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E95017
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旅遊電子商務網站之體驗價值模式
An Approach to the Experiential Value of Travel E-commence
1.陳貞吟
1.Chen-yin Chen
1.南華大學旅遊事業管理研究所
1.Department of Tourism Management, Nanhua University
001,002,003,004
1.南華大學旅遊事業管理研究所
1.Department of Tourism Management, Nanhua University
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):2006-08-01
A.14 計畫執行期間(訖):2007-07-31
2007-05-012007-08-31
A.16 收到日期:2007-10-31
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使用電子商務網站購買旅遊產品者

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C.2 聯絡日期:2007-11-05
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1.南華大學旅遊事業管理研究所
1.Department of Tourism Management, Nanhua University
1
五年後

C.7 資料公開日期:2012-08-01
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1.消費者行為
2.電子商務
3.線上旅遊
4.體驗價值
1.Consumer Behavior
2.E-commence
3.Experiential Value
4.Online Travel
 在蓬勃發展的國內線上旅遊市場中,電子商務網站面對競爭激烈應重視消費者的真正需求與價值。由於目前在線上旅遊、電子商務或網站設計的研究中,許多學者 大多只著眼於消費者的功能性動機,但卻忽略消費者的非功能性動機,基於理論的不足與實務的需求,本研究以消費者的體驗觀點,檢視電子商務網站的體驗元素, 包含從旅客個人特質、網站配置環境等到消費者對線上旅遊網站的評價、情緒以及心中無形的價值。

依此研究目的,本研究依循Holbrook (1986)的C-E-V 模式的概念,建構觀念性架構與研究假設,並利用與消費者的焦點團體會談與相關業者的訪談修正研究架構並發展正式問卷,隨後進行三階段之問卷試測後以網路問 卷進行量化研究。分析時,本研究採階層迴歸模式檢驗研究假說,並確認研究架構中各變項的影響關係。結果發現,消費者之涉入程度與網站的配置均顯著影響消費 者對網站易辨識性、資訊提供與互動性等的評價,同時消費者對網站之評價也影響其消費情緒,進而影響其重購意圖與最終之體驗價值。因此,本研究發掘出消費者 對於旅遊電子商務網站的功能性與非功能性需求,提供學術與業界之參考。

Travel e-commence has rapidly developed in Taiwan, and has become a major market. Some scholars emphasize the importance of experiential values to online consumers. However, there is little study concerning on this topic. The study therefore explored consumers’ experiences, emotions, and values for travel e-commence. Basing on Holbrook (1986)’s C-E-V model, a conceptual framework and hypothesis were established. The study also suggested that consumer’s personal characteristics and website settings provide stimulus cues that influence consumer website evaluation which in turn affect consuming emotions, and website patronage and experiential values. A hierarchical multiple regression was applied to examine the causal relations among variables. The research results showed that both of consumers’ involvement and website environmental factors influenced consumers’ evaluations for travel e-commence. Consumers’ evaluations also significantly affect consumers’ emotions thus influence repurchase intentions and experiential values. Accordingly, the implications for travel e-commence in understanding both of consumers’ functional and non-functional needs were discussed.

D.16 完成檢誤日期:2010-07-29
D.17 預定釋出日期:2012-08-01
D.18 初次釋出日期:2012-08-01
D.19_1 最新版釋出日期:2012-08-01
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10.6141/TW-SRDA-E95017-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E95017
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