電子商務旅遊產品交易滿意度及行為意圖模式之研究

Study on Transaction Satisfaction and Behavioral Intention Model for Travel Products on E-Commerce

10.6267/JTLS.2008.14(1)3

丁誌魰(Chih-Wen Ting)；李長耿(Chang-Keng Lee)；李佳玲(Chia-Ling Lee)

科技接受模型 ； 交易成本 ； 服務品質 ； 滿意度 ； 行為意圖 ； technology acceptance model ； transaction cost analysis ； service quality ； satisfaction ； behavior intention

觀光休閒學報

14卷1期（2008 / 04 / 01）

59 - 81

繁體中文

本研究係探討消費者對電子商務旅遊產品滿意度與行為意圖之最佳模式模型，以曾透過網路購買旅遊產品的消費者為研究對象，為達成此研究目的，蒐集並分析相關文獻以作為本研究之理論架構。採電子郵件問卷調查法並以平均配額抽樣進行發放，有效問卷回收450份。並應用線性結構方程模式比較科技接受構面、交易成本構面、服務品質構面以及整合構面對滿意度與行為意圖之解釋力。 經實證結果發現整合模型之構面對滿意度與行為意圖具有最佳的解釋力，乃是最佳之模型，此為本文之貢獻，期能提供實務界以滿足消費者為出發，建立顧客忠誠度議題之參考依據。

The purpose of this study was to investigate the best model of E-Commerce satisfaction and behavioral intention on the travel products for consumers who purchased the E-Commerce travel products. To achieve the research objective, gathering and analyzing of related documents are going to form the primary structure of this research. A structured questionnaire was designed to collect the empirical data for the study by using equal allocation sampling. A total of 450 effective samples were obtained from the e-mail interview. And using LISREL to compare consumer satisfaction and behavioral intentions with the E-Commerce through constructs prescribed by four established frameworks, namely the technology acceptance model, transaction cost analysis model, service quality model, and integrated model. The results reveal the integrated model is the best model and explained the highest amount of variation in satisfaction and behavioral intention. The result of this study is established consumer's loyalty from satisfying consumers view point that can give researchers some inspirations and references within this field.

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