結合網站設計品質、設計特性與購物價值觀點探討旅遊網站消費者之購買意願

Effects of the Travel Website Design Quality, Design Characteristics, and Shopping Value on Online Consumer Purchase Intention

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。本研究結合網站設計品質、設計特性與購物價值觀點，並以滿意度及信任作為串連的基礎，探討其對旅遊網站消費者購買意願之影響。本研究使用網路問卷調查，對象為曾有上網瀏覽使用旅遊網站或交易之民眾，共收集573份樣本，進行結構方程模式分析。研究結果顯示消費者所知覺的旅遊網站設計品質正向影響消費者信任，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正向影響消費者滿意度，而消費者滿意度及信任亦正向影響消費者購買意願。

Travel websites promote the quality of life and provide convenience for consumers by online travel products and services. Online purchasing advantages help cultivate more business opportunities in competitive environment. This study investigates effects of design factors regarding travel websites design quality, travel website design characteristics, and travel website shopping value on consumer trust, satisfaction, and purchase intention. An online survey was used on a sample of 573 participants who had experiences of travel website shopping or web surfing. Furthermore, structural equation models (SEM) are used to examine hypotheses within the theoretical framework. Analytical results indicate that consumer perceived quality of design substantially influence consumer trust. Website design quality, design characteristics, and shopping value positively influence consumer satisfaction. Furthermore, consumer satisfaction and trust positively influence consumer purchase intention.