旅館業與OTA多通路銷售，促進顧客再購意願──結合交易成本理論、理性行為理論之觀點

The Study on the Hotels and the OTA Channel Selling to Promote the Customer Repurchase Intention: Integrating Transaction Cost Theory and Rational Behavior Theory

顧客忠誠度和重複購買是企業永續生存和成功關鍵因素，因此，顧客再購意願對旅館業與網路旅行社（Online Travel Agency）甚為重要。過去旅館業與OTA相關研究甚少探討顧客再購意願，且很少同時將旅館業與OTA通路合在一研究模型中。本研究結合交易成本理論、理性行為理論、知覺價值與信任為理論基礎，探討旅館業與OTA的多通路銷售模型中促進顧客再購意願之因素。研究對象為中國攜程網訂房之顧客，回收有效問卷245份。運用結構方程模型進行假說驗證。結果發現，分別實證影響在OTA通路與旅館通路再購意願的因素，且指出OTA再購意願正向影響旅館再購意願。本研究於調查影響旅館業與OTA訂房再購意願因素有進一步的理論發展，同時也為旅館業與OTA業在促銷上提供實質建議。

Customer loyalty and repeat purchase are the critical factors for enterprises' sustainable survival; therefore, customer repurchase intention is very important for of the hotel industry and Online Travel Agencies (OTA). Previous studies have focused on customer purchase intention toward the hotel industry or OTAs rather than repurchase intention. In addition, few studies have simultaneously investigated the relationship between the hotel industry and OTA in a research model. Based on the transaction cost theory, the theory of reasoned action, perceived value and trust, our research model was developed to examine customer repurchase intention toward the hotel industry and OTAs. By collecting 245 data from Ctrip.com, we used structural equation modeling to test the eight hypotheses. According to our findings, uncertainty and asset specificity have significant effects on switching costs. Perceived value and trust are positively related to satisfaction. Switching costs and satisfaction are positively related to repurchase intention toward OTAs. Repurchase intention toward OTA and satisfaction are positively related to repurchase intention toward the hotel industry. This research advances the theoretical development on the repurchase factors affecting the hotel industry and OTAs. Finally, this study provides practical suggestions for the hotel industry and OTAs.