網路的普及與電子商務的成功,造就線上購買旅遊相關服務與產品的風氣為之盛行。利用旅遊網站上所提供的資訊,消費者可在沒有時間與空間的壓力下,輕鬆地規劃旅遊行程與價格比較。 本研究主要以DeLone and McLean (2003) 所提出的資訊系統成功模式 (Information system success model),衡量旅遊網站的資訊系統品質 (Information system quality),是否對顧客所感受的知覺價值 (Perceived value) 、關係品質 (Relationship quality) 及持續使用意圖 (Continuance intention) 有顯著影響,並以250位具有購買或使用旅遊網站經驗的消費者做為本研究之實證分析樣本。另外,透過兩階段之結構方程模式分析 (Confirmatory Factor Analysis與Structural Model Analysis) 探討整體理論模式的影響效果。 本研究發現:(1) 消費者與旅遊業者之間的關係品質對旅遊網站之持續使用意圖成正向關係;(2) 知覺價值對關係品質與持續使用意圖具有顯著影響;(3) 資訊系統品質對知覺價值、關係品質與持續使用意圖皆成顯著且正向影響。最後,根據本研究之實證分析結果,提供目前學術研究者與e化服務之經營者,在建構與推展e化旅遊服務系統時之建議與參考。
The success of electronic commerce has made flourishing development of purchasing travel service or product via Internet. Moreover, the trends of Internet technologies continue as e-service are increasingly implemented in customer-firm interactions. Through the information of travel website, consumers can plan the trip without considering time and space. This study proposes a conceptual model regarding the formation of relationship quality and continuance intention in the e-service context of tourism by considering information system quality, perceived value as exogenous variables. The research model evaluated using web-based survey data collected from more than 250 users about their perceptions of e-service. We applied Structural Equation Model (SEM) to demonstrate the stability of the proposed model and the results of hypotheses testing. This study followed the two-step procedure proposed developing an effective measurement model with confirmatory factor analysis and then analyzing the structural model. The results show that information system quality and perceived value have significantly influence on continuance intention through the mediation of relationship quality, consisting of satisfaction and trust. Finally, the managerial implications of this study to researchers and practitioners are discussed.