影響網路訂房使用意願因素之探討

The Study to Explore Factors Which Affect Internet Booking Website Using Intention

郭弘文、吳嘉銘、葉欲祥、林昕遠、曾裕順、畢內達、陳志強、王拓程
H. W. Kuo, C. M. Wu, Y. S. Yei, H. Y. Lin, Y. S. Tseng, F. Pineda, C.T. Chen and T.C. Wang

空軍軍官學校 航空管理學系

摘要

本研究目的在探討網站的品牌形象、口碑、線上服務品質及知覺價格是否會影響消費者使用線上訂房網站的意願。 研究發現知覺價格及線上服務品質對使用意願存在顯著的影響。而品牌及口碑對於訂房網站的使用意願則沒有顯著影響。

關鍵字：網路訂房、使用意願、知覺價格、品牌形象、線上服務品質。

ABSTRACT

The purpose of this study is to explore whether the brand image, word of mouth, online service quality and perceived price of the website will affect the intention of consumers to use the internet booking website. The study found that perceived price and online service quality had a significant impact on the using intention. While the brand and reputation for using intention has no significant impact.

Keywords: Internet Booking; Perceived Price; Brand image; Word of Mouth; Online Service Quality