自助旅行者網路資訊搜尋行為之研究

Abstract

近年來，國人從事出國旅遊的比率越來越高，其中又以自助旅行的方式最為普遍。由於自助旅行全部的行程規劃必須自行安排，旅遊行程規劃前的資訊搜集非常重要，因此對資訊的需求度極高。旅遊網站提供大量豐富的資訊，為許多旅行者重要的資訊搜尋的管道。因此本研究以旅遊網站業者的角度出發，觀察自助旅行者在網路上的資訊搜尋行為，藉以改善網站的服務品質，提昇企業在網路上的競爭力。 本研究以出國自助旅行者為研究對象，為了探討旅行者在網路上的資訊搜尋行為，會受到哪些因素影響，因此以外部資訊搜尋模式為主架構，延伸到成本價值、滿意度與忠誠度。使用網路問卷的方式進行調查，針對收集到的樣本資料，作進一步信度、效度與結構模式的評估、樣本人口特徵的分析與結果的探討，最後在針對研究結果提供相關建議，以期望達到幫助旅遊網站業者改善網站設計的目標。

Recently, the proposition of going abroad for tourism becomes higher and higher. Independent travel is the most common way among the ways of travel. Due to independent travelers need to arrange the plan of trip by themselves, they need the quantity of information very much. Therefore, information search is significant for their plan of trip. Travel websites offer a large amount of different information, they are an important method of information search. This study is from the perspective of travel website industry to observe independent travelers’ behavior of information search in the Internet. In order to improve the quality of website service and enhance the competence in the Internet. This study focus on the subjests who have traveled abroad before. In order to investigate independent travelers’ behavior of information search in the Internet will be influenced by what factors. Therefore, the research is based on the structure of external information search, and it extends the structure to value proposition, satisfaction and loyalty. A web-based survey is adopted. According to the sample data to evaluate reliability, validity and structural equation modeling (SEM), to analyse the sample structure and discuss the result. Finally, offering the suggestions to travel website industry to help them improve the design of website.