迎戰電商時代：旅館網站使用者線上購買意圖影響因素之研究

A Study on Online Purchase Intention of Hotel Website User Facing E-commerce Time

全球觀光旅遊的風潮，帶動了現今台灣觀光旅館產業的興盛與成長。在資訊科技發展引領之下，根據資策會國內電子商務近況調查，台灣的旅館網站無論是住宿、餐飲、健身或美容方面皆已擁有大量使用者，可見旅館網站與人們之日常生活已經產生密切之關係，也顯示網路行銷所帶來的無限商機。基於此優勢，旅館業者透過電子商務行銷產品與服務為刻不容緩之重要議題。旅館網站的功能與設計能刺激線上瀏覽者之購買意圖嗎？在全球e化的時代，旅館網站與電子商務整合的平台已成為必然趨勢。本研究以網路使用者觀點來探討旅館網站的資訊品質、視覺美感以及知覺易用性對線上購買意圖之影響。以台灣地區使用網路訂房之消費者為研究對象進行實證研究，藉以了解旅館網站邁向電子商務領域的相關策略。期盼將研究結果提供旅館經營者建置網站時之參考及未來研究者延伸探討之依據。

The prosperity and growth of Taiwan tourist hotel industry were led by the trend of global tourism. According to the latest census by MIC, the users of hotels website were increased widely no matter the aspects of accommodation, food and beverage, health and beauty since the progress of the development of information technology. It revealed that not only people's daily life has been a close linking with it, but also it brings about many potential business opportunities. Hotel operators take this advantage to develop the e-commerce websites, which has become an important issue at this moment. Whether the design and function of hotel websites can stimulate online consumers’ purchasing intention? This study focused on the impacts of hotel website information quality, visual aesthetics and perceived user friendliness to the online purchasing intention. The object of the research is the internet users. This study attempts to understand the related strategies about hotels website towards the field of e-commerce. The finding is expected to provide the hotel operators and the future researchers for reference and further studies.