臺灣博碩士論文加值系統

　　由於國內旅遊逐年地成長，民眾的住宿需求增加，因而刺激民宿產業
的興起。民宿業者為了招攬更多的潛在顧客，開始建立專屬的民宿網站，
希望藉此來增加民宿的曝光率。然而，大多數的民宿業者並不清楚建立一
個有品質的民宿網站對其民宿經營的重要性，導致未能全完發揮網站的優
勢以提昇顧客的住宿意願。

　　本研究以 Ahn et al. Model為基礎，將網站品質分為資訊品質、系統
品質、以及服務品質，來探討網站的各種品質，是如何影響網站瀏覽者
的信念、信任與滿意度、以及瀏覽意圖和住宿意圖。

　　本研究的資料蒐集是經由網路問卷調查方法，回收505份問卷，有效
樣本數為420份。根據最後的研究發現，由於民宿產業特色在於業者與住
宿旅客之間的互動頻繁，因此服務品質對於民宿網站具有最重要的影響效
果。本研究中的知覺信念、信任與滿意度，以及意圖所主張的研究假說，
除了知覺易用和系統品質對知覺趣味、資訊品質對知覺易用不顯著之外，
其他均獲得支持。最後，本研究提出結論與建議，希望可以作為學術以及
實務界參考之用。

　　In recent years there has been an increasing of the domestic tourism which
brings the needs for people’s home stay; this therefore drives the development
of Taiwan's bed and breakfast (B&B) industry. In order to attract more potential
customers, B&B owners have begun to build their B&B websites. Yet, many of
the owners have not realized the importance how the websites can help for adm-
inistering their B&B businesses, therefore the websites nowadays seem not able
to exert the their significance in increasing tourists intention to stay.

　　Based upon the model of Ahn et al., this study explores the website qualities,
which includes information quality, system quality, and service quality, the perce-
ived beliefs, trust and satisfaction to see their influence on consumers' two kinds of
intentions (intention to stay and re-browsing intention).

　　An online survey is conduct to those subjects who have experienced in browsing
B&B websites before. A total of 505 returned data resulting in 420 valid samples. The
findings show that service quality is the most influential factor to customers' perceived
beliefs. As for the hypotheses for those perceived beliefs, trust, and satisfaction are all
significant in influencing both the customers’ intention to stay and re-browsing
intention; except the relationship between perceived ease of use and playfulness.
The implications to academics and business are discussed.

第一章 前言 ................................................................................................. 1
1.1 研究背景 ............................................................................................... 1
1.1.1 台灣民宿與旅遊的發展 ................................................................... 1
1.1.2 網際網路對民宿產業的影響 ........................................................... 2
1.2 研究動機 .............................................................................................. 4
1.2.1 實務動機 ........................................................................................... 4
1.2.2 學術動機 ........................................................................................... 5
1.3 研究目的 .............................................................................................. 6
1.4 研究流程 ............................................................................................. 7
第二章 文獻探討 ...................................................................................... 8
2.1 民宿產業 ............................................................................................. 8
2.1.1 台灣民宿的發展歷史 ...................................................................... 8
2.1.2 台灣民宿的經營現況 ...................................................................... 9
2.1.3 小結 ................................................................................................ 13
2.2 民宿網站 ........................................................................................... 14
2.2.1 國外民宿網站的研究 .................................................................... 14
2.2.2 國內民宿網站的研究 .................................................................... 16
2.2.3 國內民宿網站的經營現況 ............................................................ 17
2.2.4 小結 ................................................................................................ 23
2.3 網站品質 ........................................................................................... 24
2.3.1 成功的資訊系統 ............................................................................ 24
2.3.2 成功的資訊系統之網站品質 ........................................................ 26
2.3.3 網站品質之衡量構陎 .................................................................... 26
2.3.4 小結 ................................................................................................ 31
2.4 研究模型 ........................................................................................... 32
2.4.1 科技接受模式(technology acceptance model, TAM) ..................... 32
2.4.2 Moon & Kim Model ......................................................................... 33
2.4.3 Ahn et al. Mode l ............................................................................... 33
2.5 研究假說 ........................................................................................... 37
2.5.1 住宿意圖與再瀏覽意圖 ................................................................ 37
2.5.2 信任、滿意度對於意圖 ................................................................ 37
2.5.3 信任對於滿意度 ............................................................................ 38
2.5.4 知覺趣味、知覺有用對於意圖 ..................................................... 38
2.5.5 知覺趣味、知覺易用與知覺有用對於信任 ................................ 39
2.5.6 知覺趣味、知覺易用與知覺有用對於滿意度 ............................ 40
2.5.7 Ahn et al. Model ............................................................................... 41
第三章 研究方法 .................................................................................... 43
3.1 研究對象 ........................................................................................... 43
3.2 衡量問項 ........................................................................................... 43
3.3 問卷設計 ........................................................................................... 44
3.4 樣本來源 ........................................................................................... 44
3.5 分析工具 ........................................................................................... 47
第四章 資料分析 .................................................................................... 48
4.1 樣本特徵 ........................................................................................... 48
4.2 研究分析 ........................................................................................... 50
4.2.1 建構效度與內部一致性 ................................................................ 50
4.2.2 測量模式 ........................................................................................ 55
4.2.3 結構模式 ........................................................................................ 58
4.3 樣本特徵對研究變數的影響 ........................................................... 64
4.3.1 性別之差異性檢定 ........................................................................ 64
4.3.2 瀏覽「假」民宿網站的經驗之差異性檢定 ................................ 65
4.3.2 民宿網站類別之差異性檢定 ........................................................ 66
第五章 結論 ............................................................................................ 67
5.1 研究結果 ........................................................................................... 67
5.1.1 民宿網站的影響力 ........................................................................ 67
5.1.2 信任與滿意度的影響力 ................................................................ 67
5.1.3 知覺趣味的影響力 ........................................................................ 68
5.1.4 服務品質的影響力 ........................................................................ 68
5.1.5 建立民宿網站的要點 .................................................................... 69
5.2 學術意涵 ........................................................................................... 71
5.3 實務意涵 ........................................................................................... 72
5.4 研究限制與未來發展 ....................................................................... 73
參考文獻 .................................................................................................. 75
附錄一：花蓮民宿網站之統計內容(2007) ............................................ 82
附錄二：本研究之網路問卷 .................................................................. 85

一、中文文獻
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10. 陳宗玄，(2007)，臺灣民宿業經營概況與發展分析，
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