旅遊網站商品分類方式對購物體驗之影響

網際網路的快速發展及方便使得旅客開始在旅遊網站上購買相關產品，因此許多學者以不同的理論探討旅遊網站的購物行為，但較少研究以網頁資訊呈現的商品分類觀點來探討旅客在旅遊網站的購物體驗，故本研究目的在探討旅遊網站資訊呈現的商品分類方式對旅客購物體驗之影響。本次研究以三個實驗設計進行分析，實驗一的分析結果顯示互補性分類方式對旅客有較高的吸引力，但旅客體驗到的知覺努力程度也較高。實驗二中檢驗專家知識的調節效果，分析結果顯示替代性分類對於專家有較高吸引力，而互補性分類則對新手有較高吸引力，再者對專家而言替代性分類的知覺努力較低，但對新手則是互補性分類的知覺努力程度較低。根據實驗三的分析結果可知在高時間壓力下，替代性分類具有較高吸引力且較低的知覺努力，在低時間壓力下互補性分類對旅客的知覺吸引力較高，但在知覺努力部分，旅客對於兩種分類方式沒有顯著差異。本次研究結果可以提供業者經營旅遊網站的管理建議，並提供學者後續的研究方向。

As the development of Internet, passengers begin to purchase merchandises on travel website. Although researchers have explored this issue from different theories, little is about how travel agents should design their websites from the product assortment perspective. The purpose of this study is to understand passengers’purchase experience for travel website assortment. Three experimental studies were used to investigate the effect of product assortment on the purchase experience (Study 1), and the moderating roles of consumer knowledge (Study 2) and time pressure (Study 3). According to the research results in Study 1, complementary-based assortment is more attractiveness to passengers while they make an arduous effort to realize the content of product information. In Study 2, the results show that substitute-based assortment is perceived as more attractive to experts. But the complementary-based assortment is more appealing to novices. Moreover, experts have a lower perceived effort for substitute-based assortment while novices feel easier to understand complementary-based assortment information. The results of Study 3 indicate that substitute-based assortment is perceived as more attractiveness and less effort to passengers in high time pressure situation. Furthermore, passengers have a higher perceived attractiveness for complementary-based assortment in low time pressure situation. However, considering passengers’perceived effort, there is no significant different between the two assortment types in low time pressure situation. Our findings can provide managerial implications for travel website, and future research opportunities for researchers