旅館線上訂房的內容績效與流量績效探討

The purpose of this study is to analysis the content performance and flow performance of 10 Internet platform based booking websites and 10 travel agencies based booking websites by using Data Envelopment Analysis (DEA) and comparison between foreign website and Taiwan website. We also adopt regression model to investigate whether the information system success factor and information flow analysis factor affect content performance and flow performance. Research results show that the content performance exceeds flow performance among booking websites/agencies. Moreover, the content performance of Internet platform based online hotel booking websites/agencies exceeds that travel agencies based online hotel booking websites/agencies. However, the flow performance of travel agencies based online hotel booking websites/agencies exceeds that of Internet platform based online hotel booking websites/agencies. Operation-typed reasons of content performance are more critical in implementing online hotel booking websites than those that are compliance-related of flow performance. The empirical results can offer the online hotel booking website to improve their operation performance in the competitive environment. 本研究的目的是利用資料包絡分析法（DEA）進行國外網站與台灣網站的績效比較，分析10個網路平台基礎的旅館訂房網站，和10個旅行社代理基礎的旅館訂房網站，的內容績效和流量績效。我們採用迴歸模型來研究資訊系統成功因素和資訊流量分析因素，如何影響其內容績效和流量績效。研究結果顯示，訂房網站的內容績效大於流量績效。此外，網路平台基礎在線上訂房網站的內容績效亦高於旅行社代理基礎線上訂房內容績效。然而，旅行社代理基礎在線上訂房網站的流量績效則超過網路平台基礎在線上訂房網站的流量績效。因此，在管理線上訂房網站時，內容績效的操作導向原因較諸流量績效的相關順從規範原因，來得更為關鍵。此一實證結果可以提供在線上旅館訂房網站，以改進它們在競爭環境中的經營績效。