以期望確認理論探討背包客對旅遊網站之持續使用意

An Empirical Study of Backpackers’ Continuing Usage Intention of Travel Website: Based on Expectation - Confirmation Theory

在全球化激烈的競爭市場中，隨著外在環境的變化、以及顧客的需求多樣性，企業愈來愈重視市場導向。為了獲得及整合有關的市場知識，除了透過在企業內部跨組織整合，也透過外部跨組織整合，與外部合作、跨組織等方式來整合相關的知識資源。本研究主要關注外部跨組織整合，探討其與主動式市場導向、回應式市場導向及新產品發展績效之關係。以中華徵信所「2006 年台灣地區大型企業TOP 5000 排名」中的2,611 家製造業為研究母體進行抽樣調查，共發放518 份問卷，有效回收100 份問卷，以AMOS 進行資料分析。研究結果發現外部跨組織整合能有助於提昇主動式市場導向與回應式市場導向；此外主動式市場導向正向影響新產品發展績效，回應式市場導向則無顯著性。且外部跨組織整合會經由主動式市場導向提升新產品發展績效，但無法經由回應式市場導向提升新產品發展績效。

In this study, a research is conducted on backpackers’ continuing use in travel websites based on Expectation Confirmation Theory (ECT). Efforts are made to generalize factors that influence continuing use behavior through the literature review on the topic of websites´ characteristics, information technology adoption, and Information systems success. So far, there hasn’t been any research in ECT investigating continuing use in subjects of backpackers. Therefore, we extended the variables of ECT to better explain the continuing use of travel websites under different context. This research subjects were mainly focused on backpackers in Taiwan who used to travel domestically or internationally on their own rather than traveling through the arrangement of travel agency. Data analysis is conducted via LISREL statistical analysis, with 251 valid questionnaires returned. This study concludes five main results with using travel websites, including: (1) Perceived quality (information quality, system quality and service quality) of travel websites has a positive impact on the expectation confirmation. (2) Expectation confirmation has a positive effect on the extent of perceived use characteristics (perceived usefulness, perceived ease of use) of travel websites and use satisfaction. (3) Perceived use characteristics of travel websites have a positive impact on the use satisfaction. (4) Perceived use characteristics of travel websites have not a positive impact on continuing usage intention. Finally, use satisfaction of travel websites has a positive significance on continuing usage intention. On the whole, most of hypotheses were supported. Implications are also provided.