顧客線上訂房影響因素研究：基於線上線下電子商務的觀點

隨著線上到線上電子商務模式的發展，許多旅館業者透過與網路旅行社（OnlineTravel Agency, OTA）合作開啟線上和線下銷售通路，顧客先透過OTA預訂旅館，然後入住旅館。然而，先前的研究集中於線下到線上通路的關係，而不是線上到線下通路。因此本研究從O2O（Online to Offline）觀點整合資訊系統成功模型和理性行為理論建立研究模型，透過222問卷資料與結構方程模型驗證所提出的九條研究假說，研究結果顯示：網站品質和服務品質正向影響顧客對OTA滿意度，進而影響其預訂旅館意圖；認知聲譽和認知規模正向影響顧客對OTA信任，進而影響滿意度和預訂旅館意圖；最終預訂旅館意圖會影響到入住旅館意圖。本研究發現為旅館業者和OTA提供多通路整合上的建議，有利於吸引顧客預訂和入住旅館。

With the development of the online-to-online commerce, more and more hoteliers are opening online and offline sales channels by cooperating with Online Travel Agencies (OTA). Customers first book the hotel through OTAs and then visit the hotel. However, previous research has focused on the relationship of offline to online channels, rather than online to offline channels. From the perspective of O2O (Online to Offline) commerce, this study integrates information systems success model and theory of reasoned action to develop a research model. We collected 222 data and conducted structural equation modeling to verify the nine research hypotheses. The research results show that website quality and service quality positively influence satisfaction, which in turn affects the intention to book a hotel. Perceived reputation and perceived size positively influence trust, which in turn affects satisfaction and the intention to book a hotel. Finally, the intention to book a hotel positively influences the intention to visit a hotel. The findings provide suggestions for multi-channel integration between hoteliers and OTAs, and help attract customers to book and visit hotels.