兩岸消費者選擇訂房網站關鍵因素研究

現今人們旅遊的方式越來越多元化，背包客以及自助旅行成為越來越多人所選擇的旅遊方式，在台灣和大陸地區，很多線上旅遊服務商(OTA, Online Travel Agent)，也因此迅速崛起（例如：易遊網、攜程、Agoda、Booking. com等），並紛紛以低房價、多樣化選擇、累積積分免費兌換住宿等特色，來吸引消費者使用線上訂房網站。本研究希望能瞭解顧客選擇線上訂房網站之關鍵因素，以協助OTA業者，能設計並建構出滿足消費者需求的訂房網站。本研究首先進行文獻探討，建立具5個構面以及19項關鍵因素之AHP層級架構。接著進行問卷調查，並依問卷結果將構面及因素加以排序和分析。研究結果顯示，影響台灣消費者選擇線上訂房網站，最重要構面為「產品」；而前4個重要關鍵因素依序為「訂房價格」、「真實性」、「產品對比」和「多樣化」。而影響大陸消費者選擇線上訂房網站，最重要構面也是「產品」；而前4個重要關鍵因素依序為「訂房價格」、「取消成本」、「會員回饋」和「互動性」。最後，本研究提出相關建議，希望可以為台灣和大陸地區政府相關單位及OTA業者，在制定政策以及建構網站時，提供有用的參考，以提高消費者的使用意願。

關鍵字

線上旅遊服務商； OTA ；關鍵因素；層級分析法

並列摘要

Nowadays, people travel in more diversified ways. Travel options like backpacking and self-help travelling are becoming more and more popular. In both Taiwan and Mainland China, many local and foreign OTA (Online Travel Agent) companies have developed rapidly and now face fierce competition due to the wide selection of OTAs (e.g. Ctrip, ezTravel, Agoda, Booking.com) available. Many OTAs offer low reservation price, various hotel products and bonus point collection to incentivize consumers to use their websites for making reservations. This study aims to understand what the factors impacting cross-strait consumers' selection of OTAs are. Using an AHP framework of five dimensions and 19 factors that affect consumers' selection of OTAs, we find that for Taiwanese consumers, the most important dimension is product, and the four most important factors are reservation price, authenticity, product comparison, and diversity. As for mainland consumers, the most important dimension is also product. The four most important factors are found to be reservation price, withdraw fee, member benefits, and interactivity. Finally, based on the results of this study, we offer a few suggestions for governments and OTAs across the straits. We hope these recommendations can assist governments in more effective policy-making and help OTAs enhance their attractiveness to customers, through the better understanding of consumer needs.