台灣旅遊網站之顧客知覺品質與行爲意向關係之研究－以顧客整體滿意爲中介變項

The Effects of Perceived Quality and Consumer' Behavioral Intention to Taiwan' Travel Website-Consumer Satisfaction as the Mediator

10.6213/JLRIM.2011.4(2)3

郭仲偉(Chung-Wei Kuo)；湯美玲(Mei-Ling Tang)

中介變項 ； 行爲意向 ； 知覺品質 ； 旅遊網站 ； 路徑分析 ； Mediated Variable ； Behavioral Intention ； Perceived Quality ； Travel Website ； Path analysis

休閒產業管理學刊

4卷2期（2011 / 08 / 01）

37 - 56

繁體中文

近年來網際網路應用普及化，在各大旅行社紛紛成立旅遊網站同時，有效經營管理旅遊網站，是業者所期望了解的。本研究以旅遊網站品質爲基礎，利用路徑分析建構出以顧客整體滿意爲中介歷程的模式，用以探討服務品質與顧客行爲意向之關係。結果顯示，不同社經特性之顧客對於旅遊網站系統之知覺品質存在部分差異性；而顧客對於旅遊網站之知覺品質與旅遊網站之整體滿意、行爲意向有顯著正向關係，其中「網站系統安全與流暢」與「網站附屬功能」是兩項重要的旅遊網站品質。此外，研究亦指出顧客對於旅遊網站之知覺品質與其行爲意向關係會顯著受到顧客對於旅遊網站滿意度之中介變項影響，顯示顧客整體滿意在顧客知覺品質與行爲意向間扮演相當重要角色。研究結果期望可提供旅遊業者在經營管理時之參考依據。

As the techniques of Internet mature, new marketing channels/strategies to promote travel products have been developed in response to this electronic commerce. Since the service is intangible, how to develop marketing strategies to increase purchase intentions is an important issue for the managers in marketing online their travel products. Three constraints: information of travel websites, system of travel websites, and service quality has been widely evaluated as key factors to influence the quality of travel websites. Therefore, the purpose of this study was to investigate the relationship between service quality of Taiwan travel websites and behavioral intention for consumers who purchased their travel products on-line. The path analysis was conducted to investigate the effects of perceived quality and behavioral intention under mediator of consumer satisfaction. The main findings of this study that the demographic variables including (education level、monthly income and average weekly frequency of on-line) partially effect service perception regarding the system of the travel websites. The path analysis indicates that the service quality appears to have the positively significant effect on behavioral intentions. Service quality influences consumer satisfaction in two paths: the path of perceived security-consumer satisfaction-behavioral intentions and the path of subsidiary functions-consumer satisfaction-behavioral intentions. Consumer satisfaction finds to have an indirect rather than a direct effect on behavioral intention as moderated by perceived quality. It implies that unless leading to the increase in perceived quality (i.e. security and subsidiary functions); consumer satisfaction is not guaranteed to lead to behavioral intention. For the practical side, travel managers should consider how to improve these services based on findings of statistic results.

