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E91017
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旅遊網站服務品質評估量表建構之研究
The Development of Service Quality Scale for Travel Websites
1.何昶鴛
1.Chaang-iuan Ho
1.朝陽科技大學休閒事業管理系
1.Department of Leisure, Recreation, and Tourism Management, Chaoyang University of Technology
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1.朝陽科技大學休閒事業管理系
1.Department of Leisure, Recreation, and Tourism Management, Chaoyang University of Technology
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2002-08-01
A.14 計畫執行期間(訖):2003-07-31
2002-10-012002-10-14
A.16 收到日期:2003-10-15
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台灣地區網際網路使用者

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6952
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C.2 聯絡日期:2003-10-16
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1.朝陽科技大學休閒事業管理系
1.Department of Leisure, Recreation, and Tourism Management, Chaoyang University of Technology
1
C.7 資料公開日期:2006-08-01
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1.服務品質
2.旅遊網站
3.評估量表
1.Scale
2.Service Quality
3.Travel Web Sites
 有鑒於旅遊網站數目與其消費人口迅速成長,網站之服務品質評估成為值得重視與探討的議題。以舊有之消費環境所發展之評估量表(SERVQUAL)加以改 良、擴充而應用於網際網路線上服務之方式,其適用性或量表構面是否產生結構性變化均待深入研究。由於目前尚缺乏一套具系統性、穩固性,以及涵蓋旅遊網站資 訊提供、社群經營與電子商務服務類項之服務品質評估量表,因此,本研究乃嘗試發展此一量表。參考過去相關文獻,融合質化與量化方法,本研究建構四階段之量 表發展程序,包括:量表初步設計與精簡、應用質化方法修飾第一階段所發展之量表、以及第二次問卷調查與量表再次精簡。根據此一多階段之程序,本研究應用多 種統計分析方法,包括:探索性因素分析、驗證性因素分析、以及Cronbachα係數,使評估量表之效度與信度獲得充分地檢驗並揭露其因素結構。研究結果 除了確切掌握網路使用者對旅遊網站服務品質之重視屬性與因素構面,亦提供網站業者評估其服務品質或擬訂未來經營方向的依據。

With a tremendous increasing of e-travelers, the recognition of significance of service quality in travel web sites has been motivated. Since the service quality dimensions change in virtual marketspace, the approach for modifying or expanding the best-known SERVQUAL model may not be appropriate. Quite a few measurement scales with robustness have been developed which cover e-service contexts (Content, Communities, and Commerce) of travel web sites. This study attempts to formulate such scale and its items for evaluating the on-line service quality. The development of scale is followed by a four-stage process, including (1) Identification of the scale items and purification the scale; (2) Focus group discussion of the scale identified in the first stage; (3) Test of the scale identified in the first stage and the second purification of the scale. In order to examine the rigour of the scale, several statistical techniques (including: exploratory factor analyses, confirmatory factor analyses and Cronbachα coefficients) have been utilized to analyze the scale’s validity, reliability and constructs. The research results offer the guidelines for the on-line travel service providers to develop the managerial and operational strategies.

D.16 完成檢誤日期:2004-07-28
D.17 預定釋出日期:2006-08-01
D.18 初次釋出日期:2006-08-01
D.19_1 最新版釋出日期:2006-08-01
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10.6141/TW-SRDA-E91017-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E91017
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