消費者旅遊網站之相關研究

Study of Tourism Website Consumers -The Application of Information System Success Model

本研究目的以DeLone and McLean資訊系統成功模式為基礎，探討消費者在網路上購買旅遊產品之資訊品質、系統品質、服務品質、滿意度、信任與再購意願之間的影響。本研究是以曾經在網路上向旅行社購買旅遊產品之消費者作為研究母體。依照交通部觀光局2013年5月份統計，臺灣地區(不包含分公司)共為2454間旅行社，本研究採分層立意抽樣法，研究對象乃是針對曾經在網路上向旅行社購買旅遊產品之消費者。本研究回收有效問卷共409份，並以SPSS統計套裝軟體進行資料作統計分析，驗證本研究的研究假說，進而提出本研究的研究結論與貢獻。本研究結果顯示，消費者在網路上購買旅遊產品之資訊品質、系統品質、服務品質、滿意度、信任再購意願之間的影響。研究結論對於消費者在網路上購買旅遊產品有深入了解，並對實務界提出具體的建議。

The purpose of this study was to utilize the DeLoneand McLean Information System Success Model to explore the impacts of information quality;system quality, service quality, and trust on repurchase intention of consumers with tourism service online purchase experience. This study targeted data from 2454 travel agencies (i.e., sub-agencies were excluded) listed by Tourism Bureau in May 2013. Through employing stratified purposive sampling method, a total of 409 valid questionnaires were obtained. SPSS statistical software was employed to analyze data and validate the proposed hypotheses. The results showed that information quality, system quality, service quality, and trust had considerable impacts on repurchase intention of consumers with tourism service online purchase experience. The findings therefore offer sufficient understanding toward consumers with online tourism product purchase and provide online marketers with specific recommendations.