1. 資策會電子商務應用推廣中心（ 2008 ） 。2010 年7 月15 日， 取自http://www.find.org.tw/find/home.aspx
2. 美國行銷科學協會（2010）。2010 年7 月15 日，取自http://www.msi.org/
3. 創市際市場研究公司（2004）。線上旅遊類型網站觀察－ARO 網路測量研究報告。2010 年2010 年7 月15 日，取自http://www.insightxplorer.com/product/ARO01.html
4. ALEXA（2008）。網站人潮流量。2010 月11 月7 日，取自http://www.alexa.com
5. 創市際市場研究公司（2005）。九成網友愛旅遊，旅行偏好自己來。2010 年10 月12 日，取自http://www.insightxplorer.com/news/news_11_22_05.html
6. Babakus, E.,Bienstock, C. C.,Scotter, J. R. V.(2004).Linking perceived quality and customer satisfaction to store traffic and revenue growth.Decision Sciences,35(4),713-737.
7. Baron, R. M.,Kenny, D. A.(1986).The moderator-mediator variable distinction in social psychological research: Conceptual, Strategic, and statistical considerations.Journal of Personality and Social Psychology,51,1173-1182.
8. Beldona, S.,Morrison, A. M.,O''Leary, J.(2005).Online shopping motivations and pleasure travel products: A correspondence analysis.Tourism Management,26,561-570.
9. Bolton, R. N.,Drew, J. H.(1991).A multistage model of consumers'assessments of service quality and value.Journal of Consumer Research,17,375-384.
10. Cronin, J. J.,Taylor, S. A.(1992).Measuring service quality: Reexamination and extension.Journal of Marketing,56,55-68.
11. DeLone, W. H.,McLean, E. R.(1992).Information system success: The quest for the dependent variable.Information Systems Research,3(1),60-95.
12. Gronholdt, L.,Martensen, A.,Kristensen, K.(2000).The relationship between customer satisfaction and loyalty: Cross-industry differences.Total Quality Management,11,509-516.
13. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate data analysis (5th ed.).NJ:Prentice-Hall Inc..
14. Kaiser, H. F.,Rice, J.(1974).Little jiffy mark IV.Educational and Psychological Measurement,34,111-117.
15. Koivumäki, T.,Ristola, A.,Kesti, M.(2008).The effects of information quality of mobile services on user satisfaction and service acceptance: Empirical evidence from Finland.Behavior and Information Technology,27(5),375-385.
16. Kolsaker, A.,Lee, K. L.,Choy, P. C.(2004).The reluctant Hong Kong consumer: Purchasing travel online.Journal of Consumer Studies,28(3),295-304.
17. Kotler, P.(2000).Marketing Management: Analysis, planning: Implementation and control (10th ed.).NJ:Prentice Hall Inc..
18. Kuo, Y. F.,Wu, C. M.,Deng, W. J.(2009).The relationships among service quality, perceived value, customer satisfaction, and post-purchased intention in mobile value-added services.Computers in Human Behavior,25(4),887-896.
19. MacKinnon, D. P.,Krull, J. L.,Lockwood, C. M.(2000).Equivalence of the mediation, confounding and suppression effect.Prevention Science,1,173-181.
20. MacKinnon, D. P.,Lockwood, C. M.,Hoffman, J. M.,West, S. G.,Sheets, V.(2002).A comparison of the methods to test mediation and other intervening variable effects.Psychological Methods,7,83-104.
21. Myers, B. L.,Kappelman, L. A.,Prybutok, V. R.(1997).A comprehensive model for assessing the quality and productivity of the information systems function:Toward a contingency theory for information systems assessment.Journal of Resources Management,10(1),6-25.
22. Nishii, L. H.,Lepak, D. P.,Schneider, B.(2008).Employee attributions of the why of HR practices: Their effects on employee attitudes and behaviors and customer satisfaction.Personnel Psychology,31(3),503-545.
23. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1994).Reassessment of expectations as a comparison standard in measuring service quality: Implications for future research.Journal of Marketing,58(1),111-124.
24. Parasuraman, A.,Zeithaml, V. A.,Berry, L. L.(1996).The Behavioral consequences of service quality.Journal of Marketing,60(2),31-46.
25. Pitt, L. F.,Watson, R. T.,Kavan, C. B.(1997).Measuring information systems service quality: Concerns for a complete canvas.MIS Quarterly,21(2),209-221.
26. Sobel, M. E.(1982).Asymptotic confidence intervals for indirect effects in structural equations models.Sociological methodology,13,290-312.
27. Tsaur, S. H.,Chang, T. Y.,Yen, C. H.(2002).The evaluation of airline service quality by fuzzy MCDM.Tourism Management,23(2),107-115.
28. Zhang, J.,Bloemer, J.(2008).The impact of value congruence on consumer-service brand elationsips.Journal of Service Research,11(2),161-78.
29. 陳帝仰(2003)。碩士論文(碩士論文)。桃園縣，長庚大學企業管理研究所。
30. 陳瑞麟(2000)。碩士論文(碩士論文)。台南市，國立成功大學企業管理研究所。

1. 蔡玲瓏(2020)。服務創新與節慶意象對遊客重遊意願之影響－以臺灣燈會為例。休閒產業管理學刊，13(1)，1-26。
2. 胡宜中、邱苑慈、林雅惠、王仁宏(2012)。應用模糊積分於國內旅遊網站服務品質之評估。明新學報，38(2)，85-105。
3. 劉秀莉、張鉯崴、孫建寧(2016)。航空公司網頁美感對消費者喚起及行為意圖的影響之研究。管理實務與理論研究，10(4)，30-50。
4. 謝致慧,賴靜瑩,黃永全,周逸衡(2015)。消費者購買旅遊商品選擇決策模式之研究－兼論不同行銷通路。觀光旅遊研究學刊，10(1)，1-17。