探討臺灣民宿網站品質對消費者的住宿之影響

The Exploration of the Impact of Taiwan’s Bed and Breakfast Website Qualities on Consumers Staying Intention

由於國內旅遊逐漸成長，民眾的住宿需求增加，因而刺激民宿產業的興起。民宿業者為招攬更多的潛在顧客，開始建立專屬的民宿網站，因此好的網站品質就顯得非常重要。本研究將整合科技接受模式、資訊系統成功模式、與實施意圖理論，其中將網站品質分為資訊品質、系統品質、與服務品質，進而探討網站的各種品質是如何影響網站瀏覽者的知覺信念、信任與滿意度、與瀏覽和住宿意圖。本研究數據是經由網路問卷蒐集，總共回收有效樣本數為420份，使用PLS統計方法的來檢測所建構的研究模式。最後，本研究發現知覺信念、信任與滿意度，以及意圖所主張的研究假說，除了知覺易用和系統品質對知覺趣味、資訊品質對知覺易用不顯著之外，其他均獲得支持。

There has been an increasing of the domestic tourism which drives the development of Taiwan's bed and breakfast (B&B) industry. In order to attract more potential customers, B&B owners have begun to build their B&B websites. Yet, many of the owners have not realized the importance of how the websites can help for administering their B&B businesses. Therefore, the websites nowadays seem not able to exert their significance in increasing tourists intention to stay. Based on technology acceptance model, IS success model, and theory of implementation intentions, this study intends to explore the website qualities, which includes information quality, system quality, and service quality, the perceived beliefs, trust and satisfaction to see their influence on consumers' two kinds of intentions (intention to stay and re-browsing intention). An online survey is conducted to those subjects who have experienced in browsing B&B websites before. A total returned data resulting is 420 valid samples. The results showed that the hypotheses for those perceived beliefs, trust, and satisfaction are all significant in influencing both the customers’ intention to stay and re-browsing intention; except the relationship between perceived ease of use and playfulness.