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題名:旅遊網站之消費者流暢經驗、消費習慣與再購意願之相關研究-資訊系統成功模式之應用
作者:黃明一
作者(外文):Huang, Ming-Yi
校院名稱:中華大學
系所名稱:科技管理博士學位學程
指導教授:陳棟樑
學位類別:博士
出版日期:2014
主題關鍵詞:資訊系統成功模式流暢經驗滿意度習慣再購意願Information SystemSuccess ModelFlow ExperienceSatisfactionHabit and Repurchase Intention
原始連結:連回原系統網址new window
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本研究目的以DeLone and McLean資訊系統成功模式為基礎,探討消費者在網路上購買旅遊產品之資訊品質、系統品質、服務品質、流暢經驗、滿意度、習慣與再購意願之間的影響。本研究是以曾經在網路上向旅行社購買旅遊產品之消費者作為研究母體。依照交通部觀光局2013年5月份統計,臺灣地區(不包含分公司)共為2454間旅行社。本研究採分層立意抽樣法,研究對象乃是針對曾經在網路上向旅行社購買旅遊產品之消費者。本研究回收有效問卷共409份,並以SPSS與AMOS統計套裝軟體進行資料作統計分析。首先,分析問卷資料之樣本特性與問卷之信、效度;再者,以結構化方程模式進行資料分析,探討變數之間的因果關係,驗證本研究的研究假說,進而提出本研究的研究結論與貢獻。本研究的結果可見,在資訊成功模式下,消費者的習慣因素將會影響消費者再購意願,這個發現是本研究的主要貢獻,另一個發現為資訊品質對於滿意度無顯著影響。根據研究結果推論,隨著時代的演進與資訊科技的日新月異,消費者對於資訊平台的要求與使用電子商務的習慣都與以往有很大的不同。並對學術上與實務界提出具體的建議。
關鍵詞:資訊系統成功模式、流暢經驗、滿意度、習慣、再購意願。
The purpose of this study is to explore the effect between repurchase intention and Information Quality、System Quality、Service Quality、 Flow Experience、Satisfaction and Habit of purchasing traveling products through websites buy DeLone and McLean Information System Success Model. The research was aimed on consumers who have been purchased traveling products from travel agency’s web-side. According the statistics numbers provided by Tourism Bureau; there were 2454 travel agencies(not including sub-agency) of Taiwan by May,2013, and the researcher using Stratifies and Purposive Sampling, focused on travel agencies which earned web-side business permit and license。 There are 409 valid questionnaires received, data analyzed by SPSS and AMOS statistical software. The researcher make the reliability and validity analysis of questionnaire, and using Structural Equation Modeling (SEM) for data analysis to explore the correlation between variables to testing the hypothesis, provided the conclusions and suggestions as well. The findings of this study showed that under the ISS Model, the habit of consumers will affect the repurchase intention, which is the major contribution from this research, another issue; Information System Quality which haven’t significant effect for consumer satisfaction. According the results of research; since the quickly progress and improvement of science and technology, consumer's expectation and using habit of information web-side were huge different than ever, and provide practical suggestions for both academy and travel industry.
Keywords: Information System Success Model, Flow Experience, Satisfaction, Habit and Repurchase Intention
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