知覺風險及網路評價對消費者使用訂房網站意願之研究

Research on Perceived Risk and Online Evaluation on Consumers' Willingness to Use Booking Websites

陳芷昀(Chih-Yun Chen)

指導教授 ： 吳有龍

義守大學/智慧科技學院/資訊管理學系/碩士(2021年)

摘要

電子商務的興起，逐漸的改變大眾消費行為，消費者能快速藉由網路評價了解產品內容與知識，但由於無法實際接觸商品，電子商務依然存在許多風險。基於網際網路的技術為網路評價及知覺風險創造了大量的機會，這種現象會影響網路飯店業者，因為這種易於取得的資訊可能會極大地影響網路消費的決策。本研究的目的是探討知覺風險及網路評價對消費者做出訂房意願之影響。主要採用知覺風險及網路評價來研究影響訂房網站消費者的訂房意願。本研究從社群媒體中收集的樣本進行問卷發，有效受訪者共有297人，並具有網路預訂酒店住宿的經驗，並利用問卷所收集到的資料利用SPSS 25進行分析。
驗證結論如下:一、在台灣的網路訂房網站中，消費者的使用意願會因為知覺風險而有顯著影響。二、在台灣的網路訂房網站中，網路評價會對消費者的使用意願有顯著的影響。後續研究建議: 一、可以增加統計網路評價的系統，並透過與業者合作，將最真實的消費者評價真實呈現，不在會有惡意負評等情事發生，影響評價的公正性。二、各大線上訂房網站應持續努力於提昇品質與服務，以增進消費者的滿意度、信任度及對該線上訂房網站的忠誠度，網路評價效益才可發揮最大作用。三、面對負面評價切勿存在得過且過的心態，應該正面的去發現以及解決問題。

關鍵字

知覺風險 ； 網路評價 ； 訂房網站 ； 訂房意願

並列摘要

The rise of e-commerce has gradually changed the behavior of general public consumption. Consumers can quickly understand the content and knowledge of products through online evaluation. However, due to the lack of actual contact with goods, there are still many risks in e-commerce. Internet based technology creates a lot of opportunities for internet evaluation and perceived risk. This phenomenon will affect online restaurant operators, because the easily available information may greatly affect the decision-making of online consumption. The purpose of this study is to explore the impact of perceived risk and online evaluation on consumers' willingness to make a reservation. The main purpose of this paper is to study the influence of perceived risk and internet evaluation on the willingness of the consumers of booking websites. In this study, a total of 297 valid respondents were selected from the samples collected from social media, and they had the experience of online hotel reservation. The data collected by the questionnaire were analyzed by SPSS 25.
The conclusions are as follows: first, in Taiwan's online booking websites, consumers' willingness to use will be significantly affected by perceived risk. Second, in Taiwan's online booking websites, online evaluation has a significant impact on consumers' willingness to use. The follow-up research suggests: first, we can increase the statistical network evaluation system, and through cooperation with the industry, we can truly present the most authentic consumer evaluation, so that there will be no malicious negative evaluation, which will affect the fairness of the evaluation. Secondly, all major online booking websites should make continuous efforts to improve the quality and service, so as to enhance consumers' satisfaction, trust and loyalty to the online booking website. Only in this way can the benefits of online evaluation be maximized. Third, in the face of negative evaluation, we should not muddle along. We should find and solve problems positively.

並列關鍵字

Perceived risk ； Network evaluation ； Booking website ； Booking intention

參考文獻

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