影響消費者選擇訂房網站因素之研究-以trivago為例

隨著資訊科技創新，電子商務迅速發展，翻轉旅遊產業的商業模式，旅遊成本不僅下降，加上近幾年自助旅遊風氣興起，因此許多國內外OTA (Online Travel Agent)迅速進入旅遊市場(例如：Expedia、Priceline、Booking.com、agoda、Hotel.com等），並以優惠價格和多元豐富旅遊行程，吸引消費者使用該網站，同時也改變消費者訂房行為。trivago是搜集引擎(Meta-Search)，以旅館產品為主，並結合眾多OTA，提供給消費者以「用最划算的價格，找到最理想的飯店」，並以「找飯店？trivago」的內容行銷廣告方式大量在電視或數位網路投放。因此，本研究將探討消費者使用trivago的考量原因為何，trivago的品牌知名度、知覺價格、知覺風險對使用意願及轉換意願之影響。本研究結果顯示（一）「品牌知名度」對「使用意願」有顯著正向關係。（二）「知覺價格」對「使用意願」和「轉換意願」有顯著正向關係。（三）「知覺風險」對「使用意願」有部分顯著負向關係。（四）不論是否有使用過trivago，「知覺價格」對「使用意願」和「轉換意願」有顯著正向關係。　綜合以上，知覺價格為消費者使用與轉換訂房網站最重要影響因素，而品牌知名度為次之，本研究最後再依實證結果討論，提供訂房網站業者實務上建議作為參考，希望業者能提供更完善的訂房服務平台給消費者，同時也吸引更多消費者使用該訂房網站。

關鍵字

品牌知名度；知覺價格；知覺風險；使用意願；轉換意願；訂房網站

並列摘要

With the innovation of information technology and rapid development of E-commerce greatly changes business model of tourism industry. It is not only cost of travel expense lower than before, but also independent travel is becoming increasingly popular. Therefore, OTAs (Online Travel Agencies) enter the tourism market to create more opportunities in online hotel booking, (e.g., Expedia, Priceline, Booking.com, Agoda, Hotel.com). Also, OTAs offer much lower price and diverse tour packages that attract to more consumers. It also changes hotel booking of consumer behavior. trivago is a travel meta search engine focusing on hotels which provides with consumers to find their ideal hotel at the best rate. trivago spends more than any other online travel company on TV marketing such as「Hotel? trivago」advertising and digital marketing. In this research examined the factors of consumer using trivago and effects of brand awareness, perceived price, perceived risk toward consumers' booking intentions and switching intentions. The results show that brand awareness is positively related to use intentions. Perceived price is the critical determinants directly influencing use intentions and switching intentions. The impact of perceived risk on use intentions and switching intentions is not significant. However,the differences between people whether use trivago or not, perceived price is also the critical determinants influencing use intentions and switching intentions. In conclusion, the perceived price is the most important affecting factor toward use intentions and switching intentions, brand awareness takes second. According to the result of research, it offered further discussions and more comprehensive suggestions for practitioners in how to better utilize online hotel booking as a marketing tool to find out the ways of attracting to consumers.