旅遊網站服務品質、消費者滿意度與購買意願之研究

A Study on the Service Quality of Travel Websites, Consumers' Satisfaction and Purchasing Intention

柳婉郁(Wan-Yu Liu) ； 柯羅以(Lo-Yi Ko) ； 詹昀庭(Yun-Ting Zhan) ； 蔡佩芸(Pei-Yun Tsai)

《運動休閒管理學報》 10卷3期 (2013/09) Pp. 15-39

https://doi.org/10.6214/JSRM.1003.002

摘要

隨著網際網路的普及，網路上的行銷手法也越趨多元，而線上旅遊市場日漸蓬勃，一般民眾漸漸樂於上網進行旅遊事務的各項安排。由於消費者較善於應用網際網路來蒐集旅遊資訊，因此網際網路成為旅行業者接觸消費者的理想管道，透過這個管道，不只可以提供消費者旅遊訊息，更可以達成旅行業者品牌行銷、旅遊套裝產品行銷以及折扣促銷的功能；而透過網站或者旅遊新聞報的服務，將更容易接觸到消費者，吸引消費者的注意力。本研究主要探討旅遊網站、使用態度、資訊品質、系統品質、服務品質對滿意度、再購意願、持續使用之影響。本研究採用網路問卷方式，共回收問卷數為415份，問卷有效數為399份，整體回收率為96%，無效問卷為16份。使用分析方式包括信度分析、敘述統計分析、t檢定差異分析、路徑分析與相關分析。結果結果顯示如下：一、受訪者表示「一年國內旅遊次數」平均為2.5次、「每天花在部落格時間」平均為2.4386小時、「每天上網時數」平均為3.2小時、「使用旅遊網站或旅行社網站購買相關旅遊產品的時間」平均為2.1小時和「最近一年購買相關旅遊商品總金額」為8764元。「最常到哪個旅遊網站消費」以易遊網居多，其次是燦星旅遊，「最近一次到哪個旅遊網站消費」以易遊網居多，「最常購買旅遊網站哪個項目」以自由行居多，「過去曾經購買過旅遊網站哪個項目」以自由行居多。二、「平均一年國內旅遊次數」、「每天花在部落格時間」、「購買相關旅遊產品的時間」、「網站系統品質之整體系統品質」、「網站服務品質之瀏覽」、「網站服務品質之設計」、「網站服務品質之保證」等變項均為女性高於男性。三、在「個人平均月收入」、「平均一年國外旅遊次數」、「每天花在部落格時間」、「每天上網時數」、「網站服務品質易接近之看法」、「網站服務品質瀏覽之看法」等變項中有部落格者高於沒有部落格者。四、在所有的影響效果中，以服務品質對滿意度的總效果最大，表示消費者在瀏覽網站時，最重視的是該網站的服務品質，網站的服務品質越好，消費者愈滿意，則直接影響到消費者對網站總體的滿意度。

關鍵字

旅遊網站 ； 網站品質 ； 滿意度 ； 購買意願

並列摘要

With increasing popularity of Internet, the marketing strategies on Internet have become more and more diverse, so that the online travel market has been growing quickly to further to inspire people to be more willing to arrange their tours online. In general, consumers are used to collecting tourism information through the Internet, so the Internet becomes the best channel that travel agencies adopt to interact with consumers. By making use of Internet, the travel agencies not only provide tourism information, but also are able to achieve the functions of brand marketing, travel package marketing, as well as discount promotion. Through the service of websites or travel newsletters, it becomes easier for travel agencies to interface with and attract consumers. In this study, we investigate how travel website, user attitudes, information quality, system quality, and service quality influence satisfaction; repurchase intention, and continuous usage. This study conducts an Internet questionnaire survey, in which 415 questionnaires are distributed in total, while 399 questionnaires are valid, i.e., the total valid rate is 96%. Reliability analysis, descriptive statistical analysis, t-test variance analysis, path analysis, and correlation analysis are conducted in this study. The results are shown as follows. 1. The average number of domestic trips is 2.5; the average time consumed on blogs is 2.4386 hours; the average hours-on-Internet is 3.2 hours; the average time consumed on travel websites and travel-related products is 2.1 hours; the total amount of money spent on travel-related products in the recent one year is NT$ 8,764; the mostly visited website is eztravel.com, followed by startravel.com; the latest website that was visited is eztravel.com; the most frequently purchased item is the flight and hotel package; the item that was ever bought on travel websites is the flight and hotel package. 2. The female perform higher than the male, in items of the average number of domestic trips within one year, daily hours consumed on blog, the time consumed on purchasing travel-related products, the overall quality of website systems, browsing of website service quality, design of website service quality, and guarantee of website service quality. 3. The bloggers perform higher than those without blog websites, in items of average monthly income, average number of travels abroad, daily hours consumed on blog, daily hours consumed on Internet, closely opinion on website service quality, and opinion on browsing of website service quality. 4. Among all factors, the service quality has the most significant influence on satisfaction, meaning that consumers have the most concern about the service quality when browsing the website. The better the service quality is, the more the satisfaction is. Furthermore, it directly affects the consumers’ overall satisfaction with the website.

並列關鍵字

travel websites ； website quality ； satisfaction ； purchase intention

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