本研究旨在探討消費者於旅行業線上平台搜尋或購買旅遊產品之行為過程,採用資訊系統成功模式作為本研究主要架構,並加入風險知覺與網路平台價值構面進行探討。以一年內曾經使用過旅行社線上平台之使用者為研究對象,以滾雪球抽樣方式於網路進行問卷發放,共計發放384份,有效回收320份,有效回收率83%。所得資料經描述性統計、驗證性因素分析及結構方程模式等方法進行假設驗證,本研究結果如下:線上旅遊平台使用者以女性、年齡25歲(含)以下、月收入23,000(含)以下元最多;最常使用之平台為雄獅旅行社線上平台;良好的網路平台品質將會提升消費者網路平台價值與滿意度的感受,進而促進消費者後續行為意圖之表現。另外也發現,當風險知覺越高時,消費者滿意度與行為意圖越低。最後,根據研究結果提出相關建議,供旅行業網路平台業者參考。
This study intends to investigate the behavioral process of consumers searching and purchasing tourism products on online travel agency platforms. The Information Systems Success Model was applied as the main framework of this study, and risk perception and network platform value is incorporated for further analysis. The research subjects of this study were users who have used online travel agency platforms within a year, the snowball sampling method was used to distribute surveys online, with a total of 384 surveys distributed, 320 valid surveys, and a 83% valid response rate. Descriptive statistics, confirmatory factor analysis and structural equation modeling methods were applied to the collected data to conduct hypothesis testing. The results of this study are as follows: most users of online tourism platforms are female, age 25 (included) and under, with a monthly income 23,000 (included) and under; the most frequently used platform is Lion Travel Service’s online platform; a good network platform quality will increase consumer network platform value and satisfaction, and will encourage further consumer behavior intention. The study also finds that consumer satisfaction and behavior intention is low when there is a high risk perception. Finally, relative suggestions are provided according to the results of this study as reference for online travel agency platforms.