旅遊儼然成為現代人生活的一部分，自助旅行的風潮更是席捲全球，線上訂房網站已經成為自助旅行者在選擇住宿時最常使用的管道，近年各家訂房網站紛紛進入台灣市場，如何獲得消費者的採用乃是值得探究的議題。據此本研究將針對台灣線上訂房網站市場，消費者對於線上訂房網站的相關使用行為進行探討。
本研究目的在探討消費者所知覺到的價格與口碑是否會對其使用意願有正向的影響，以及消費者對線上訂房網站的使用意願形成過程中，態度所扮演的關鍵角色為何。
本研究使用SPSS18.0版及LISREL8.7版作為本研究之資料分析工具。
透過結構方程模式分析以驗證本研究假說，得出以下結論:
一、	在台灣的線上訂房網站市場中，消費者的知覺價格及口碑對使用意願存在顯著的影響效果。
二、	在台灣的線上訂房網站市場中，態度扮演著重要的中介角色。
最後，依據本研究結論提出的研究發現，建議線上訂房網站業者可以美化促銷活動，使消費者感覺比較便宜，並在各個管道建立良好的口碑，使消費者認為使用該網站是好主意、好點子，以提升消費者的使用意願。

Nowadays, traveling has been a part of people’s lives. The individual travel went rival for globally travelers, and they used to book rooms on hotel booking sites. For these reasons, foreign hotel booking sites enterprises enter to the Taiwan market.  It is worth to research how to attract the consumers to use the hotel booking sites. The study will investigate consumer behavior for using hotel booking sites in Taiwan market.  
The purpose of this study is to investigate consumer perceived price and word-of-mouth whether they would have a positive impact on usage intention or not, and the attitude is playing an important intermediary role.
This study used SPSS 18.0 and LISREL 8.7 were employed as the data analysis software.  There are two findings from the research:
(1)	In hotel booking sites market in Taiwan, both consumers’ perceived price and word-of-mouth have significant impact on usage intention.
In hotel booking sites in Taiwan, the attitude has mediation effect. 

內容
目錄	2
圖目錄	III
表目錄	IV
第一章 緒論	1
1.1 研究背景	1
1.2 研究動機	3
1.3 研究目的	4
1.4 研究範圍及對象	5
1.5 研究流程	6
第二章 文獻回顧	7
2.1 線上訂房網站興起	7
2.2 知覺價格	10
2.3 口碑	14
2.4 態度	18
2.4 使用意願	21
第三章 研究方法	24
3.1 研究架構	24
3.2 研究假說	25
3.2.1知覺價格對態度與使用意願之關係	25
3.2.2口碑對態度與使用意願之關係	25
3.2.3態度對使用意願之影響	26
3.3 研究變數之操作性定義與衡量項目	27
3.3.1知覺價格	27
3.3.2口碑	28
3.3.3態度	28
3.3.4使用意願	29
3.4 研究設計	30
3.4.1問卷設計	30
3.4.2問卷發放與回收情況	30
3.5 資料分析方法	31
3.5.1敘述性統計分析	31
3.5.2信度分析	31
3.5.3結構方程模式分析	32
第四章 資料分析與結果	35
4.1 敘述性統計分析	35
4.1.1目前對於線上訂房網站的使用情形	35
4.1.2基本資料分析	41
4.2  構面之信度分析	47
4.3 結構方程模式分析	48
4.3.1本研究之結構方程模式	48
4.3.2本研究之整體配適度評估	52
4.3.3衡量模式之評估	53
4.3.4研究假說與驗證結果	55
第五章 研究結論與發現	59
5.1 研究結論	59
5.2 研究發現	61
5.3 研究限制與未來建議	64
參考文獻	65
附錄－研究問卷	76

圖目錄
圖 1 1研究流程圖	6
圖 2 1國民旅遊總支出費用	7
圖 2 2來台旅客及國民出國人次變化	8
圖 2 3理性行為理論	21
圖 2 4科技接受模型	22
圖 3 1研究架構圖	24
圖 4 1本研究整體模式之線性結構圖	49
圖 4 2本研究之路徑結構關係圖	57

表目錄
表 1 1台灣主要線上訂房網站	2
表 2 1知覺價格之定義彙整表	11
表 2 2知覺價格之相關研究彙整表	13
表 2 3口碑定義彙整表	15
表 2 4過去學者研究口碑之相關文獻	17
表 2 5態度定義彙整表	18
表 2 6過去學者研究態度之相關文獻	20
表 2 7使用意願定義彙整表	22
表 2 8過去學者研究購買意圖之相關文獻	23
表 3 1研究假說彙整表	26
表 3 2知覺價格之操作性定義與衡量項目	27
表 3 3口碑之操作性定義與衡量項目	28
表 3 4態度之操作性定義與衡量項目	28
表 3 5使用意願之操作性定義與衡量項目	29
表 3 6問卷回收情況	30
表 3 7 LISREL各參數符號說明	33
表 3 8整體模式之配適度指標	34
表 4 1使用者所知道的線上訂房網站分佈情形	35
表 4 2使用者使用過之線上訂房網站分佈情形	36
表 4 3使用者過去一年內最常使用之線上訂房網站分佈情形	37
表 4 4一年內使用線上訂房網站次數分佈情形	38
表 4 5使用者最可能使用線上訂房網站訂房之區域分佈情形	39
表 4 6使用者近期最可能使用之線上訂房網站分佈情形	40
表 4 7整體有效樣本之性別分佈情形	41
表 4 8整體有效樣本之平均月收入分佈情形	42
表 4 9整體有效樣本之年齡分佈情形	43
表 4 10整體有效樣本之教育程度分佈情形	44
表 4 11整體有效樣本之婚姻狀況分佈情形	45
表 4 12整體有效樣本之職業分佈情形	46
表 4 13研究變項之信度分析彙整表	47
表 4 14結構方程式之參數說明	50
表 4 14結構方程式之參數說明(續)	51
表 4 15整體配適度衡量結果	52
表 4 16衡量模式之評估	54
表 4 17整體之研究假說驗證結果	55
表 4 18整體路徑效果分析	58

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