臺灣地區航空公司對旅行社B2B網站功能與使用情形之研究

Functions and Uses of Taiwanese Airline B2B Websites on the Travel Agencies

趙清成(Chin-Cheng Chao) ； 陳永賓(Yung-Pin Chen) ； 陳景義(Jing-Yi Chen)

《航運季刊》 24卷1期 (2015/03) Pp. 1-26

摘要

近年來各航空公司針對旅行社之業務需求，開發專屬B2B網路平台，提供電子商務查詢與交易等功能。本研究主要探討旅行社對臺灣地區航空公司B2B網站之使用現況，提供航空公司網站功能未來改善之參考。首先，參考過去文獻及彙整臺灣地區航空公司B2B網站功能，並對全臺旅行社進行問卷調查，透過敘述性統計分析，瞭解網站各類功能之重要性、滿意度及使用頻率之關係，提供航空公司網站功能改善之優先順序。其次，藉由因素分析萃取出衡量網站功能之構面，再以變異數分析探討各類型旅行社及其從業人員，對目前航空公司網站各類功能之使用情形是否有顯著差異。研究結果顯示，旅行社對航空公司B2B網站功能之滿意度與使用頻率有顯著正相關；而不同型態之旅行社及不同從業人員對網站各類功能之重要性及使用頻率則有部分具顯著差異。另本研究進一步對各類功能做比較分析，並提出相關改善建議，讓航空公司與旅行社間之作業與交易更為便捷。

關鍵字

航空公司 ； 旅行社 ； 電子商務 ； B2B網站

並列摘要

In recent years, airlines have developed business-to-business (B2B) web platforms specifically for direct business needs of travel agencies, providing the e-commerce functions of inquiry and trade. This study investigates the current travel agency usage of the B2B websites established by airlines in Taiwan and analyzes how the functions of these websites can be improved in the future. First, the functions of the B2B websites established by airlines in Taiwan are summarized. Questionnaires are administered to travel agents in Taiwan and descriptive statistical analysis is processed to understand the degree of importance of the various functions in these websites and the relationship between customer satisfaction and their usage frequency. Thus, the priority of improving the functions of airline websites is ranked. Next, factor analysis is used to extract dimensions for evaluating the functions of the websites. Analysis of variance is then used to investigate if any significant discrepancy exists in the use of airline website functions among various types of travel agencies and their employees. The results indicate there is a significant positive correlation between the degree of travel agencies, satisfaction with airlines, B2B websites and the frequency of the website they use. Different types of travel agencies and their employees have partially but significant perception differences on the degree of importance on various website functions, and they also have different website usage frequencies. This study finally provides related suggestions on how to improve these websites, making operation and trade between airlines and travel agencies faster and more convenient.

並列關鍵字

Airlines ； Travel agencies ； E-commerce ； B2B websites