澎湖旅遊業推行電子商務的實證研究

The Empirical Study on Penghu Tourist E-commerce Based on ECT

10.29859/JITR.201206.0003

黃飛飛(Fei-Fei Huang)；黃凱明(Kai-Ming Huang)；紀賢標(Hsien-Piao Chi)；王敬平(Ching-Ping Wang)；余倢妮(Chien-Ni Yu)；王貴櫻(Kuei-Ying Wang)；劉秀嬋(Hsiu-Chan Liu)

澎湖旅遊 ； 電子商務推廣 ； 期望確認模型 ； 實證研究 ； Penghu travel ； e-commerce promotion ； Expectation Confirmation Theory(ECT) ； empirical research

島嶼觀光研究

5卷2期（2012 / 06 / 01）

37 - 48

繁體中文

電子商務已被認為是新的一種推廣管道，他在旅遊業中的應用也逐漸引起了眾多學者的研究興趣，澎湖是臺灣著名的旅遊勝地，但在中國大陸地區的知名度卻不盡人意。本文從電子商務的角度出發，考慮使用專業旅遊網站吸引更多的陸客到澎湖旅遊，對用戶的有效使用進行實證分析。研究以期望模型為理論基礎，利用感知趣味性、感知易用性和感知轉換成本三個影響因素，通過結構方程式構建了研究模型和假設，針對廈門的旅遊者發放了調查問卷，用SPSS和AMOS軟體對問卷資料進行分析，驗證結果支持了絕大多數假設，且有較好的解釋能力。研究最後提出了研究的管理啟示，以及後續研究的建議。

E-commerce has been recognized a new promotion channel in the tourism industry. And it has been interested by many researchers. Penghu is a Taiwan's famous tourist attractions, but it is unknown by tourist who live in Chinese mainland. This research consider that a professional travel site is attractive for tourists who want to Penghu, so Considered the Expectation Confirmation Theory(ECT), the study built a conceptual model about the continuance usage of Penghu tourist e-commerce. In order to provide some advice to service operator of Penghu tourist industry, this paper explored two influence factor: perceived playfulness and perceived ease of use. Based on empirical research, we found the continuance usage is influenced by perceived playfulness, perceived usefulness, perceived ease of use. And the hypothesis, that satisfaction directly influences continuance usage, is not established. And this study used data are from Xiamen, the statistical software are SPSS and AMOS. Eventually, several suggestions are given to Penghu tourist industry, and some new research directions are also given.

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