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台灣民宿網站品質與信念對消費者的住宿意圖與再瀏覽意圖之影響 = Inve...

國立高雄大學亞太工商管理學系碩士班

台灣民宿網站品質與信念對消費者的住宿意圖與再瀏覽意圖之影響 = Investigation Taiwan’s Bed and Breakfast Websites: Studying the Impact of Websites Quality and Beliefs on Consumers Staying Intention and Re-browsing Intention

Record Type:	Language materials, printed : monographic
Paralel Title:	Investigation Taiwan’s Bed and Breakfast Websites: Studying the Impact of Websites Quality and Beliefs on Consumers Staying Intention and Re-browsing Intention
Author:	陳安迪,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2008[民97]
Description:	97面圖，表 : 30公分;
Subject:	民宿
Subject:	Bed and Breakfast B&B Websites
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/81978670449438861654
Notes:	指導教授：林杏子
Notes:	參考書目：面75-81
Summary:	由於國內旅遊逐年地成長，民眾的住宿需求增加，因而刺激民宿產業的興起。民宿業者為了招攬更多的潛在顧客，開始建立專屬的民宿網站，希望藉此來增加民宿的曝光率。然而，大多數的民宿業者並不清楚建立一個有品質的民宿網站對其民宿經營的重要性，導致未能全完發揮網站的優勢以提昇顧客的住宿意願。　　本研究以 Ahn et al. Model為基礎，將網站品質分為資訊品質、系統品質、以及服務品質，來探討網站的各種品質，是如何影響網站瀏覽者的信念、信任與滿意度、以及瀏覽意圖和住宿意圖。　　本研究的資料蒐集是經由網路問卷調查方法，回收505份問卷，有效樣本數為420份。根據最後的研究發現，由於民宿產業特色在於業者與住宿旅客之間的互動頻繁，因此服務品質對於民宿網站具有最重要的影響效果。本研究中的知覺信念、信任與滿意度，以及意圖所主張的研究假說，除了知覺易用和系統品質對知覺趣味、資訊品質對知覺易用不顯著之外，其他均獲得支持。最後，本研究提出結論與建議，希望可以作為學術以及實務界參考之用。　　In recent years there has been an increasing of the domestic tourism which brings the needs for people’s home stay; this therefore drives the development of Taiwan's bed and breakfast (B&B) industry. In order to attract more potential customers, B&B owners have begun to build their B&B websites. Yet, many of the owners have not realized the importance how the websites can help for adm-inistering their B&B businesses, therefore the websites nowadays seem not able to exert the their significance in increasing tourists intention to stay.　　Based upon the model of Ahn et al., this study explores the website qualities, which includes information quality, system quality, and service quality, the perce-ived beliefs, trust and satisfaction to see their influence on consumers' two kinds of intentions (intention to stay and re-browsing intention).　　An online survey is conduct to those subjects who have experienced in browsing B&B websites before. A total of 505 returned data resulting in 420 valid samples. The findings show that service quality is the most influential factor to customers' perceived beliefs. As for the hypotheses for those perceived beliefs, trust, and satisfaction are all significant in influencing both the customers’ intention to stay and re-browsing intention; except the relationship between perceived ease of use and playfulness. The implications to academics and business are discussed.

台灣民宿網站品質與信念對消費者的住宿意圖與再瀏覽意圖之影響 = Investigation Taiwan’s Bed and Breakfast Websites: Studying the Impact of Websites Quality and Beliefs on Consumers Staying Intention and Re-browsing Intention
陳, 安迪

台灣民宿網站品質與信念對消費者的住宿意圖與再瀏覽意圖之影響 = Investigation Taiwan’s Bed and Breakfast Websites: Studying the Impact of Websites Quality and Beliefs on Consumers Staying Intention and Re-browsing Intention / 陳安迪撰 - [高雄市] : 撰者, 2008[民97]. - 97面 ; 圖，表 ; 30公分.
指導教授：林杏子參考書目：面75-81.
民宿Bed and Breakfast B&B Websites

台灣民宿網站品質與信念對消費者的住宿意圖與再瀏覽意圖之影響 = Investigation Taiwan’s Bed and Breakfast Websites: Studying the Impact of Websites Quality and Beliefs on Consumers Staying Intention and Re-browsing Intention
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330 $a 由於國內旅遊逐年地成長，民眾的住宿需求增加，因而刺激民宿產業的興起。民宿業者為了招攬更多的潛在顧客，開始建立專屬的民宿網站，希望藉此來增加民宿的曝光率。然而，大多數的民宿業者並不清楚建立一個有品質的民宿網站對其民宿經營的重要性，導致未能全完發揮網站的優勢以提昇顧客的住宿意願。　　本研究以 Ahn et al. Model為基礎，將網站品質分為資訊品質、系統品質、以及服務品質，來探討網站的各種品質，是如何影響網站瀏覽者的信念、信任與滿意度、以及瀏覽意圖和住宿意圖。　　本研究的資料蒐集是經由網路問卷調查方法，回收505份問卷，有效樣本數為420份。根據最後的研究發現，由於民宿產業特色在於業者與住宿旅客之間的互動頻繁，因此服務品質對於民宿網站具有最重要的影響效果。本研究中的知覺信念、信任與滿意度，以及意圖所主張的研究假說，除了知覺易用和系統品質對知覺趣味、資訊品質對知覺易用不顯著之外，其他均獲得支持。最後，本研究提出結論與建議，希望可以作為學術以及實務界參考之用。　　In recent years there has been an increasing of the domestic tourism which brings the needs for people’s home stay; this therefore drives the development of Taiwan's bed and breakfast (B&B) industry. In order to attract more potential customers, B&B owners have begun to build their B&B websites. Yet, many of the owners have not realized the importance how the websites can help for adm-inistering their B&B businesses, therefore the websites nowadays seem not able to exert the their significance in increasing tourists intention to stay.　　Based upon the model of Ahn et al., this study explores the website qualities, which includes information quality, system quality, and service quality, the perce-ived beliefs, trust and satisfaction to see their influence on consumers' two kinds of intentions (intention to stay and re-browsing intention).　　An online survey is conduct to those subjects who have experienced in browsing B&B websites before. A total of 505 returned data resulting in 420 valid samples. The findings show that service quality is the most influential factor to customers' perceived beliefs. As for the hypotheses for those perceived beliefs, trust, and satisfaction are all significant in influencing both the customers’ intention to stay and re-browsing intention; except the relationship between perceived ease of use and playfulness. The implications to academics and business are discussed.
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