線上線下酒店訂房影響因素之探討

本文主要以G酒店住房顧客為研究對象，探討G酒店往來顧客選擇線上線下預訂之考量因素。本研究採用立意抽樣之方式抽取樣本，總計發放350份問卷，回收樣本300份，扣除無效樣本34份後，有效樣本266份，有效樣本回收率為88.7%。透過敘述性統計、信度分析、T檢定與變異數分析、相關性分析、羅吉斯迴歸分析、及卡方分析，其主要研究結果如下： 1.影響G酒店顧客採用線上預訂的主要考量因素「廣泛的選擇、可靠的訂房服務、訂房流程的速度與隱私的保護程度。 2.不同性別在「最低價格」、「訂房便利性」、「折扣額度」、「訂房流程速度」的知覺重要性程度上呈顯著差異。 3.G酒店顧客年齡在45歲以下者偏好線上預訂酒店，46歲以上者則偏好線下預訂酒店。 4.月收入在3萬-未滿10萬元者偏好線上預訂酒店，未滿3萬元或10 萬元以上的受訪者則偏好線下預訂酒店。 5.大學(學院)學歷、全職工作者的的受訪者偏好線上預訂酒店。 6.度假旅遊的受訪者偏好線上預訂酒店，商務行為(會議洽公)或紀念日者則偏好線下預訂酒店。建議G酒店能精準選擇目標客群，強化線上線下訂房整合，並完整建構顧客關係管理數據資料庫進行精準行銷，進而提升顧客回流率與營收。

關鍵字

線上線下；酒店預訂；立意抽樣

並列摘要

The purpose of this thesis is to analysis on the influencing factors of online verse offline hotel reservation of the G hotel customers. The sampling method adopted within this research is purposive sampling. Total 350 questionnaires were distributed and 300 copies returned. After removing the 34 invalid samples, there were 266 valid questionnaires remained so the effective response rate was 88.7%. Through descriptive statistics, reliability analysis, T test and one-way ANOVA, correlation analysis, Logistic regression analysis, and Chi-square analysis, the main results of the study are presented as the following: 1.The main considerations affecting G hotel customers' online bookings are "wide choice, reliable booking service, and the speed and privacy of the booking process." 2.There is a significant difference in the perceived importance of "lowest price", "convenience of booking", "discount amount", and "speed of reservation" among different sexes. 3.G hotel customers under the age of 45 prefer to book hotels online, 46 years old prefer offline booking hotels. 4.According to the questionnaire, the monthly income is between 30,000 and less than 100,000 dollars, who prefer to book hotels online, otherwise, the monthly income are less than 30,000 dollars more than 100,000 dollars, who prefer to book hotels offline. 5.Respondents with university (college) qualifications and full-time authors prefer to book hotels online. 6.Tourists prefer to book hotels online. Business activities (for conferences) or anniversaries prefer to book hotels offline. The suggestions for G Hotel could accurately select the target customers, strengthen the online and offline booking integration, and complete the establishment of customer relationship management data database for accurate marketing, thereby improving customer return rate and revenue.