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題名：消費者對目的地旅遊平台黏著度與購買意圖整合模式之研究
作者：張延蓉
作者(外文)：CHANG, YEN-RUNG
校院名稱：國立高雄餐旅大學
系所名稱：觀光研究所
指導教授：沈進成
學位類別：博士
出版日期：2021
主題關鍵詞：目的地旅遊平台；科技接受模式；創新擴散理論；購買意圖；黏著度；Tours and activities；Technology acceptance model；Innovation diffusion theory；Purchase intention；Stickiness
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行動通訊科技進步、廉價航空的興起與自助旅行風氣盛行，造就全球目的地旅遊平台線上預訂量，自2016年後逐年成長並邁向成熟市場階段，顯見消費者對與目的地活動與體驗的需求殷切。本研究從消費者的觀點，整合科技接受模式與創新擴散理論建立兩理論之整合模式，以消費者線上購買目的地旅遊產品購買意圖為研究主題，臺灣地區目的地旅遊平台消費者為研究對象，探討此模式對消費者線上購買目的地旅遊產品購買意圖的預測解釋力，並兼論平台黏著度之中介效果。本研究採問卷調查法，以曾在目的地旅遊平台KLOOK與KKday完成預訂的臺灣地區消費者為研究對象，採用網路問卷進行資料蒐集，共回收有效問卷629份，並採用結構方程模式(SEM)進行後續研究假設驗證。研究結果顯示，知覺有用性、知覺易用性、信任、相容性、可觀察性與對態度有顯著影響，而態度、知覺有用性、知覺易用性對購買意圖有顯著影響，同時黏著度對態度與購買意圖關係的中介效果亦成立。研究模式中各構念對購買意圖的影響效果其重要性依序為態度、知覺有用性、信任、知覺易用性、黏著度、相容性與可觀察性。本研究分析結果，將對線上旅遊產品市場與目的地旅遊平台之消費者行為之研究缺口產生學術貢獻與價值，所建立的量表，可作為後續電子商務或線上旅行社之相關學術研究與實務面之參考。
Advancements in mobile communications technologies, in conjunction with the ascension of low-cost carriers as well as the boom of independent traveling, have contributed to the continuous growth in global online bookings of tours and activities websites from 2016 onwards. This market is also heading toward maturity, which indicates the strong consumer demand for activities and experiences. Taking the perspective of consumers, this study developed an integrated model that combines the technology acceptance model and the innovation diffusion theory. This study focused on consumers’ intentions to purchase online tourism products, with the participants being tours and activities website consumers in the Taiwan region. The objectives were to examine the model’s predictive and explanatory power with regard to consumers’ intentions to purchase online tourism products, as well as to explore the mediating effects of website stickiness. This study adopted the questionnaire survey approach. The participants comprised Taiwanese consumers who have previously booked and purchased products and services on the tours and activities websites KLOOK and KKday. An online survey was administered to the participants for data collection and 629 valid questionnaire responses were collected. Structural equation modeling was performed for subsequent analyses of the research hypotheses. The results showed that compatibility, observability, perceived usefulness, perceived ease of use, and trust had significant effects on attitude; attitude, perceived usefulness, and perceived ease of use had significant effects on purchase intentions; meanwhile, the mediating effect of stickiness on the relationship between attitude and purchase intentions was also verified. When arranged in decreasing order of their influence on purchase intentions, the constructs in this study are as follows: attitude, perceived usefulness, trust, perceived ease of use, stickiness, compatibility, and observability. The academic contribution and value of this study lies in how it bridges existing gaps in research pertaining to the tourism products market and consumer behavior on tours and activities websites. The scale developed in this study can serve as a reference for relevant studies or practical use in relation to e-commerce or online travel agencies.
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