- 學位論文
網紅代言對旅宿業官網服務品質影響消費者購買意願之研究
Consumer’s Purchase Intention on Hotel Website Service Quality under Internet Celebrities Endorsement Impact
摘要
在電子商務的浪潮之下，透過網路進行品牌經營及交易的商務模式不斷的發展，旅宿業者拜資訊科技進步所賜提升服務消費者的效率，而官網建置就變成一個重要的議題，本研究為深入瞭解官方網站服務品質的影響因素，希望據此研究結果，能讓旅宿業者將官網做有效率的建置。 結合近年來發展迅速的網紅代言行銷模式，本研究深入探討消費者所重視的網站服務品質構面及官網有無網紅代言對購買意願之關聯性研究，以瞭解若將網紅推薦資訊融入進旅宿業者自營之官網，是否能影響消費者提升購買意願，進而討探有無網紅之網站服務品質各構面之變化。 本研究採用實驗法，以模擬有無網紅代言之網站進行設計，以上透過問卷調查法線上隨機抽樣的形式來蒐集資料。本研究結果發現「行銷資訊品質」、「外觀與視覺吸引力」與「聯絡與回應」、「金流功能」對於「整體服務品質」有顯著正向相關，而網站「整體服務品質」對於「購買意願」有正面的影響，網站有無「網紅代言」對「購買意願」無顯著影響。期望本研究之結論能作為未來旅宿業者建立官方網站及行銷方案之評估依據。
並列摘要
Nowadays, the business model of branding popularize and online transaction has been constantly improving under the massive tendency of e-commerce. The efficiency to serving customer of travel hotel industry has significant growth by the improvement of information technology. Therefore, building its own official website has become a momentous issue. This research made an intensive survey and delve into the influence to the service quality of official website. Look forward the research result would be helpful to hotel proprietor more efficiency while creating their official website. Combining the marketing model which has a rapid development in recent years: Internet celebrity endorsement. This research delves into the relation between customer purchase intention and website service quality, further to the endorsement of internet celebrity. To understand whether the internet celebrity recommendations been published on the page of hotel’s own official website might increase positive effect to customer’s purchase intention, and further look into the variation between whether the website has endorsement of internet celebrity or not. This research shows that ‘marketing information quality’, ‘appearance and visual appeal’, ‘contact and respond’, ‘payment function’, have direct correlation to integrated service quality. In conclusion, the integrated service quality of the website has direct correlation of customer’s purchase intention; and unrelated to customer’s purchase intention weather the website is endorsed by internet celebrity. Hope the result of this research and be the evaluation basis to the hotel proprietor building official website and marketing proposal in the future.