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。

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.

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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