臺灣博碩士論文加值系統

　　近年來隨著現在廉價航空當道，越來越多人會選擇自助行出國，也因此為旅遊型態的改變，有越來越多的國際線上訂房網站如雨後春筍般的出現，全球旅館的網站豐富且以多元的型態紛紛成立，用以提昇訂房的資訊效益。由於消費者善用於線上訂房網站來比較時價，及參考網路來搜集住宿評價資訊，以達到消費者的理想管道。本研究目的是在探討旅客在使用Agoda線上的訂房網站時主要考慮的因素為何，消費者的不同背景變項是否影響線上訂房網站的品質、滿意度和忠誠度。研究方法採取便利抽樣，以網路問卷採取填寫，共回收350份。本研究以敘述性統計分析、T檢定、單因子變異數分析、皮爾森績差相關分析等進行資料分析與驗證。結果顯示（一）消費者的不同背景變項對「網站品質」、「滿意度」和「忠誠度」有部分顯著的差異。（二）「網站品質」對「滿意度」有顯著的相關性。最後，依研究結果提供線上訂房網站業者相關的實質建議，以便後續經營。讓線上訂房網站能朝向更多元化之發展，並為旅客帶來品質更好更優越的線上訂房。

As the low-cost airlines become popular in recent years, more travelers choose to travel overseas independently and the travel patterns have had a major paradigm shift. Consumers nowadays are proficient in obtaining the best traveling value by comparing prices posted among global online booking sites to find the best rate and to consult other consumers’ evaluations posted online so they can get a most suitable value for them. This study explored what is the major factor travelers considered and whether different demographic backgrounds affect travelers’ perceptions on website service quality, satisfaction, and loyalty using consumers’ booking experiences of online booking site Agoda.com.
The study adopted convenience-sampling method using personal and online surveys and collected 350 questionnaires. Data were analyzed by descriptive statistic, T-test, One-way ANOVA, and Pearson Correlations. The results show that 1. Significant differences were detected among some background variables regarding website service quality, satisfaction, and loyalty. 2. A significant correlation exists between website service quality and satisfaction of consumer. Finally, this study make suggestions regarding operations to online booking operators to assist online booking portals to develop a more diversified and better quality service for travelers to have superior online booking experience.

中文摘要.................................................................................................................................III
英文摘要................................................................................................................................IV
目錄........................................................................................................................................V
表目錄....................................................................................................................................VI
圖目錄..................................................................................................................................VIII
一、 緒論.................................................................................................................................1
1.1研究背景與動機....................................................................................................................1
1.2研究目的.............................................................................................................................4
1.3研究流程.............................................................................................................................5
二、文獻探討...........................................................................................................................6
2.1線上訂房網站......................................................................................................................6
2.2訂房網站介紹......................................................................................................................9
2.3網站品質..........................................................................................................................20
2.3.1資訊品質........................................................................................................................20
2.3.2系統品質........................................................................................................................25
2.3.3線上服務品質.................................................................................................................30
2.3.4滿意度...........................................................................................................................38
2.3.5忠誠度...........................................................................................................................43
三、研究方法.........................................................................................................................47
3.1研究架構...........................................................................................................................47
3.2研究假設..........................................................................................................................48
3.3問卷設計與研究方法.........................................................................................................48
四、研究結果.........................................................................................................................51
4.1樣本資料分析.....................................................................................................................51
4.2信度分析..........................................................................................................................54
4.3消費者的樣本分佈.............................................................................................................55
4.4人口統計變項與研究變項一致性檢定..................................................................................59
4.5背景變項與單因子變異數分析............................................................................................60
4.6皮爾森績差相關分析..........................................................................................................71
4.7研究假設之結果驗證彙整表................................................................................................73
五、研究結論與建議...............................................................................................................74
5.1研究結論...........................................................................................................................74
5.2研究建議...........................................................................................................................76
5.3後續研究建議....................................................................................................................78
參考文獻................................................................................................................................79
附錄 問卷..............................................................................................................................88

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