旅遊網站資訊對網路消費行為之研究

A Study of Travel Website Information on Online Consumer Behavior

現今社會隨著網路資訊的發達，消費者透過網路搜尋旅遊資訊規劃旅程的比率也快速上升，甚至於透過網路購買旅遊商品的比率也大幅提高了。本研究主要在探討旅遊網站資訊對網路消費者的期待與表現差異程度，以提供網站資訊架設者獲得改進的方向。研究對象以臺灣地區使用過旅遊網站消費之民眾為主，問卷參考e-SERVQUAL量表設計27題問項，採網路便利抽樣問卷調查方式進行，共回收251份問卷，有效問卷237 份。資料分析採用敘述性統計及重要度－－ 表現分析法（Importance-Performance Analysis，簡稱IPA），研究結果顯示，第一象限繼續保持區（Keep up the Good Work）有12項，第二象限供給過度區（Possible Overkill）有3項，第三象限次要改善區（Low Priority）有9項，第四象限加強改善焦點區（Concentrate Here）有3項。個別問項則以「透過這個網站交易或搜尋旅遊相關商品、票卷，可以得到較優惠的價格」、「要與這個網站聯絡很容易」、「當我遇到問題，這個網站會真誠的幫我解決」為需優先改善的項目。 With the development of Internet information in today’s society. The rate of consumers planning travel through Internet searches for travel information has also risen rapidly. Even the rate of buying travel goods through the Internet has increased dramatically. The purpose of this study is to investigate the degree of difference in the expectations and performance of travel website information for online consumers. To provide website information installers with improved directions. Subjects were based on people who used travel sites in Taiwan. Questionnaire reference e-SERVQUAL scale design 27 questions. Adopt a convenient online sampling survey. A total of 251 questionnaires were recovered.237 valid questionnaires. Data analysis adopts narrative statistics and Importance-Performance Analysis (IPA).Research shows: There are 12 items in the first quadrant (Keep up the Good Work area).There are 3 items in the second quadrant (Possible Overkill).There are 9 items in the third quadrant (Low Priority area).There are 3 items in the fourth quadrant(Concentrate Here).For individual issue of 'You can get more favorable prices by trading through this website or searching for travel-related products and tickets', 'It's easy to contact this site', 'When I have a problem, this website will help me solve it Sincerely. 'For projects that need priority improvement.

With the development of Internet information in today’s society. The rate of consumers planning travel through Internet searches for travel information has also risen rapidly. Even the rate of buying travel goods through the Internet has increased dramatically. The purpose of this study is to investigate the degree of difference in the expectations and performance of travel website information for online consumers. To provide website information installers with improved directions. Subjects were based on people who used travel sites in Taiwan. Questionnaire reference e-SERVQUAL scale design 27 questions. Adopt a convenient online sampling survey. A total of 251 questionnaires were recovered.237 valid questionnaires. Data analysis adopts narrative statistics and Importance-Performance Analysis (IPA).Research shows: There are 12 items in the first quadrant (Keep up the Good Work area).There are 3 items in the second quadrant (Possible Overkill).There are 9 items in the third quadrant (Low Priority area).There are 3 items in the fourth quadrant(Concentrate Here).For individual issue of 'You can get more favorable prices by trading through this website or searching for travel-related products and tickets', 'It's easy to contact this site', 'When I have a problem, this website will help me solve it Sincerely. 'For projects that need priority improvement.