傳統旅行業單純交易導向的角色與地位,已因為網際網路的發展與網上交易的日趨頻繁,而被迫改變。現今旅行業者應該深思如何重新分配資訊科技資料到關鍵性的旅遊電子商務領域,並利用電子商務系統來與下游客戶緊密連結,加強網站功能與內容,提供消費者一個良好的旅遊資訊平台及附加價值高的旅遊商品,以達到較好的績效優勢。本研究將以電子商務導向旅遊網站為研究主體,試圖了解台灣地區消費者對電子商務導向旅遊網站的資訊表現型態認知及其影響做分析,藉由問卷調查的方式實行卡方檢定、單因子變異數分析,Spearman和Kendall等級相關檢驗,最後本研究將根據研究分析之結果提供建議,針對縮短業者與下游消費者間之認知差距提出一系列之建議,也提供旅遊業者做為電子商務網站建構模式之參考。
In light of the development of the Internet and the increasing people who are accustomed to e-traveling recently, the tourism industries are forced to transform its role and position of existing e-commerce strategies. Nowadays, the tourism industries should figure out how to interconnect to the downstream customers with e-commerce. In order to achieve further benefit, they should provide an excellent tourism information service platform with easy-to-use interface, useful travel information and value-added travel packages by arranging e-source to the potential customers. The study is focus on the tourism websites based on the e-traveling orientation and in an attempt to analyze Taiwanese customers' cognition and influence of online information presentation by the results of the questionnaire survey, which were conducted by chi-square test, one-way ANOVA, Spearman and Kendall. According to the analysis, I provide series of suggestions of how to minimize the cognitions between tourism industries and downstream customers. Also, I hope the result of survey could serve as the references and frameworks to the tourism industries who would like to build up an e-traveling website.