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題名:臺灣旅遊網站之顧客知覺品質與行為意向關係之研究--以顧客整體滿意為中介變項
書刊名:休閒產業管理學刊
作者:郭仲偉湯美玲
作者(外文):Kuo, Chung-weiTang, Mei-ling
出版日期:2011
卷期:4:2
頁次:頁37-56
主題關鍵詞:中介變項行為意向知覺品質旅遊網站路徑分析Mediated variableBehavioral intentionPerceived qualityTravel websitePath analysis
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(4) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:4
  • 共同引用共同引用:0
  • 點閱點閱:24
近年來網際網路應用普及化,在各大旅行社紛紛成立旅遊網站同時,有效經營管理旅遊網站,是業者所期望了解的。本研究以旅遊網站品質爲基礎,利用路徑分析建構出以顧客整體滿意爲中介歷程的模式,用以探討服務品質與顧客行爲意向之關係。結果顯示,不同社經特性之顧客對於旅遊網站系統之知覺品質存在部分差異性;而顧客對於旅遊網站之知覺品質與旅遊網站之整體滿意、行爲意向有顯著正向關係,其中「網站系統安全與流暢」與「網站附屬功能」是兩項重要的旅遊網站品質。此外,研究亦指出顧客對於旅遊網站之知覺品質與其行爲意向關係會顯著受到顧客對於旅遊網站滿意度之中介變項影響,顯示顧客整體滿意在顧客知覺品質與行爲意向間扮演相當重要角色。研究結果期望可提供旅遊業者在經營管理時之參考依據。
As the techniques of Internet mature, new marketing channels/strategies to promote travel products have been developed in response to this electronic commerce. Since the service is intangible, how to develop marketing strategies to increase purchase intentions is an important issue for the managers in marketing online their travel products. Three constraints: information of travel websites, system of travel websites, and service quality has been widely evaluated as key factors to influence the quality of travel websites. Therefore, the purpose of this study was to investigate the relationship between service quality of Taiwan travel websites and behavioral intention for consumers who purchased their travel products on-line. The path analysis was conducted to investigate the effects of perceived quality and behavioral intention under mediator of consumer satisfaction. The main findings of this study that the demographic variables including (education level、monthly income and average weekly frequency of on-line) partially effect service perception regarding the system of the travel websites. The path analysis indicates that the service quality appears to have the positively significant effect on behavioral intentions. Service quality influences consumer satisfaction in two paths: the path of perceived security-consumer satisfaction-behavioral intentions and the path of subsidiary functions-consumer satisfaction-behavioral intentions. Consumer satisfaction finds to have an indirect rather than a direct effect on behavioral intention as moderated by perceived quality. It implies that unless leading to the increase in perceived quality (i.e. security and subsidiary functions); consumer satisfaction is not guaranteed to lead to behavioral intention. For the practical side, travel managers should consider how to improve these services based on findings of statistic results.
期刊論文
1.Zhang, J.、Bloomer, J. M. M.(2008)。The Impact of Value Congruence on Consumer-service Brand Relationships。Journal of Service Research,11(2),161-178。  new window
2.MacKinnon, D. P.、Lockwood, C. M.、Hoffman, J. M.、West, S. G.、Sheets, V.(2002)。A Comparison of Methods to Test Mediation and Other Intervening Variables Effects。Psychological Methods,7(1),83-104。  new window
3.Myers, B. L.、Prybutok, V. R.、Kappelman, L. A.(1997)。A Comprehensive Model for Assessing the Quality and Productivity of the Information Systems Function: Toward a Theory for Information Systems Assessment。Information Resources Management Journal,10(1),6-25。  new window
4.Kuo, Y. F.、Wu, C. M.、Deng, W. J.(2009)。The relationships among service quality, perceived value, customer satisfaction, and post-purchased intention in mobile value-added services。Computers in Human Behavior,25(4),887-896。  new window
5.Babakus, Emin、Bienstock, Carol C.、Van Scotter, James R.(2004)。Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth。Decision Sciences,35(4),713-737。  new window
