臺灣博碩士論文加值系統

網站是用來展示產品和服務的資訊且有商業價值的利益，試圖去影響消費者在網站上的購買意圖很重要，網頁的介面如果有好的內容、簡單的設計，有機會贏得消費者的信任。本研究以新竹國賓飯店的網站為例，調查新竹科學園區之公司秘書、行政管理及業務人員對網站的容易使用程度、視覺吸引力、資訊功能性的認知程度，以提出飯店網站評估結果，藉由了解竹科的消費特性以提供相關業者在網路行銷之策略。
本研究以自答式問卷為調查工具，抽樣新竹科學園區內負責訂位業務的相關單位。調查時間從2008年5月起為期三個月，研究調查了台灣新竹超過300家公司之923位秘書、行政管理及業務人員，共獲得有效樣本355份。調查結果發現，一、本研究的受訪者對網頁的評價，普遍對網頁認知有用以及認知容易使用的情形僅達到有點同意的程度，驗證網站表現尚無法達到目的地行銷的效果。二、網站之容易使用與資訊功能性會正面影響顧客之推荐行為，其中以轉寄EDM之行為最為顯著。
研究結果強調不同於一般顧客而以買家的使用者之觀點，評估飯店網站的可用性，提供飯店經理人對飯店網站可用性的洞察力，增加網站的表現與商業利益間的可能性。

Website is useful for product display and information utility with commercial benefit. Try to make influence to consumer’s intention through internet is crucial. This survey concerns the result of hotel website usability evaluation for Ambassador Hotel Hsinchu, and how website performance makes influence to buyer behavior. In other words, from the buyer point of view who may make influence to customer choice, such as sectary、salesperson、administrator and manager for corporate company to see what is good to them.
The survey began at May 2008 and kept for three months. The samples were drew from corporate companies and gained 355 valid samples. The results showed firstly, the agreement of website usability is quite low. It can not reach effect point of destination marketing. Secondly, easy to use and information utility of website usability have positively significant influence to respondents’ recommend behavior, especially in EDM transfer.
The results come from the view of buyers to use hotel website and rank usability degree about the design, the easy of use, and the information function. The findings can provide hotel manager to envision the usability of web site, enhance to make the website more efficiently and create commercial benefits from it.

目 錄
第壹章 緒論 - 1 -
第一節 研究動機與目的 - 1 -
第二節 研究流程 - 7 -
第三節 研究範圍與限制 - 8 -
第貳章 相關理論與文獻回顧 - 11 -
第一節 關係行銷 - 11 -
第二節 網路行銷 - 16 -
一、 網路行銷影響模式之發展 - 17 -
二、 滿意度與行為意圖之解釋力 - 20 -
三、 消費者使用網站之行為模式 - 23 -
第三節 網站可用性之評估 - 27 -
一、 網站評估的起源 - 27 -
二、 網站評估構面 - 27 -
三、 旅遊目的地之應用 - 35 -
第四節 網頁評估的相關研究 - 36 -
第�H章 研究方法 - 41 -
第一節 研究架構 - 41 -
第二節 研究假設 - 42 -
第三節 變項操作型定義 - 43 -
第四節 問卷設計 - 45 -
第五節 抽樣方法 - 46 -
一、 調查對象 - 46 -
二、 抽樣方法 - 46 -
三、 調查過程與結果 - 46 -
第六節 資料分析工具及方法 - 47 -
第肆章 結果與討論 - 49 -
第一節 描述性分析 - 49 -
一、 受訪者資料分析 - 49 -
二、 信度、效度分析 - 52 -
三、 網頁可用性表現 - 52 -
四、 社經背景對網頁評價之影響 - 55 -
五、 網路使用習慣 - 58 -
第二節 假設檢定 - 62 -
一、 有無實際行動之評價分析 - 62 -
二、 有無再購行為之評價分析 - 62 -
三、 有無推荐行為之評價分析 - 62 -
第伍章 研究結果 - 73 -
第一節 研究結果與發現 - 73 -
第二節 研究建議 - 77 -
參考文獻 - 79 -
附錄一 預試問卷 - 87 -
附錄二 正式問卷 - 91 -
附錄三 新竹國賓飯店網頁 - 94 -
圖目錄
圖1-1- 1新竹科學園區相關產業的家數 - 2 -
圖1-1- 2全球訂房系統與飯店網路訂房 - 2 -
圖1-1- 3新竹國賓TOP 100公司住房產值趨勢圖 - 4 -
圖1-1- 4台積電在新竹國賓住房之趨勢表 - 4 -
圖1-1- 5全球訂房分配網絡圖示 - 6 -
圖1-2- 1研究流程圖 - 7 -
圖2-1- 1關係行銷要件圖 - 12 -
圖2-2- 1電腦科技使用者的科技接受模型圖 - 19 -
圖2-2- 2影響目的地網頁有用性之關係模型圖 - 20 -
圖2-3- 1網站可用性評估五個面向 - 31 -
圖2-3- 2重要因素的分類過程 - 33 -
圖2-4- 1研究主題領域分佈和調查領域 - 37 -
圖2-4- 2研究分布的年份和調查的領域 / 觀光與非觀光 - 38 -
圖3-1- 1飯店應用網頁的有用性與意圖旅遊到目的地的模型圖 - 42 -
圖3-1- 2研究架構圖 - 42 -
圖4-1- 1透過網路尋找旅遊資訊之分佈 - 59 -
圖4-1- 2透過網路購買旅遊產品之分佈 - 59 -
圖4-1- 3園區秘書上網時數分佈 - 60 -
圖4-1- 4習慣使用之入口網站 - 60 -
圖4-1- 5網路訂房次數分配 - 61 -
圖5-1- 1研究假說結果展示圖 - 75 -
表目錄
表1-1- 1新竹國賓TOP 100公司住房產值表 - 4 -
表4-1- 1受訪者會安排訂房者與提供資訊之分佈 - 49 -
表4-1- 2受訪者之描述性統計分析 - 51 -
表4-1- 3餐飲網頁可用性表現 - 53 -
表4-1- 4住房網頁可用性表現 - 54 -
表4-1- 5性別VS年收入 交叉分析表 - 55 -
表4-1- 6卡方分析社經背景 - 56 -
表4-2- 1有無實際行動之餐飲網頁可用性比較 - 65 -
表4-2- 2有無實際行動之住房網頁可用性比較 - 66 -
表4-2- 3再購行為觀點之餐飲網頁可用性比較 - 67 -
表4-2- 4再購行為觀點之住房網頁表現比較 - 68 -
表4-2- 5推荐觀點之餐飲網頁表現比較 - 69 -
表4-2- 6推荐觀點之住房網頁表現比較 - 70 -
表5-1- 1可用性評估結果 - 73 -

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