知覺價值對旅遊網站黏著度與網路口碑之影響

The Influences of Perceived Value on Travel Website Stickiness and Online Word-of-Mouth

旅遊網站以便利的操作介面、豐富的圖文資訊、客製化的行程安排與不定時的優惠方案，成為現代人從事休閒旅遊前的資訊首選與重要購買來源之一。知覺價值受社會化與時間內化影響，形成顧客對資訊處理與行為模式的關鍵態度。顧客在資訊科技的協助下，面對眾多的旅遊網站與網路資訊，將有更多的選擇及比較價格的機會。旅遊網站需營造出顧客認同的知覺價值，才能在競爭劇烈的時代維持優勢。本研究以具有旅遊網站使用經驗的消費者為問卷對象，透過結構方程模式（structure equation modeling; SEM）解析知覺價值、顧客滿意度、信任、承諾、黏著度與網路口碑的關係。研究結果發現：1.知覺價值對顧客滿意度與信任有顯著正向影響；2.顧客滿意度對信任、承諾、黏著度與網路口碑有顯著正向影響；3.承諾對網路口碑有顯著正向影響；4.知覺價值對承諾無顯著正向影響；5.信任對承諾無顯著正向影響；6.承諾對黏著度無顯著正向影響。

Travel websites become an important source of purchase and selection information for leisure travelers. Customers’ perceived value by socialization and internalization shapes individual attitudes into behavior patterns. Customers have more chances to choose brands and compare prices through information and communication technology. Travel websites need to create perceived value that customers can recognize easily in order to maintain competitive advantage. This study surveyed the consumers who have experiences to use travel websites. Structure equation modeling (SEM) is used to examine the correlations among perceived value, customer satisfaction, trust, commitment, stickiness, and online word-of-mouth. The results show that: 1. perceived value positively affects customer satisfaction and trust; 2. customer satisfaction positively affects trust, commitment, stickiness, and online word-of-mouth; 3. commitment positively affects online word-of-mouth; 4. perceived value doesn’t positively affect commitment; 5. trust doesn’t positively affect commitment; 6. commitment doesn’t positively affect stickiness.