6.Parasuraman, A.、Zeithaml, V. A.、Berry, L. L.(1994)。Reassessment of Expectations as a Comparison Standard in Measuring Sevice Quality: Implications for Further Research。Journal of Marketing,58(1),111-124。  new window
7.Baron, R. M.、Kenny, D. A.(198612)。The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations。Journal of Personality and Social Psychology,51(6),1173-1182。  new window
8.Pitt, L. F.、Watson, R. T.、Kavan, C. B.(1997)。Measuring Information Systems Service Quality: Concerns for a Complete Canvas。MIS Quarterly,21(2),209-221。  new window
9.Grønholdt, Lars、Martensen, Anne、Kristensen, Kai(2000)。The Relationship between Customer Satisfaction and Loyalty: Cross-industry Differences。Total Quality Management,11(4-6),509-514。  new window
10.Kaiser, Henry F.、Rice, John(1974)。Little Jiffy, Mark IV。Educational and Psychological Measurement,34(1),111-117。  new window
11.Tsaur, Sheng-Hshiung、Chang, Te-Yi、Yen, Chang-Hua(2002)。The Evaluation of Airline Service Quality by Fuzzy MCDM。Tourism Management,23(2),107-115。  new window
12.DeLone, William H.、McLean, Ephraim R.(1992)。Information Systems Success: The Quest for the Dependent Variable。Information Systems Research,3(1),60-95。  new window
13.Bolton, Ruth N.、Drew, James H.(1987)。A Multistage Model of Customers' Assessments of Service Quality and Value。Journal of Consumer Research,17(4),375-384。  new window
14.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing,60(2),31-46。  new window
15.MacKinnon, D. P.、Krull, J. L.、Lockwood, C. M.(2000)。Equivalence of the Mediation, Confounding and Suppression Effect。Prevention Science,1(4),173-181。  new window
16.Beldona, S.、Morrison, A. M.、O'Leary, J.(2005)。Online shopping motivations and pleasure travel products: A correspondence analysis。Tourism management,26(4),561-570。  new window
17.Cronin, J. Joseph Jr.、Taylor, Steven A.(1992)。Measuring Service Quality: A Reexamination and Extension。Journal of Marketing,56(3),55-68。  new window
18.Nishii, L. H.、Lepak, D. P.、Schneider, B.(2008)。Employee attributions of the why of HR practices: Their effects on employee attitudes and behaviors and customer satisfaction。Personnel Psychology,31(3),503-545。  new window
19.Koivumäki, T.、Ristola, A.、Kesti, M.(2008)。The effects of information quality of mobile services on user satisfaction and service acceptance: Empirical evidence from Finland。Behavior and Information Technology,27(5),375-385。  new window
20.Kolsaker, A.、Lee, K. L.、Choy, P. C.(2004)。The reluctant Hong Kong consumer: Purchasing travel online。Journal of Consumer Studies,28(3),295-304。  new window
研究報告
1.創市際市場研究公司(2004)。線上旅遊類型網站觀察--ARO網路測量研究報告。  延伸查詢new window
學位論文
1.陳瑞麟(2000)。以消費者為基的網際網路策略--我國旅遊網站之實証研究(碩士論文)。國立成功大學。  延伸查詢new window
2.陳帝仰(2003)。旅遊網站前端功能與電子化顧客關係管理績效之關係研究。長庚大學,桃園縣。  延伸查詢new window
圖書
1.Kolter, P.(2000)。Market Management: Analysis,Planning,Implementation and Control。New Jersey:Prentice-Hall Inc.。  new window
2.Hair, J. F.、Anderson, R. E.、Tatham, R. L.、Black, W. C.(1995)。Multivariate data analysis with readings。Upper Saddler River, NJ:Prentice-Hall。  new window
其他
1.美國行銷科學協會(2010),http://www.msi.org/, 20100715。  延伸查詢new window
2.創市際市場研究公司(2005)。九成網友愛旅遊,旅行偏好自己來,http://www.insightxplorer., 20101012。  延伸查詢new window
3.資策會電子商務應用推廣中心(2008),http://www.find.org.tw/find/home.aspx, 20100715。  延伸查詢new window
4.ALEXA(2008)。網站人潮流量,http://www.alexa.com, 20101107。  延伸查詢new window
圖書論文
1.Sobel, M. E.(1982)。Asymptotic confidence intervals for indirect effects in structural equations models。Sociology methodology 1982。San Francisco:Jossey-Bass。  new window
 
 
 
 
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