- 學位論文
大學生與碩士生對訂房網站之品牌形象、品牌價格及互動性滿意度之研究
The Research of Booking Websites on Brand Image, Brand Price and Interaction in University Students and Master on Satisfaction
摘要
隨著線上旅遊市場日漸興起，如今的旅遊市場顛覆傳統的交易模式，透過網路訂房已成為必然的趨勢，用不同型態結合線上線下資源， 使得創新商業模式興起並進入市場，在眾多訂房網站的平台中,其中如:X、Y、Z等網路平台成功的進入台灣市場,而這些訂房網站總能為消費者提供個人化的服務,十分受到台灣大學生族群的歡迎。本次調查主要想要了解大學生對於三大訂房平台的使用率,並針對三家訂房網站在品牌形象、品牌價格、互動性之滿意度做分析。本研究以便利抽樣法進行電子問卷填答，時間從民國111年03月初至111年04中，為期約一個半月。總共蒐集206份，扣除無效問卷4份，回收202份有效問卷，其中有使用過訂房網站並完成訂房的人占 126份未使用過訂房網站的占76份。研究結果發現 (一)對於大學生而言，不會因為性別、年級不同及是否有打工，而產生對網站的品牌形象、品牌價格、互動性不同的滿意度差異。(二)對於碩士生而言，年紀及收入相較大學生，在品牌價格決定住宿上面及互動性能迅速回覆需求有產生顯著差異(三)三大平台的品牌形象唯獨在”形象良好的名聲”有顯著差異 (四) 三大網站在品牌價格唯獨”品牌價格能負擔”及”最低價住到飯店”上有顯著差異 (五) 三大網站在互動性上唯獨在”意見回覆機會”及”容易去到想去的頁面”上有顯著差異。綜合以上本研究可以看出線上訂房網站對於大學生而言是一個使用的趨勢，品牌形象的良好名聲、互動性的意見回覆及容易去到想去的頁面，會影響消費者對於訂房網站的滿意度，經營者可以根據同業在經營網站上有的優勢當作借鏡，如方便性、提供客製化的服務、更好的介面操作等等，達到創新及提升自身網站的品質。
並列摘要
With the increasing rise of the online travel market, today's travel market subverts the traditional transaction model,and booking rooms through the Internet has become an inevitable trend. The combination of online and offline resources in different forms has led to the rise of innovative business models and entered the Taiwan market, among the platforms of many booking websites, such as: X, Y, Z, and other online platforms have successfully entered the Taiwan market, and these booking websites can always provide consumers with personalized services, which is very important. It is popular among the college students in Taiwan.this research mainly wants to know the browsing and usage rates of the three platforms by college students, and to analyze the satisfaction among the three booking websites in terms of brand image, brand price, and interactivity.In this study,the convenience sampling method was used to fill in the electronic questionnaire, and the period was from the beginning of March, 111 to the middle of April, 111, for about one and a half months. A total of 206 questionnaires were collected, 4 invalid questionnaires were deducted, and 202 valid questionnaires were recovered. Among them, those who had used the booking website and completed the booking accounted for 126 and 76 had never used the booking website.The results of the study found that 1.There is no different satisfaction with the interaction of brand image and price in gender.2.Whether you work part- time or not will not have different satisfaction with the three websites. 3. Income will not make any difference in brand image, nor will there be any difference in brand price, nor will there be any significant difference in interactivity.4. Most of the commonly used websites have no significant effect on the brand image, but there is a significant difference in the good image and reputation. The satisfaction score of Booking is higher than that of Y.5.Research shows that there is a difference between X and Y and Hotel.com when it comes to replying to superiors and going to the page you want to go. X has a higher satisfaction rate than the other two.Conclusions: Based on the above research, it can be seen that online booking websites are a trend for college students. The good reputation of the brand image, interactive feedback and easy access to the desired page will affect consumers' satisfaction with the booking website.Suggestions: operators can use the advantages of their peers in operating websites as a mirror, such as convenience, providing customized services, better interface operations, etc., to achieve innovation and improve the quality of their own websites.