應用刺激理論建構訂房網站行為模式之研究

Application of Stimulus Theoretical Framework to Investigate Consumers' Internet Booking Behavior

線上訂房提供消費者簡易、便利的訂房服務，著實成為重要的議題。本研究以刺激理論為架構，從訂房網站設計與訂房網站安全性對於線上訂房使用傾向進行探討，以瞭解消費者在訂房網站行為之模式。採網路問卷進行調查，運用描述性統計、信效度分析、Pearson積差相關分析以及多元迴歸進行分析與討論。結果發現，以刺激理論探討訂房行為模式適配性良好，各構念間彼此有直接與間接之影響關係，且具有顯著相關。知覺易用性對線上訂房使用傾向影響力最大，訂房網站設計與認知有用性次之，訂房網站安全性居於末位，且訂房網站設計與安全性交互作用時，反而對線上訂房使用傾向具有負面的影響力。最後依據研究結果與結論，對業者與未來研究者提供實務上可參考的建議。 Online travel agencies provides convenience and convenience reservation service to consumers has become an important issue. This research uses the stimulus theoretical framework as the framework to explore the design and security of reservation website to investigate the modle of behavior in the booking website. A questionnaire survey was conducted using a network questionnaire. The descriptive statistics, reliability and validity analysis, Pearson's correlation analysis and multiple regression analysis were used for analysis and discussion. The results show that it is a good match to explore the behavioral model base on the stimulus theoretical framework, and each construct has direct and indirect influences on each other, and there is a significant correlation between the constructs. Percieved ease of use has the greatest influence on the online booking use tendency. The design and percieved usefulness of the reservation website is second. The security of the reservation website is at the bottom, and the interaction between the reservation website design and the security has negative influence to the intention to use reservation website. Finally, based on the research results and conclusions, provide practical advice for the practitioners and future researchers.