訂房網站品質及滿意度影響因子階層之分析－以Booking.com為例

由於資訊科技的進步，加上網際網路的發達，人們旅遊的型態有了很大的改變，由傳統以團體旅遊方式為主轉化成以自由行為主的旅遊方式。根據最近三年來官方的統計數據指出，國人國內旅遊的方式，大多是自行規劃行程旅遊為主，而在住宿的訂房方面，都可以透過網路獲得符合個人需求的資訊進行比價，因此產生許多線上旅遊的服務，成為競爭的市場。但是在高同質性的網站競爭環境中，要如何能夠脫穎而出，經由研究得知，網站品質及滿意度是最主要的因素。因此本文針定此一主題，以線上旅遊服務中的Booking.com訂房網站為研究對象，探究網站品質及滿意度。論文首先針對Booking.com訂房網站的內容做一說明，其次根據實際的狀態提出相關的問卷問項，利用問卷調查的方式發出問卷。取得之數據，再利用軟性計算方式中的灰色結構模型的方式進行資料分析，得出各個問項之間相關權重及相互之間的階層關係，作為往後經營策略的參考。

關鍵字

網站品質；滿意度； Booking.com ；問卷調查；灰色結構模型

並列摘要

Due to the computer advancement and internet development has transformed the traveling model. Group touring has been gradually replaced by free traveling. According to the national statistics, most people have over the past three years tended to plan and organize their own domestic tours. They refer to booking websites for relevant information and price comparison. Various online traveling services have arisen to meet market needs. Keen competition arises, accordingly. It is important therefore, for businesses to bring out their best to have a market share. Website quality and satisfaction are considered to be the most important affecting factors. Booking.com, an online hotel room booking site, serves as the research subject. Questionnaire survey, which includes related items, is conducted for data gathering. The collected data, which are analyzed in terms of the grey structure modeling, yield item weight, ranking and hierarchical relations. The paper can be referred to by future related research and businesses.