探討網際網路對旅遊產品之經驗性屬性、搜尋與購買行為之影響

A Study on the Impact of Internet on the Experience Attributes of Tourism and Hospitality Products, and the Search and Purchase Behavior of Consumers

旅遊產品一般被視為經驗財，本研究探索網際網路對經驗財－－搜尋財分類準則應用在旅遊產品的影響。結果顯示網際網路的出現使得旅遊產品可能成為搜尋財；然而，網際網路對不同旅遊產品的影響程度不一，取決於各個旅遊產品的屬性。遊客較少關注的旅遊產品（如當地的交通工具）可能有較低的搜尋屬性內容。較單純的產品（如機票或旅遊保險）可能有更高的搜尋屬性內容。複雜的產品（如住宿或套裝旅遊），且網路上有較少有用資訊則具有較低的搜尋屬性內容。另外，複雜的產品但網路上有較多有用資訊則具有較高的搜尋屬性內容。研究結果也顯示網際網路讓消費者更容易在網路上購買旅遊產品。

Tourism and hospitality products are often considered to be experience goods. This paper investigated the impact of Internet on the applicability of search/experience classification paradigm to a spectrum of tourism and hospitality products. Results revealed that these products can be viewed as search goods. The impact is non-uniform and depends on the attributes of individual products. Products (such as local transport) may exhibit lower search attribute content if the travelers are less concerned with them. Less complex products (such as air ticket) tend to have higher search attribute content. The search attribute content of complex products depends on the availability of useful online information. The impact also allows information consumers to be more at ease when making purchases online.