An Investigation of Web Features in Different Web Adoption Levels for E-Travel Agencies: A Content Analysis Approach

以內容分析法探討旅遊網站在不同發展階段之網站功能特性

本研究之目的為瞭解台灣旅遊網站的經營特性，並驗證旅遊網站的功能特性在不同發展階段（包括：起始階段、擴展階段、定型階段、與成熟階段）之差異。首先採用內容分析法分析台灣旅遊網站的內容，深入剖析在不同電子化發展階段中，旅遊網站的經營現況與重現的網站功能特性，進一步的資料分析則利用多變量變異數分析（Multivariate Analysis of Variance, MANOVA）與Tukey事後檢定進行統計分析，主要的研究結果顯示，不同電子化發展階段的台灣旅遊網站，在提供公司對外溝通訊息、線上交易機制、與客戶互動和客製化服務等網站功能構面有統計上的顯著差異。最後，本研究依據內容分析與統計實證的結果，對推動與建置旅遊網站的經營業者及未來之研究者提出建議，期能對未來旅遊業規劃更成熟電子化發展藍圖有所助益。

The purpose of this study is to understand Web practices of electronic travel agencies (e-travel agencies) and to examine statistical differences in Web features among the four Web adoption levels (such as initiation, propagation, formalization, and maturity). Data was collected through content analysis of Web sites in the Taiwanese e-travel agencies. An analysis of Web features among the four Web adoption levels provides useful insights. Moreover, results of one-way MANOVA with Tukey post-hoc testing indicate that dimensions of Web features (such as firm information, online transactions, and customer service) are significantly different across Web adoption levels. This study is an empirical study to systematically analyze the Web features on the evolution of e-travel agencies. It demonstrates great potential for further e-travel agencies developments. Based on the research findings, implications and limitations are then discussed for future possible research.