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系統識別號 U0002-2607201822140400
中文論文名稱 知覺風險,促銷,互動性以及文化因素 對顧客購買意願之研究 -以線上訂房網站為例
英文論文名稱 Users ' Purchase Intention toward Perceived Risk, Promotion, Interactivity and Culture Factors on Online Hotel Booking Websites
校院名稱 淡江大學
系所名稱(中) 國際企業學系碩士班
系所名稱(英) Master's Program, Department Of International Business
學年度 106
學期 2
出版年 107
研究生中文姓名 任昱瑄
研究生英文姓名 Yu-Hsuan Jen
學號 606550084
學位類別 碩士
語文別 中文
口試日期 2018-06-25
論文頁數 101頁
口試委員 指導教授-何怡芳
委員-田正利
委員-林美榕
委員-何怡芳
中文關鍵字 線上訂房網站  知覺風險  促銷  互動性  文化  購買意願 
英文關鍵字 Online hotel booking website  Perceived Risk  Promotion  Interactivity  Culture  Purchase Intention 
學科別分類
中文摘要 根據研究資料顯示,台灣人使用自由行方式的旅客越來越多,加上網路越趨發達,傳統的訂房方式已經改變,人們現在多半使用線上訂房網站,因此了解消費者選擇線上訂房網站的因素成為重要的課題。再者,外國旅客抑是一大客群加上國外也有許多訂房網站,因此本研究主要探討消費者選擇線上訂房網站的關鍵因素及文化因素對於消費者有無帶來影響。
本研究探討知覺風險、促銷及互動性等三個構面對於消費者購買意願有無顯著影響,而文化作為中介變數探討其對於知覺風險、促銷及互動性與購買意願間是否存在中介效果,針對文化部分也探討本國人與外國人對於線上訂房網站之使用行為差異,希望透過本研究能對國外消費者使用習慣有進一步的認識;並採用問卷調查法將回收之問卷作敘述性統計分析、信效度分析、相關性分析與迴歸分析以探討其結果,並得知知覺風險對於購買意願有負向顯著影響且促銷及互動性皆對於購買意願有正向顯著影響;而文化對於知覺風險與購買意願間以及互動性對於購買意願間皆存在中介效果,然而文化對於促銷與購買意願間並不存在中介效果。
英文摘要 According to research data, there are more and more Taiwanese traveling independently these days. With the help of Internet, traditional hotel-booking method has changed enormously. Therefore, understanding factors the customers consider a hotel booking website becomes a significant topic. Furthermore, foreign visitors book accommodations by booking websites as well. As a result, this research would largely explore the key factor and cultural aspects swaying customers’ choice.
This research discusses three dimensions including perceived risk, promotion, and interactivity to analyze if consumers’ purchase intention is significant impacted. Also, culture serves as mediator to see if there is mediating effect between perceived risk, promotion, and interactivity toward purchase intention. This research also focus on cultural element to discuss usage behavior difference when Taiwanese and foreign visitors use online hotel booking websites, in order to understand usage behavior of foreign consumers better. Questionnaire method is conducted to do descriptive statistic analysis, reliability and factor analysis, Pearson correlation analysis and regression analysis and discuss the result. Finally, it is discovered that perceived risk has negative effect on purchase intention while promotion and interactivity have positive effect. Moreover, cultural element has mediating effect not only between perceived risk and purchase intention but also between interactivity and purchase intention. However, cultural element doesn’t have mediating effect between promotion and purchase intention.
論文目次 content I
List of Table III
List of Figure IV
1. Introduction 1
1.1 Research Background 1
1.2 Research Motivation 3
1.3 Research Purposes 5
1.4 Research Questions 6
2. Literature Review 8
2.1 Online hotel booking website 8
2.2 Perceived risk 10
2.3 Promotion 12
2.4 Interactivity 13
2.5 Purchase intention 15
2.6 Culture 17
2.7 Introduction of Online Hotel Booking Websites 18
3. Research Design and Methodology 24
3.1 Research Model 24
3.2 Hypotheses to Be Tested 25
3.3 Questionnaire Design 28
3.4 Measurement 31
3.5 Statistic Methods 35
4. Research Methodology 38
4.1 Sampling Analysis 38
4.2 Usage behavior Analysis 44
4.3 Factor Analysis 53
4.4 Reliability Analysis 54
4.5 Pearson Correlation Analysis 55
4.6 Regression Analysis 58
5. Conclusion 66
5.1 Research Discussions and Conclusions 66
5.2 Research Suggestions 68
5.3 Research Limitations 72
References 74
Appendix I (Questionnaire in Chinese) 90
Appendix II (Questionnaire in English) 96
List of Table

Table 2- 1: Integration of Online Hotel Booking Websites 22
Table 3- 1: Questionnaire Item for Perceived Risk 31
Table 3- 2: Questionnaire Item for Interactivity 32
Table 3- 3: Questionnaire Item for Promotion 33
Table 3- 4: Questionnaire Item for Purchase Intention 34
Table 3- 5: Questionnaire Item for Culture 35
Table 4- 1: Characteristics of Respondents-Taiwanese 39
Table 4- 2: Characteristics of Respondents-Foreigners 41
Table 4- 3: Characteristics of Respondents-Countries of Foreigners 42
Table 4- 4: Usage Frequency Distribution 44
Table 4- 5: Characteristics of Common Users-Taiwanese 45
Table 4- 6: Characteristics of Uncommon Users-Taiwanese 48
Table 4- 7: Characteristics of Common Users-Foreigners 49
Table 4- 8: Characteristics of Uncommon Users-Foreigners 52
Table 4- 9: KMO and Barlett's test 54
Table 4- 10: Reliability Analysis 55
Table 4- 11: Pearson Correlation Analysis 56
Table 4- 12: Regression Analysis(Independent variables and Mediator) 59
Table 4- 13: Regression Analysis(Independent variables and Dependent variable) 60
Table 4- 14: Regression Analysis(Independent variables-Perceived risk plus Mediator and Dependent variable) 61
Table 4- 15: Regression Analysis(Independent variables-Interactivity plus Mediator and Dependent variable) 62
Table 4- 16: Regression Analysis(Comparison between having control variable or not -Perceived risk+ Culture) 63
Table 4- 17: Regression Analysis(Comparison between having control variable or not -Interactivity + Culture) 63
Table 4- 18: Summary table 64

List of Figure

Figure 1- 1: Research Framework 7
Figure 3- 1: Hypothesis Framework 24

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