of perceived trust between security/privacy and online booking intention is supported. Thus, the theoretical and managerial implications are proposed.
內容目錄
誌謝辭 ..................... iii
中文摘要 .................... iv
英文摘要 .................... v
內容目錄 .................... vii
表目錄  .................... ix
圖目錄  .................... x
第一章  緒論.................. 1
  第一節  研究背景與動機........... 1
  第二節  研究目的.............. 13
  第三節  研究架構.............. 15
  第四節  研究限制.............. 16
第二章  文獻探討................ 17
  第一節  線上訂購意圖............ 17
第二節  線上評論.............. 21
  第三節  安全與隱私............. 23
  第四節  知覺信任.............. 25
  第五節  研究假設.............. 29
第三章  研究方法................ 34
  第一節  資料收集方法............ 34
  第二節  資料分析方法............ 42
第四章  資料分析與結果............. 45
  第一節  樣本結構分析............ 45
  第二節  信度分析.............. 47
  第三節  驗證性因素分析........... 49
  第四節  結構方程模型分析.......... 52
  第五節  假設檢定.............. 54
第五章  結論與建議............... 56
  第一節  研究結論.............. 56
  第二節  理論意涵.............. 61
第三節  旅館業管理意涵........... 63
  第四節  未來研究建議............ 68
參考文獻 .................... 70
附錄A  網路問卷參考網頁............ 93
附錄B  問卷.................. 94

表目錄
表 1-1 中華民國2009-2018年觀光外匯收入統計.. 3
表 1-2 2017年中華民國觀光指標......... 4
表 1-3 2019年中華民國星級旅館評鑑基本條件... 5
表 1-4 2019年台灣地區觀光旅館統計表...... 6
表 3-1 線上評論之量表 ............. 37
表 3-2 安全與隱私之量表 ............ 38
表 3-3 美學吸引力之量表 ............ 39
表 3-4 知覺信任之量表 ............. 40
表 3-5 線上訂購意圖之量表 ........... 41
表 3-6 受訪者基本資料內容 ........... 42
表 4-1 有效樣本之基本資料分布統計 ....... 46
表 4-2 研究構念之平均數、標準差、信度係數 ... 48
表 4-3 驗證性因素分析與收斂效度 ........ 50
表 4-4 研究構念間之相關係數與區別效度 ..... 51
表 4-5 個體模型驗證之適配度分析 ........ 52
表 4-6 整體模型之適配度分析 .......... 53
表 4-7 各變數間之影響效果 ........... 54
表 4-8 模型假設驗證之結果 ........... 55
表 5-1 研究假設檢定結果彙總表 ......... 56

圖目錄
圖 1-1 中華民國2010-2019年來臺旅客總人次變化 .. 5
圖 1-2 生活市集行銷模式............. 9
圖 1-3 研究模型架構............... 15
圖 4-1 結構模型路徑係數和複相關平方係數 .... 55

一、中文部分

中時新聞網(2020),2020年12月報導五星級酒店安全與隱私議題
〔線上資料〕,來源:https://www.chinatimes.com/amp/
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〔2020, December 25〕。

中華民國交通部觀光局(2020),2015年國際觀光旅館營運分析
報告摘要〔線上資料〕,來源:
https://admin.taiwan.net.tw/FileUploadCategoryList
C003340.aspx?CategoryID =024c327f-d488-4b9a-b5c2
-7598c91651e1&appname=FileUploadCategoryListC003340
〔2020, April 20〕。

中華民國交通部觀光局(2020),近十年來臺旅客總人次變化
〔線上資料〕,來源:https://stat.taiwan.net.tw
〔2020, October 16〕。

中華民國交通部觀光局(2010),觀光旅館建築及設備標準,
〔線上資料〕,來源:https://admin.taiwan.net.tw
〔2020, October 16〕。

中華民國交通部觀光局(2019),星級旅館評鑑作業要點
〔線上資料〕,來源: https://admin.taiwan.net.tw
〔2020, October 16〕。

中華民國交通部觀光局(2020),歷年觀光外匯收入統計〔線上資料〕
,來源:https://admin.taiwan.net.tw/Handlers
〔2020, October 16〕。

中華民國交通部觀光局(2020),2017年觀光指標,〔線上資料〕,
來源:https://admin.taiwan.net.tw/Handlers 〔2020, October 16〕

中華民國交通部觀光局(2020),2019年台灣地區觀光旅館家數及
房間數統計表-總表〔線上資料〕,來源:
https://admin.taiwan.net.tw/Handlers 〔2020, October 16〕。

中華民國交通部觀光局(2019),星級旅館評鑑基本條件,
〔線上資料〕,來源:https://admin.taiwan.net.tw/Tourism
RegulationDetailC003200. aspx?Cond=8a6e83e0-3b7c-4f6d
-9778-255789656230 〔2020, October 16〕。

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https://digi.ey.gov.tw/Page/8A37BFCCB0E3C315
〔2020, April 20〕。

易遊網,(2019),2019年線上票選20大台灣最美飯店名單
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https://www.eztravel.com.tw/hotel_taiwan/event/hotel-vote-
award/index.html 〔2019, September 30〕。

哈佛商業評論(2020),2020年3月號,實驗打造高效率創新
〔線上資料〕,來源:
https://www.hbrtaiwan.com/article_content_AR0009489.html
〔2020, March 10〕。

哈佛商業評論(2020),2020年03月18生活市集行銷模式
〔線上資料〕,來源:https://www.hbrtaiwan.com/article_
content_AR000 9248.html 〔2020, April 20〕。

瑞穗天合國際觀光酒店(2019),2019年旅館圖片及網頁
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〔2019, September 30〕。

經濟日報(2020),2020年7月報導瑞穗天合國際觀光酒店榮獲卓
越五星評鑑標章〔線上資料〕,來源:
https://money.udn.com/money/amp/story/5612/4719084
〔2020, July 30〕。

福容大飯店淡水漁人碼頭(2019),2019年旅館圖片及網頁
〔線上資料〕,來源:
https://www.fullon-hotels.com.tw/fw/offer
〔2019, September 30〕。


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