民宿業者的資訊完整度對不同消費者類型的消費決策之影響

近年休閒旅遊的觀念日益受到重視，國民旅遊已成為國人生活重要之部分；民眾也逐漸享受自然的休閒方式，由自家經營的民宿提供了消費者有別於旅館的住宿選擇，滿足消費者體驗與親近大自然之期望，已然成為國人在旅遊時重要考量的住宿地點，但有別於一般飯店在政府相關法規機制上有完善的規範，且民宿在財力與人力上也較為不足，在網路資訊完整度上少於飯店許多，除此之外市面上的大型旅遊平台少有民宿資訊，使得遊客在選擇民宿為住宿地點時，易感受較高之風險程度，因此本研究欲探討民眾在選擇住宿民宿時對網路資訊完整與否所知覺到的風險對購買意願之影響關係，且針對獲取資訊程度不同的消費者會有什麼樣的差異。並針對南投縣埔里鎮桃米地區紙教堂遊客，進行觀看3個虛擬網站的網路問卷方式調查，有效問卷共計103份，並以迴歸分析方法探討不同類型遊客對民宿知覺風險與購買意願之間的關係，t檢定了解遊客對不同資訊完整度不同的網站在知覺風險上的差異，經由分析結果發現，遊客對民宿之知覺風險與購買意願關係之影響會顯著影響遊客對民宿之購買意願；且不同完整度的網站資訊對於遊客本身搜尋資訊程度的不同也會產生不同的知覺風險高低之差，因此，本研究建議應加強民宿本身在網路資訊的完整度，且對於不同類型的消費者可以提供不同資訊的內容，使遊客增強對民宿的消費意願。

關鍵字

資訊完整度；知覺風險；消費者意願；資訊搜尋程度；經驗感知程度

並列摘要

Recently, the concept of leisure and travel got attention toTaiwanses and national tourism has become an important issue. Home-run B&Bs offer consumers differ service from hotel service to meet the consumer experience with close to expectations of nature. However, most B&Bs lack adequent IT capability to offer Internet related service.. Moerver, many online tourist websites do not provide B&B reservation service, making visitors feel a high degree of risk to choose B&B accommodation. This study investigated the relationship between information completeness proviced by B&B and the risk perception of comsumers. We also investigated the moderating effects of different consumers type on the relationship.Puli Township, Nantou County, and for the regional paper Taomi church visitors were used for the context of website design and traverlers for experiment. Tourists were asked to finish questionnaire survey after viewing three virtual network site. A total of 103 valid questionnaires were collected. The results show the consumers’ perceived risk is affected by the completeness of information provided by B&B websites and the extent of effecting is affected by the consumer’s information seeking orientation.Finally, this study suggests that B&B itself should provide more complete information for reducing consumers’ perceived risk.