由於網際網路的普及以及全球化競爭的激烈挑戰下,網際網路的興起帶動了各式網站紛紛開設,網路電子商務已經成為傳統行銷通路以外另一個新興通路,其全年無休、成本低廉、以全球為市場的優勢,更可以滿足消費者的需求,使得電子商務成為未來商業發展的主流。旅遊網站提供者藉由網站提供符合消費者需求的旅遊產品或服務,提昇消費者的生活品質與便利性,以期在競爭激烈的環境中開拓更多的商機,進而強化本身的競爭優勢。 本研究希望能藉由旅遊網站的設計因素,研究相關旅遊網站設計品質、旅遊網站設計特性以及旅遊網站購物價值、信任、滿意度及購買意願等理論為基礎,發展研究架構,並以滿意度及信任作為串連的基礎,建立旅遊網站設計品質、旅遊網站設計特性以及旅遊網站購物價值等促進消費者信任及滿意度進而提昇其購買意願。研究結果顯示旅遊網站設計品質顯著影響消費者信任;旅遊網站設計品質、旅遊網站設計特性及旅遊網站購物價值顯著影響消費者滿意度;滿意度顯著影響信任,而整體消費者滿意度及信任影響消費者購買意願。
As a result of the popularization of internet and severe global competition, the rise of internet facilitates the opening of website and therefore electronic commerce has become a new business channel, in addition to traditional ways of marketing. The year round non-stop service, low cost, and global market reach which meet consumer demand have made electronic commerce the mainstream for future business development. Travel website which provides consumer travel products and services trough websites have elevated the quality of life and convenience for consumers. It also strengthens its competitive advantage to cultivate more business opportunities in a competitive environment. This research looks through the design factors of travel website to study relevant literature on travel websites design quality, travel website design characteristics, travel website shopping value, trust, satisfaction, and purchase intention. Based on those theories, this research uses satisfaction and trust as a foundation to establish the design quality of travel website, the design characteristics of travel website, and the shopping value of travel website to promote consumer trust and satisfaction that is geared to purchase intention. The results show that the quality of design substantially affects consumer trust; the design quality, design characteristics, and shopping value substantially affect consumer satisfaction; consumer satisfaction substantially affects, and the overall consumer satisfaction and trust affect consumer purchase intention.
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