消費者選購網路旅遊商品之評估模式－模糊層級分析法之應用

隨著網際網路的普及，消費者選購網路旅遊商品已成為B2C電子商務的大宗市場。為吸引消費者瀏覽旅遊網站及提高其購買意願，瞭解消費者選購網路旅遊商品所考量的因素及該等因素在消費者心目中的權重是旅遊網站業者在面臨強大競爭旅遊市場之際提升自我競爭力的重要策略之一。本研究目的乃在建構一套消費者選購網路商品的評估模式。本研究首先回顧相關文獻，彙整出消費者選購網路旅遊商品所可能考量的因素，並基於消費者對該等考量因素的重視程度，以因素分析法萃取出四個評估構面，建立二個評估層級的架構。本研究續以模糊層級分析法，計算出每個評估層級中，各個評估準則的權重。研究結果顯示，第一層評估層級的四個主準則中，以安全交易及產品內容較受消費者重視。第二層的十三項次準則中，以線上交易安全、保障客戶個人資料、網站品牌與知名度、售後服務、產品內容、完整旅遊商品資訊等六項較受重視。最後，本研究依據評估準則的重要性排序結果，提出管理建議供旅遊網站業者參考。

關鍵字

旅遊網站；線上購物；模糊層級分析法

並列摘要

As internet becomes more popular, on-line purchase of travel products is a big market of B2C e-commerce. In order to attract consumers to visit the travel websites and increase their purchasing intention, it is an important strategy for the on-line travel agencies to understand the factors that consumers take into consideration when they purchase travel products, and the relative weights of such factors. The purpose of this study is to build an evaluation model applied on the consumer's purchase of on-line travel products. First, the study, based on the literature review, compiled a series of key factors that consumers highly regard and applied factor analysis to divide factors into four evaluation dimensions. A two-tier evaluation model was built as a result. The first tier is composed of 4 evaluation dimensions and the second tier consisted of 13 evaluation criteria. By using fuzzy AHP, the study calculated the weights of each criterion. The results showed that 'transaction safety' and 'product content' are the highest regarded evaluation dimensions by consumers. Among the 13 criteria, 'on-line transaction safety', 'confidentiality of personal information', 'website brand and popularity', 'after-purchase service', 'product content', and 'full product information' are more valued. At last, the study, based on the results, proposed management suggestions for the concerned industry.

並列關鍵字

travel website ； on-line purchasing ； fuzzy analytical hierarchy process

國際替代計量

消費者選購網路旅遊商品之評估模式－模糊層級分析法之應用

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