社群網站之網站品質與網路互動性對購買意願影響之研究－以燦星旅遊臉書粉絲網為例

The Impact of Website Quality and Interactivity on Consumers' Purchase Intention-A Case Study of Startravel Facebook Fan Page

10.6665/JLYIT.2013.12.21

樊祖燁(Tsu-Yeh Fan)；劉芳梅(Fang-Mei Liu)；陳怡秀(Yi-Hsiu Chen)

網站品質 ； 網路互動性 ； 購買意願 ； website quality ； website interactivity ； purchase intention

蘭陽學報

12期（2013 / 06 / 01）

21 - 29

繁體中文

旅遊商品不像有形商品可在購買前試用，究竟是何種因素可以影響網路消費者之購買意願，便成為學者的一個重要研究議題。本研究以燦星旅遊臉書粉絲網成員為研究對象，以便利抽樣法採發放問卷方式進行調查研究，共收回127份有效問卷，再以迴歸分析進行統計分析。研究結果顯示，網站品質與網路互動性對購買意願有顯著影響，可做為旅遊網站經營者如何提高使用者購買意願的參考。

Since travel service, unlike goods can be tried before purchasing, what factors can affect the online shopper has become an important research topic for scholars. The study took the most famous Taiwan travel website, Startravel Facebook Fan Page as an example. This study conducted a questionnaire survey, using the convenience sampling method, with a total of 127 valid samples were collected. After correlation analysis and regression analysis, the results showed that website quality and website interactivity have a significant effect on online shoppers' purchase intention.

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