網站信任與旅館線上和離線品牌形象對顧客透過第三方訂位網站線上訂房意願影響之研究

The Impact of Website Trust and Hotel Online and Offline Brand Image on Customers’ Online Room Booking Intentions via Third Party Booking Websites

郭蕙心(Hui-Hsin Kuo)

指導教授 ： 劉聰仁

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00024

摘要

以網路為基礎的旅館訂房科技興起，代表現今顧客可透過多元管道（線上和離線）蒐集資訊和訂房。因此，旅館需了解顧客運用何種管道訂房以及影響其訂房的因素。本研究致力於了解網站信任、線上與離線的旅館品牌形象，在顧客面對多元管道交易時，對其透過第三方訂位網站訂房意願的影響。透過因素分析歸納出網站信任、旅館線上與離線品牌形象為主要構面，但只有旅館線上形象在顧客面對多元管道交易時，對其訂房意願有顯著正向影響。研究結果可協助旅館經營者更有效率分配其行銷通路。

關鍵字

網站信任 ； 品牌形象 ； 多元管道 ； 旅館預約 ； 訂房網站

並列摘要

The rise of the internet-based hotel room booking technology presents customers today gathering information and making reservation from multi-channels (online and offline). Therefore, having a better understanding of customers’ accommodation online and offline booking channels and factors affecting their booking intentions is essential for hoteliers. This study aims to understand the impact of website trust and hotels’ online and offline brand image on customers’ booking intentions via third party booking websites when conducting multi-channel transactions. Three dimensions were derived by factor analysis, namely: website trust, online brand image, and offline brand image. The results indicate that only hotels’ online brand image has a positive impact on customers’ online booking intentions, which is the most important factor that influences customers’ booking decisions in a cross-channel transaction. The findings will help hoteliers distribute products more effectively.

並列關鍵字

website trust ； brand image ； multi-channel/cross-channel ； hotel reservation ； booking website

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