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研究生:李谷蕙
研究生(外文):LEE, KU-HUEI
論文名稱:旅館網站之資訊品質、視覺美感與知覺易用性對線上消費者購買意圖之影響
論文名稱(外文):The Effect of Hotel Website Information Quality, Visual Aesthetics and Perceived User Friendliness on On-line Purchasing Intention
指導教授:郭彥谷郭彥谷引用關係郭宗賢郭宗賢引用關係
指導教授(外文):KUO, YEN-KUKUO, TSUNG-HSIEN
口試委員:賴奎魁郭宗賢郭彥谷何俐安
口試委員(外文):LAI, KUEY-GUEYKUO, TSUNG-HSIENKUO, YEN-KUHO, LI-AN
口試日期:2016-11-13
學位類別:碩士
校院名稱:中國文化大學
系所名稱:觀光事業學系觀光休閒事業碩士在職專班
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:80
中文關鍵詞:電子商務網站資訊品質視覺美感知覺易用性線上購買意圖
外文關鍵詞:e-commercewebsite information qualityvisual aestheticsperceived user friendlinessonline purchasing intention
相關次數:
  • 被引用被引用:3
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  • 下載下載:140
  • 收藏至我的研究室書目清單書目收藏:0
在資訊科技發展引領之下,根據資策會國內電子商務近況調查,台灣的旅館網站無論是住宿、餐飲、健身或溫泉方面皆已擁有大量使用者。基於此優勢,旅館業者透過電子商務行銷產品與服務為刻不容緩之重要議題。
旅館網站的功能與設計能刺激線上瀏覽者之購買意圖嗎?在全球e化的時代,旅館網站與電子商務整合的平台已成為必然趨勢。本研究問題以網路使用者觀點來探討旅館網站的資訊品質、視覺美感以及知覺易用性對線上購買意圖之影響。以台灣地區使用網路訂房之消費者為研究對象,採用網路問卷調查方式進行量化實證研究,有效問卷數為364份,以Anova統計方法經由SPSS工具進行分析,藉以了解旅館網站邁向電子商務領域的相關策略。
研究結果發現網站的資訊品質、視覺美感以及知覺易用性對線上購買意圖皆有顯著關係,期盼將研究結果提供旅館經營者建置網站時之參考及未來研究者延伸探討之依循。

According to the latest census by MIC, the users of hotels website were increased widely no matter the aspects of accommodation, food and beverage or health and spa since the progress of the information technology. Thus, hotel operators take this advantage to develop the e-commerce websites will become an important issue.
Whether the design and function of hotel websites can stimulate online consumers’ purchasing intention? This study focused on the effect of hotel website information quality, visual aesthetics and perceived user friendliness to the online purchasing intention. The subject of the research is the internet users. The effective questionnaire number of the empirical study is 364, and it analyzed by ANOVA via SPSS. This study attempts to understand the strategies about hotels website to the field of e-commerce.
The results of the study found that the hotel website information quality, visual aesthetics and perceived user friendliness to the online purchasing intention have significant relations. Hopefully, the results will be helpful to the hotel operators for establishing their websites and future researchers for extension study reference.

內容目錄
中文摘要 .................... iii
英文摘要 .................... iv
誌謝辭  .................... v
內容目錄 .................... vi
表目錄  .................... viii
圖目錄  .................... ix
第一章  緒論.................. 1
  第一節  研究背景與動機........... 1
  第二節  研究問題與目的........... 8
  第三節  研究範圍與對象........... 10
  第四節  研究貢獻.............. 11
  第五節  研究流程.............. 11
第二章  文獻探討................ 13
  第一節  電子商務.............. 13
第二節  網站資訊品質............ 16
  第三節  網站視覺美感............ 19
  第四節  網站知覺易用性........... 21
  第五節  線上消費者購買意圖......... 22
第三章  研究方法................ 25
  第一節  研究架構.............. 25
  第二節  操作型定義............. 26
  第三節  研究假說.............. 28
  第四節  樣本與資料收集........... 29
  第五節  問卷與題項設計........... 29
  第六節  資料分析與方法........... 38
第四章  實證分析與結果............. 40
  第一節  基本資料敘述性統計分析....... 40
  第二節  研究變數之敘述性統計分析...... 43
  第三節  信度分析.............. 47
  第四節  相關分析.............. 48
  第五節  迴歸分析.............. 49
  第六節  討論................ 50
第五章  結論與建議............... 54
  第一節  研究結論.............. 54
  第二節  研究建議.............. 55
  第三節  研究限制.............. 56
參考文獻  ................... 57
附錄一  研究問卷................ 72
附錄二  2014全台十大親子飯店前三名旅館網站... 78


表目錄
表 1-1 近十年觀光外匯總收入........... 2
表 1-2 近十年來台觀光客佔比變化......... 3
表 1-3 2015年12月臺灣地區觀光旅館家數及房間數統計 4
表 1-4 台灣旅館星級評定標準........... 6
表 1-5 交通部觀光局近十年之來台觀光客統計表... 7
表 2-1 台灣電子商務近況............. 15
表 3-1 2014全台十大親子飯店排名前三名旅館.... 31
表 3-2 本問卷旅館網站首頁及連結網址....... 31
表 3-3 網站資訊品質問項內容........... 33
表 3-4 網站視覺美感問項內容........... 34
表 3-5 網站知覺易用性問項內容.......... 35
表 3-6 線上購買意圖問項內容........... 35
表 3-7 受訪者基本資料問項內容.......... 36
表 4-1 受訪者基本資料分析結果.......... 41
表 4-2 網站資訊品質之平均數、標準差與信度分析.. 44
表 4-3 網站視覺美感之平均數、標準差與信度分析.. 45
表 4-4 網站知覺易用性之平均數、標準差與信度分析. 46
表 4-5 線上購買意圖之平均數、標準差與信度分析.. 47
表 4-6 信度分析表................ 47
表 4-7 變數間之相關分析表............ 48
表 4-8 簡單迴歸分析表之一............ 49
表 4-9 簡單迴歸分析表之二............ 49
表 4-10 本研究假設驗證結果............ 50


圖目錄
圖 1-1 研究流程圖................. 12
圖 2-1 台灣網友購物行為近況............ 15
圖 3-1 研究架構圖................. 25



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