知覺風險對線上訂房意願之影響

The Influences of Perceived Risks on Online Accommodation Reservation

葉曉慈(Yeh, Hsiao-Tzu)

指導教授 ： 謝文欽

共同指導教授 ： 蘇國垚(Patrick Su)

國立高雄餐旅大學/餐旅學院/餐旅管理研究所/碩士(2008年)

https://doi.org/10.6825/NKUHT.2008.00014

摘要

美國線上訂房市場將持續加溫,可望從2003年的7%成長至2005年的20%（Sain，2004）。然而，國人使用線上訂房比率從2005年的2.8%僅上升到2006年的3.7%（觀光局，2006），影響國人使用線上訂房之因素很多，本研究以消費者在線上訂房過程中可能會面臨的知覺風險作探討。
本研究透過網路發放問卷，共回收264份有效問卷，透過變異數分析瞭解個人特質、使用行為對線上訂房知覺風險是否有顯著差異。透過迴歸分析瞭解財務風險、產品績效風險、時間風險（Time Risk）、隱私風險、安全風險對線上訂房整體風險、使用意願是否有影響。
研究發現：居住地區、線上購物、平均上網頻率、旅遊習性、訂房管道與訂房動機對線上訂房知覺風險有顯著差異。影響消費者線上訂房整體風險為安全風險、財務風險與時間風險，影響消費者線上訂房使用意願為整體風險、時間風險與隱私風險。

關鍵字

線上訂房 ； 知覺風險 ； 使用意願

並列摘要

The market for Online Accommodation Reservation in America could keep stimulating and the growth rate could promisingly increase from 7% in 2003 to 20% in 2005 (Sain, 2004). However, the growth rate of Online Accommodation Reservation in Taiwan from 2005 to 2006 merely rose from 2.8% to 3.7% (Tourism Bureau, Rep. of China, 2006). Lots of elements have a great effect on consumers’ inclination toward Online Accommodation Reservation, but the study may focus much on the possible Perceived Risk during the proceeding process of the Online Accommodation Reservation.
This study posted questionnaires via the Net and received 264 pieces of effective ones. The researcher used the method of ANOVA to find out whether or not consumers’ personal characters and usage might make a significant difference on the Perceived Risk of online accommodation reservation. Besides, Regression Analysis was employed by the researcher to figure out if the Financial Risk, Product Performance Risk, Time Risk, Privacy Risk and Security Risk might affect the Integrated Risk and the Inclination of Usage about the Online Accommodate Reservation.
The findings of this study are that the dwelling region, online shopping, the average online habits, the traveling habits, the channel of hotel reservation and the motivation of reservation have a significant relationship with the Online Accommodate Reservation. The influence of the Integrated Risk on consumers’ Online Accommodation Reservation is Security Risk, Financial Risk and Time Risk and the influence of the Inclination of Usage on consumers’ Online Accommodation Reservation is the Integrated Risk, Time Risk and Privacy Risk.

並列關鍵字

Online Accommodation Reservation ； Perceived Risk ； Inclination of Usage

參考文獻

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