探討國際觀光旅館網站美學吸引力對線上預訂意圖之影響：電子信任之中介效果

由於2019年新冠肺炎（COVID-19）大流行衝擊全球企業及觀光產業，本研究提出數位行銷相關策略檢視線上消費者行為，期盼研究結果對觀光旅館業有所貢獻。本文主要是從數位行銷之旅館網站美學吸引力、導覽易用性及資訊功能性等因素為主軸，評估本國國際觀光旅館網站之設計特性，是否顯著影響線上消費者預訂意圖。本實證研究採用AMOS進行驗證性因素分析（CFA）衡量個別模型。並以結構方程模型（SEM）評估整體模型。以便利抽樣方式進行網路問卷調查，有效問卷數為313份。研究結果顯示，網站的美學吸引力對線上預訂意圖之直接影響顯著，電子信任對導覽易用性及資訊功能性兩變數與線上預訂意圖之間具有完全中介效果。根據研究結果提出學術理論貢獻與管理意涵。

關鍵字

美學吸引力；導覽易用性；資訊功能性；電子信任；線上預訂意圖

並列摘要

Due to the pandemic of the New Coronary Pneumonia (COVID-19) impacted the global enterprises and tourism industry seriously, thus, the digital marketing strategies are proposed to examine the online consumers' behaviors. It is expected that the research results will be helpful to the revival of the hotel industry. This article mainly evaluates the characteristics of the domestic international tourist hotels' websites design from some points of view of aesthetic attractiveness, navigation usability and information functionality to find out whether those factors are significantly affect online consumers' booking intention. This research was conducted by quantitative empirical approach. Firstly, AMOS 20.0 is used for confirmatory factor analysis (CFA) to measure individual models. Secondly, the structural equation model (SEM) is used for evaluating the fitness of the overall model. A convenient sampling method was adopted to proceed online questionnaire surveys. The number of valid questionnaires was 313. The research results show that the direct effect of hotel website aesthetic attractiveness on online booking intentions is significant, and e-trust has a full intervening effect between navigation usability as well as information functionality and online booking intention. According to the above research results, the theoretical contributions and managerial implications are proposed.

並列關鍵字

Aesthetic attractiveness ； Navigation usability ； Information functionality ； E-trust ； Online booking intention

參考文獻

Bonson Ponte, E., Carvajal-Trujillo, E., & Escobar-Rodríguez, T. (2015). Influence of trust and perceived value on the intention to purchase travel online: Integrating the effects of assurance on trust antecedents. Tourism Management, 47, 286-302. http://dx.doi.org /10.1016/j.tourman.2014.10.009.

Kim, M.-J., Chung, N., & Lee, C.-K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management,32(2), 256-265. http://dx.doi.org/10.1016/j.tourman.2010.01.011.

Wang, L., Law, R., Hung, K., & Guillet, B. D. (2014b). Scale development of perceived eTrust in the hotel industry: The perspective of Internet users. IJHM 43, 35-46, http://dx.doi.org/10.1016/j.ijhm.2014.08.005.

Zahedi, F. M. (2009). Song, Jaeki2 Do web sites change customers’ beliefs. A Study of Prior-posterior Beliefs in e-commerce, 46(2), 125-137.

Google Scholar

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

Google Scholar

國際替代計量

探討國際觀光旅館網站美學吸引力對線上預訂意圖之影響：電子信任之中介效果

全文下載

主題瀏覽