旅遊網站服務品質評估構面之建立

隨著網路使用者造訪旅遊網站的人數增加，如何衡量此一新興服務提供管道之服務品質深具研究意義。本研究為相關研究之第一階段工作，目的為以滿足網路使用者對服務期望為觀點，建立遊網站服務品質評估構面，並獲得相關之量表題項。針對網站之資訊提供、社群經營、電子商務，以及網站系統功能與服務人員服務為範圍，以服務品質評估構面建立程序，獲得網友下單前所重視之5個因素構面（21個題項）；經由一階驗證性因素分析，各構面與所屬之題項均具有高度相關性，顯示量表具有建構效度；而5 個構面之間亦具有高度相關性。同時，亦獲得網友對電子商務服務所重視之2個評估構面（8個題項）。此外，本研究針對研究結果進行討論，期能對實務工作者有所助益，並對後續研究之工作重點有所說明。

關鍵字

服務品質；評估量表建構；旅遊網站

並列摘要

With a tremendous increasing of Internet users and their visits of travel web sites, how to measure the service quality of the sites becomes a key issue for researchers and practitioners. This paper consists of the preliminary results of the associated research project. The dimensions of service quality of travel web sites, which cover the context of content, communities, commerce, functions as well as personels' services of a web site, have been developed from the perspective of meeting users' expectations. Followed the building process, the five mutually related dimensions with 21 scale items (before purchasing) was identified. These evaluative constructs are mainly representing the needs of e-travelers for travel information acquisition. Meanwhile, the additional 8 items are composed of two factors, which are referred to the customer interactions with travel web site after purchasing. All the research findings serve as the basis on the scale development. The managerial implications and the directions for further studies have been discussed.