台灣旅遊網站之顧客知覺品質與行爲意向關係之研究－以顧客整體滿意爲中介變項

The Effects of Perceived Quality and Consumer' Behavioral Intention to Taiwan' Travel Website-Consumer Satisfaction as the Mediator

郭仲偉(Chung-Wei Kuo) ； 湯美玲(Mei-Ling Tang)

《休閒產業管理學刊》 4卷2期 (2011/08) Pp. 37-56

https://doi.org/10.6213/JLRIM.2011.4(2)3

摘要

近年來網際網路應用普及化，在各大旅行社紛紛成立旅遊網站同時，有效經營管理旅遊網站，是業者所期望了解的。本研究以旅遊網站品質爲基礎，利用路徑分析建構出以顧客整體滿意爲中介歷程的模式，用以探討服務品質與顧客行爲意向之關係。結果顯示，不同社經特性之顧客對於旅遊網站系統之知覺品質存在部分差異性；而顧客對於旅遊網站之知覺品質與旅遊網站之整體滿意、行爲意向有顯著正向關係，其中「網站系統安全與流暢」與「網站附屬功能」是兩項重要的旅遊網站品質。此外，研究亦指出顧客對於旅遊網站之知覺品質與其行爲意向關係會顯著受到顧客對於旅遊網站滿意度之中介變項影響，顯示顧客整體滿意在顧客知覺品質與行爲意向間扮演相當重要角色。研究結果期望可提供旅遊業者在經營管理時之參考依據。

關鍵字

中介變項 ； 行爲意向 ； 知覺品質 ； 旅遊網站 ； 路徑分析

並列摘要

As the techniques of Internet mature, new marketing channels/strategies to promote travel products have been developed in response to this electronic commerce. Since the service is intangible, how to develop marketing strategies to increase purchase intentions is an important issue for the managers in marketing online their travel products. Three constraints: information of travel websites, system of travel websites, and service quality has been widely evaluated as key factors to influence the quality of travel websites. Therefore, the purpose of this study was to investigate the relationship between service quality of Taiwan travel websites and behavioral intention for consumers who purchased their travel products on-line. The path analysis was conducted to investigate the effects of perceived quality and behavioral intention under mediator of consumer satisfaction. The main findings of this study that the demographic variables including (education level、monthly income and average weekly frequency of on-line) partially effect service perception regarding the system of the travel websites. The path analysis indicates that the service quality appears to have the positively significant effect on behavioral intentions. Service quality influences consumer satisfaction in two paths: the path of perceived security-consumer satisfaction-behavioral intentions and the path of subsidiary functions-consumer satisfaction-behavioral intentions. Consumer satisfaction finds to have an indirect rather than a direct effect on behavioral intention as moderated by perceived quality. It implies that unless leading to the increase in perceived quality (i.e. security and subsidiary functions); consumer satisfaction is not guaranteed to lead to behavioral intention. For the practical side, travel managers should consider how to improve these services based on findings of statistic results.

並列關鍵字

Mediated Variable ； Behavioral Intention ； Perceived Quality ； Travel Website ； Path analysis

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