頁籤選單縮合
題 名 | 消費者對旅館與網站的信任與惠顧意願=Trust and Patronage Intention about the Hotels and Websites |
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作 者 | 鄭錳新; | 書刊名 | 國立虎尾科技大學學報 |
卷 期 | 33:4 2017.06[民106.06] |
頁 次 | 頁9-23 |
分類號 | 496.34 |
關鍵詞 | 聲譽; 易用性; 知覺安全性; 信任; 惠顧意願; Reputation; Usability; Perceived security; Trust; Patronage intention; |
語 文 | 中文(Chinese) |
中文摘要 | 旅館業者以網站內容提供資訊供消費者參考,而消費者對此旅館業者的信任程度,是影響惠顧意願的重要考量。有許多因素可能會影響消費者對網站業者的信任,例如旅館的口碑、聲譽、網站的易用性與安全性。雖然已有許多研究探討影響信任的因素,但是少有研究對台灣旅館業者同時探討口碑、聲譽、網站易用性,與知覺安全性、信任、及惠顧意願的關係。本研究目的在於探討正面口碑、聲譽、網站易用性,對知覺安全性、信任程度、及惠顧意願的關係。問卷回收324筆資料,研究結果顯示,聲譽、網站易用性,對知覺安全性、信任有正向的顯著影響,但正面口碑則無顯著影響;而消費者對旅館業者的信任程度則會影響其惠顧意願。 |
英文摘要 | The Internet offers a great opportunity for tourism organizations, in particular hotels, to market and promote their products and services via websites. Trust is a critical factor in stimulating purchases over the Internet. Trust can be influenced by many factors such as word-of-mouth, reputation, usability of websites, and perceived security. Although many studies have been conducted to examine the factors influencing trust, very few studies have investigated the relationships of word-of-mouth, reputation, usability, perceived security, trust, and patronage intention in Taiwan. The purpose of this research is to examine the relationships between positive word-of-mouth, reputation, usability, perceived security, trust, and patronage intention. A survey was conducted to examine these relationships and a total of 324 responses were collected and analyzed. The results indicated that reputation and usability, were positively associated with perceived security and trust. But, positive word-of-mouth was not associated with perceived security and trust. Moreover, trust was positively associated with patronage intention. |
本系統中英文摘要資訊取自各篇刊載內容。