網路商店線上瀏覽態度對線上購買行為影響之研究－以網站旅遊服務商品為例

The Study on the Impact of Online Browsing Attitude in E-TAIL to Online Purchase Behavior-Online Travel Services as Example

陳詩雅(Shih-Ya Chen) ； 楊玉奇(Yu-Chi Yang)

《休閒事業研究》 8卷4期 (2010/12) Pp. 149-166

https://doi.org/10.6746/LIR.201012_8(4).0009

摘要

消費者在網路電子商店中購買旅遊服務商品的現象已很普遍，近年來已累積相當高的消費金額。本研究目的為探討消費者使用網路商店購買旅遊服務產品時，線上瀏覽行為對採購行為的影響；綜合諸多相關文獻和實證結果後，提出「網路商店瀏覽」模式，使用結構方程模式(Structural Equation Model, SEM)進行分析。研究發現消費者的旅遊商品線上購買行為存在瀏覽和採購兩階段模式，消費者的線上瀏覽態度與意向亦會對其瀏覽與採購行為產生影響。其中，個人對線上瀏覽的資訊安全性體認影響效果最小，知覺瀏覽容易對線上瀏覽態度的影響最大。旅遊服務網路業者應提供多樣性商品服務，加強對瀏覽者的管理，且注意網頁導覽及功能使用的簡便性，可促進消費者的購買行為。

關鍵字

線上瀏覽 ； 線上採購 ； 電子商務 ； 旅遊服務商品

並列摘要

Recent years the phenomenon of consumer purchasing travel services commodity in E-Tail is very popular and has accumulated a fairly large of consuming amount. The purpose of this study is discussing how the consumer purchasing behavior will be influenced by online browsing behavior when they purchase the travel service commodity in E-Tail. According to study lots of related reports and questionnaire from E-Tail customers we hereby submit the ”E-Tail Browsing Model” and we use SEM to analyze it. We found out that consumer behavior of online browsing did influence their purchasing decision, the influence on personal awareness of browsing security is smallest and on the perceived ease of browsing is biggest. According to our conclusions, E-tail should provide more navigation and functions be more simple and easy to use, these should be motivate consumer's purchasing.

並列關鍵字

Online browsing ； Online purchasing ； Electronic commerce ； Travel service commodity