影響傳統旅行業導入企業對顧客電子商務決策之研究-以桃園地區的旅行社為例

A STUDY OF INFLUENCING TRADITIONAL TRAVEL AGENCIES’DECISION-MAKING TO INTRODUCING B2C E-COMMERCE– Regarding Taoyuan regional travel agencies as the example.

徐振益(Chen-Yi Hsu)

指導教授 ： 王永心

大同大學/經營設計學院/事業經營學系所/碩士(2004年)

摘要

網際網路興起前，傳統旅行業已經是高度採用資訊科技的產業，每家旅行社大都擁有透過專屬網路與航空業及旅館業連線的旅行業訂位系統，這種組織間的電子商務系統在傳統旅行業已行之多年；以整體旅遊產業而言，因網際網路上的商業行為，已造成旅遊產業價值鍊與競合關係的變化。因此，本論文主要研究目的係為瞭解旅行業高階主管的特質對導入B2C電子商務之影響、旅行業本身屬性對導入B2C電子商務之影響與旅行業者在導入B2C電子商務時所考量的決策因素。
本研究之資料分析，應用敘述統計、卡方檢定、獨立樣本T檢定、皮爾森積差相關分析、因素分析及區別分析等，以說明研究結果。
研究結果發現高階主管的特質中以「教育程度」、「職位」、「電子商務消費經驗」、「電子商務發展遠景看法」，會直接影響導入電子商務與否及與決策具正相關且達顯著水準；「旅行業的種類」、「成立年數」、「員工人數」及「參與政府相關單位或民間團體的推廣與輔導措施」等旅行業屬性與旅行業導入電子商務與否，都有顯著的差異，會直接影響導入電子商務與否及與決策具正相關且達顯著水準；導入電子商務決策因素，分為六個構面，「產品競爭力」、「投資成本關係」、「企業電子化程度」、「消費者需求」、「電子商務環境」及「管理認知模式」；當旅行業在考量是否要導入電子商務的相關決策時，以「企業電子化程度」影響程度最大，其次為「投資成本關係」。

關鍵字

none

並列摘要

Before the emerging of Internet, traditional travel agencies had been an industry that adopted information technology greatly, and common for each travel agency to have Computerized Reservation System to connect with airlines and hotels through dedicated lines. This kind of inter-organizational information system has been adopted for many years; while viewing the travel industry as a whole, the changes on value chain and competition and cooperation relation are caused by the commercial behavior of Internet – E-commerce. Therefore, the objectives of this study are: to understand the influence of top managements’ characteristics on introducing B2C e-commerce, to understand the influence of travel agencies’ attributes on introducing B2C e-commerce, and to understand the considered decision-making factors by travel agencies while introducing B2C e-commerce.
To the data analysis, we adopt scale reliability analysis, scale validity analysis, descriptive statistics, chi-square test, independent sample t-test, Pearson’s correlation analysis, factor analysis and discriminated analysis, etc. and explains the result in details.

According to the results of the analysis, this study found that “education level”, “job position”, “consuming experience in e-commerce websites”, and “the viewpoint on e-commerce prospective” of the top management’s characteristics would directly influence whether to introduce e-commerce or not, and have positive correlation with the decision significantly; the travel agency’s attributes of “ type of travel agency”, “the company’s history”, “the number of employees” and “participating in the promotion and assistance measure” would directly influence whether to introduce e-commerce or not, and the decision is positively correlated with significance of e-commerce introduction. Decision factors are divided into six dimensions, “Product Competence”, “Relationship of Investment Capital”, “E-business’ Level”, “Consumers Demand”, “E-commerce Environment”, and “Management Knowledge Mode”. Results show that the dimension “E-business’s Level” affects the most and dimension “Relationship of Investment Capital” affects next the decision to introducing e-commerce.

並列關鍵字

B2C ； decision-making ； E-commerce ； travel agencies

參考文獻

Chen, Lung-Hua (1993), “The Critical Factors for Information Technology Adoption”, Master’s thesis, National Sun Yat-Sen University.

Wang, Yi-Wen（1997）, “A Study on Internet Marketing in the Banking Industry”, Master’s thesis, Tamkang University.

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Chen, Jia-Long (1998), Travel Business, Taipei: Shinlou Books.