ANP-SIPA 應用於網站服務品質構面評估——以休閒農場為例

Website Service Quality Dimensions Assessment for Leisure Farm Industry Using ANP-SIPA

近年來台灣觀光產業規模不斷擴增拓展，隨著環境意識的普及、保護區管理觀念的重視以及消費市場的轉變，一種有別於傳統旅遊的休閒農場生態旅遊逐漸受到重視。以休閒農場業為例，網際網路已被視為資訊傳遞、訊息溝通、線上訂房的最佳管道，而網站品質的好壞也直接影響客戶滿意度和購買意向。在如此競爭的環境中，企業如何以其獨到之網際網路商業模式，提供比競爭者更好的服務品質給顧客，為本研究主要探討之課題。本研究主要在應用ANP-SIPA 於休閒農場網站品質的評估，作為休閒農場網站設計策略方向的參考。文中以台灣北部地區兩大休閒農場為例，以網站外觀、內容、溝通、產品及連結構面等評估構面，運用ANP 多準則決策技法以評估構面與準則間的相對權重，再以SIPA 技法根據重要度與受評休閒農場的績效，進而評估其優劣勢與應該採取的可行策略。本研究提供休閒農場經營者嶄新的網站績效評估工具，可作為現代電子商務營銷方式的比較分析，並進一步建議可供有關單位的後續研究方向。

The progress of Internet technology causes a great impact on the operation mode of various industries. The leisure farm website has been regarded as the medium of information transfer, message communication, online booking, and so on. The quality of website plays an important role in customer satisfaction and purchase intent. This research proposes a solution that integrates ANP-SIPA with website quality theory for not only facilitating the task of website quality assessment but also performing informed advice to the leisure farm industry. ANP is used as multiple criteria decision making technique to assess the relative weight between facets, while SIPA is used to assess its strengths and weaknesses of the alternatives. This study can be used as a comparative analysis of modern e-commerce marketing strategy and decision-making.