石門水庫主題網站資訊品質之研究

Research on information quality of Shimenshan Reservoir website

隨著網際網路的蓬勃發展，旅客透過網路搜尋旅遊資訊規劃旅程的比率快速上升，遊客對網站資訊的服務品質和使用評價，成為改善網站品質，提升經營策略的重要參考依據。本研究主要在探討遊客使用石門水庫主題網站資訊品質，了解遊客對石門水庫網站實際使用的狀況，是否會反映出遊客的滿意度,從而得知石門水庫主題網站資訊的服務品質是否影響其遊客行為的取向，並根據研究結果提出建議，能給予管理石門水庫主題網站者作為改善的依據。本研究問卷設計參考e-SERVQUAL量表，以網站資訊服務品質為主構面，設計出以「效率」、「系統有用性」為子構面的12題問項，採網路便利抽樣問卷調查方式進行，目前共回收131份問卷，有效問卷123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）結果發現：「石門水庫主題網站上能協助我快速地完成我所需要的服務」、「石門水庫主題網站能立即地提供資訊」兩項是待改善的，而「石門水庫主題網站顯示非常地快速」1項則是不用過度重視。

With the rapid development of the Internet, the rate of travellers' searching for travel information through the Internet and planning trips have increased rapidly. The quality of service and tourist rating have become important reference for improving the quality of websites and business strategies. This study mainly explores how the quality of information on the Shimenshan Reservoir website affects the tourist behavior, and understands whether tourists' actual use of Shimenshan Reservoir website will reflect the tourist satisfaction. Based on the result of the study, suggestions can be provided to those who manage the Shimenshan Reservoir website as a basis for improvement. Referring to the e-SERVQUAL scale, the questionaire takes “the service quality of website information” as the main facet, and designs 12 questions with the idea of “efficiency” and “system usefulness” as sub-facet. The survey was conducted with the method of convenience sampling online. A total of 131 questionnaires was collected with 123 valid ones. Descriptive statistics and Importance-Performance Analysis (IPA) were adopted to analyze the data, and the result indicated that “Shimenshan Reservoir website benefits the service in need quickly” and “Shimenshan Reservoir website can provide information promptly” are necessary to be improved, while there's no need to overemphasize on “the webpages of Shimenshan Reservoir website appears quickly”.