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E10306
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021
旅行社網站使用者之知覺情感品質如何助益網站使用者之知覺網站品質與未來購買意願:情感信任與認知信任之調節角色檢驗
How Website Users\' Perceived Affective Quality Contributes to Their Perception of Website Quality and Future Purchase Intention in the Travel Agency Website Context: Examining the Moderating Roles of Affective Trust and Cognitive Trust
1.張國謙
1.Kuo-chien Chang
1.致理技術學院休閒遊憩管理系
1.Department of Spots, Health and Leisure,Chihlee Institute of Technology
001,002,003,004
1.致理技術學院休閒遊憩管理系
1.Department of Spots, Health and Leisure,Chihlee Institute of Technology
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2014-08-01
A.14 計畫執行期間(訖):2015-07-31
2014-11-012015-01-30
A.16 收到日期:2015-08-12
2
網路使用者

1

448


448
001,004
C.2 聯絡日期:2015-08-27
2
1.致理技術學院休閒遊憩管理系
1.Department of Spots, Health and Leisure,Chihlee Institute of Technology
1
C.7 資料公開日期:2020-08-01
2
008
1
1
1
1
2
3
3
001
1,2
1.旅行社網站
2.感性工程
3.知覺網站品質
4.知覺情感品質
5.知覺信任
1.Travel Agency Website
2.Kansei Engineering
3.Perceived Website Quality
4.Perceived Affective Quality
5.Perceived Trust
本研究旨在瞭解旅行社網站使用者於遊產品所生之知覺情感質對其與購買意願之影響,其中並探討網站使用者知覺情感信任與認對上述連結關係干擾。為此本研究以感性工程方法經由多元迴歸之分析,結果顯示旅遊網站產品情質(包含內容讓人感覺獨特、內容讓人信任圖片吸睛價格優惠及網站設計很完善)對知覺網站品質有正向影響。迴歸分析之結果發現某些特定的情感(包含顏色讓人放鬆、圖片讓人感覺吸睛有主題及網站設計很性化)對購買意願有正向影響。最後,研究結果發現只有知覺情感信任干擾了品質與網站間之關係本研究亦根據研究發現討論相關管理意涵。於2014年11月到2015年01月進行資料的蒐集。最後,完成之有效樣本數為448個樣本。

This study aims to explore the effect of website users\' perceived affective quality (PAQ) of travel products on their perceived website quality (PWQ) and purchase intention (PI) in the travel agency website context and the moderating roles of website users\' perceived affective trust (PAT) and perceived cognition trust (PCT) on the PAQ-PWQ-PI links. To this end, in line with the Kansei engineering approach and through multiple regression analysis, the results showed that the PAQ of travel products (including content feeling unique, content feeling trustworthy, graphic feeling eye-catching, graphic feeling favorable price, and layout feeling comprehensive) has positive effects on PWQ. The regression model results also showed that certain positive PAQs (including color feeling relaxing, graphic feeling eye-catching, graphic feeling topical, and layout feeling humanistic) had positive effects on PI. Finally, the analysis results showed that only PAT has a moderating effect on the relationship between PAQ and PWQ. In light of our findings, managerial implications are discussed as well.

D.16 完成檢誤日期:2015-08-26
D.17 預定釋出日期:2020-08-01
D.18 初次釋出日期:2020-08-01
D.19_1 最新版釋出日期:2020-08-01
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10.6141/TW-SRDA-E10306-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10306
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