旅館業與OTA多通路銷售促進顧客再購意願－結合交易成本理論、理性行為理論之觀點

The Study on the Hotels and the OTA Channel Selling to Promote the Customer Repurchase Intention: Integrating Transaction Cost Theory and Rational Behavior Theory

楊清淼(Qing-Miao Yang) ； 許秉瑜(Ping-Yu Hsu) ； 張育瑋(Yu-Wei Chang)

《電子商務學報》 24卷1期 (2022/06) Pp. 79-110

https://doi.org/10.6188/JEB.202206_24(1).0004

摘要

顧客忠誠度和重複購買是企業永續生存和成功關鍵因素，因此，顧客再購意願對旅館業與網路旅行社（Online Travel Agency）甚為重要。過去旅館業與OTA相關研究甚少探討顧客再購意願，且很少同時將旅館業與OTA通路合在一研究模型中。本研究結合交易成本理論、理性行為理論、知覺價值與信任為理論基礎，探討旅館業與OTA的多通路銷售模型中促進顧客再購意願之因素。研究對象為中國攜程網訂房之顧客，回收有效問卷245份。運用結構方程模型進行假說驗證。結果發現，分別實證影響在OTA通路與旅館通路再購意願的因素，且指出OTA再購意願正向影響旅館再購意願。本研究於調查影響旅館業與OTA訂房再購意願因素有進一步的理論發展，同時也為旅館業與OTA業在促銷上提供實質建議。

關鍵字

再購意願 ； 交易成本理論 ； 理性行為理論 ； OTA（Online Travel Agency，網路旅行社）

並列摘要

Customer loyalty and repeat purchase are the critical factors for enterprises' sustainable survival; therefore, customer repurchase intention is very important for of the hotel industry and Online Travel Agencies (OTA). Previous studies have focused on customer purchase intention toward the hotel industry or OTAs rather than repurchase intention. In addition, few studies have simultaneously investigated the relationship between the hotel industry and OTA in a research model. Based on the transaction cost theory, the theory of reasoned action, perceived value and trust, our research model was developed to examine customer repurchase intention toward the hotel industry and OTAs. By collecting 245 data from Ctrip.com, we used structural equation modeling to test the eight hypotheses. According to our findings, uncertainty and asset specificity have significant effects on switching costs. Perceived value and trust are positively related to satisfaction. Switching costs and satisfaction are positively related to repurchase intention toward OTAs. Repurchase intention toward OTA and satisfaction are positively related to repurchase intention toward the hotel industry. This research advances the theoretical development on the repurchase factors affecting the hotel industry and OTAs. Finally, this study provides practical suggestions for the hotel industry and OTAs.

並列關鍵字

Repurchase intention ； transaction cost theory ； theory of reasoned action ； OTA

參考文獻

余宗龍（2014）。建構職棒球賽再次購票觀賞的行為意願模式：以涉入程度為區隔變數。大專體育學刊，16（2），151-166。

徐純慧、王董文（2011）。轉換成本之內涵及其對顧客忠誠的影響－以線上購物平台為例。行銷評論，8（3），295-314。

陳建文、李有仁、嚴秀茹、鄭江宇（2008）。消費者使用購物網站之行為模式。資訊管理學報，15（3），1-27。

陳禹辰、尚榮安、簡嘉信（2008）。網路消費者再購意圖之研究：轉換成本觀點之分析。電子商務學報，10（2），465-490。

廖雅函、鄭溫暖（2010）。以心理與情緒轉換成本探究再購意願－以游泳用具消費者為例。臺灣體育運動管理學報，10（2），23-45。