網站服務品質與網站體驗對關係品質及行為意向之影響

The Effects of Web Service Quality and Users' Experience on Relationship Quality and Behavioral Intention

本研究旨在將體驗行銷的內涵融入於網服務中，並試圖探討「網站體驗」與「網站服務品質」、「關係品質」與「行為意向」間之關係。研究以旅遊網站為例，進行實證分析。研究設計分為兩階段，前測部分經由驗證性因素分析確認問卷各量表的題項均與理論適配後，再以網路問卷進行正式施測，並使用結構方程模式進行模式檢定與因果路徑分析。研究結果顯示，「網站服務品質」會產生正向的「網站體驗」與「關係品質」、「網站體驗」亦會對「關係品質」產生正向影響；而「關係品質」則會產生消費者正向的「行為意向」。研究最後根據實證結果提出研究上的發現與管理意涵，並提供後續研究者未來研究方向之相關建議。

The purpose of this research tries to add ”Experiential Marketing” into internet service to explore the relationship among web users' experience, web service quality, relationship quality, and behavioral intention. We use travel websites as our empirical study's examples. The research is divided by two steps: first, we use pre-test and analyze by confirmatory factor analysis to confirm all factors are correspondent with our conceptual framework. Second, after we revise our questionnaires by pre-test results, we use structure equation model to test our proposed hypotheses. The results reveal web service quality has positive effects on both web users' experience and relationship quality; web users experience also has positive effects on relationship quality; and relationship quality has positive effects on behavioral intention. Besides the findings of our empirical study, conclusions and future research suggestions are also provided.