城際客運旅客對網路訂購票網站內容知覺重要性之研究

Intercity Travelers' Perceptions of the Importance of E-ticketing Web Site Contents

呂錦隆(Jin-Long Lu) ； 周宏彥(Hong-Yen Chou)

《立德學報》 6卷2期 (2009/06) Pp. 43-64

https://doi.org/10.7080/JLU.200906.0043

摘要

過去以探討消費者對網站服務內容之需求研究並不多，絕多數研究皆以分析網站服務品質爲主題，但了解消費者所需要的網站內容，應在分析網站服務品質之前。本研究即在探討旅客對城際客運訂購票網站內容之知覺重要性，藉此了解旅客心目中所需要的訂購票網站服務內容。經過分析，本研究共萃取得六個網站內容構面因素；其中，旅客之重要性認知最高者爲「購票作業內容」及「旅遊資訊內容」等兩項構面；知覺重要性較低者爲「公司資訊」與「最新訊息及工作資訊」。另外，依六個網站內容構面，可將旅客區隔爲三類族群，分別是對所有網站內容知覺重要性均較低之「一般偏好型」旅客;對所有網站內容皆重視之「全面注重型」旅客；以及僅重視少數基礎網站內容之「注重基礎內容型」旅客；而不同背景旅客對於訂購票網站服務內容之重要性認知亦皆有顯著差異。本研究建議城際客運網路訂購票業者（網站）應瞭解不同族群旅客之人口統計特性及需求，建構完整的訂購票網站服務內容，以利發展電子商務通路行銷策略。

關鍵字

訂購票網站 ； 網站服務內容 ； 知覺重要性 ； 城際客運旅客

並列摘要

This study explored intercity travelers' perceptions of the importance of the service contents of e-ticketing websites to analyze what should be provided to meet travelers' needs. Through analysis, six factors were extracted; ”Ticketing Operation” and ”Tourism Information” were the most important service factors perceived by travelers. On the other hand, ”Company Information” and ”Latest News/Job Information” were the least important service factors. In addition, the travelers could also be categorized into three groups according to the six factors; they were ”General needs travelers”, who placed little importance on any service contents, ”All needs travelers”, who considered all contents important; and ”Basic needs travelers”, who only considered the basic website contents to be important factors. The travelers' perceptions of the importance of e-ticketing website service contents were also significantly different among various backgrounds of travelers. This study suggests that the e-ticketing website operators should understand the needs of various travelers regarding the website service contents, so that e-ticketing websites can be fully constructed, and the e-channel strategies can be developed.

並列關鍵字

E-ticketing Website ； Website Service Contents ； Importance Perceptions ； Intercity Travelers