臺灣博碩士論文加值系統

隨著網際網路應用普及化，旅遊業者相繼成立專屬網站，而網站設計除了以使用者的角度思考，尊重使用者不同的需要，更須深入瞭解使用者的需求與喜好，方能發展出符合使用者期待的操作環境。本研究以Huang(2003)之研究架構為基礎，應用於旅遊網站，檢視設計屬性、使用者瀏覽經驗及使用效益此三項變數之相互關係。在旅遊網站之設計屬性方面，以新奇性、互動性以及資訊品質為代表；以控制、注意、好奇心與興趣代表瀏覽經驗，以及享樂性與實用性代表使用效益，探討各變項之間的關係。
本研究以年滿20歲以上，且最近三個月內曾經上網搜尋旅遊資訊的使用者為研究對象。以網路問卷調查的方式蒐集模式驗證所需的資料。問卷調查的期間由2010年12月22日至2011年1月31日為止，共獲得405份有效問卷。本研究以「結構方程模式」進行分析與驗證。模式中的4個潛在變數：新奇性、互動性、控制與注意，因其建構效度與信度不佳，顯示相關的測量題項未能反映其所代表的變數。在刪除這些變項並重新調整研究架構之後，其測量模式與結構模式配適度皆良好，並獲得各變數的關係為：資訊品質直接正向影響瀏覽經驗的好奇心與興趣，好奇心與興趣同時正向影響實用性與享樂性的使用效益。本研究所獲得的結果顯示資訊品質是影響使用者瀏覽經驗及使用效益最大的因素，且資訊品質是旅遊資訊搜尋者最在意的網站屬性。因此，本研究針對此結果，除了提出對未來後續研究之方向與建議之外，並提出實務建議供旅遊業建置企業網站之參考。

While the Internet has become a major channel for searching tourism information, creating and managing websites that fulfill one or more of the needs of users is crucially important to survive or even succeed for a company in the travel and tourism industry. This study attempts to evaluate travel websites in terms of the extent to which they satisfy both information and entertainment needs of users. The author address these two research questions: 1. Can travel websites be designed to generate an users’ browsing experiences and to enhance hedonic benefits, and 2. What properties of the Websites impact on users’ browsing experiences and further impact on the utilitarian and hedonic aspects of users’ benefits?
The research model proposed and validated by Huang (2003) was employed as a guiding framework for this study. According to Huang, Web attributes were assumed to have direct impacts on browsing experiences, and had indirect impacts on the utilitarian and hedonic aspects of users’ benefits. Specifically, users were hypothesized to judge their benefits based on the Web attributes and on whether they browsing experiences in the site.
An online survey was conducted for data collection. In total, there were 405 usable responses obtained. The structural equation modeling (SEM) was employed to examine the causal relationships between Web attributes, browsing experiences, and users’ benefits. The analytical results of SEM indicated that information quality excited curiosity and increased interest. Browsing experiences were found to enhance both utilitarian and hedonic users’ benefits. Consideration of the components of flow showed that curiosity was a more important determinant than interest to impact on users’ benefits. For travel website practitioners, the research results suggest managers should endeavor to emphasize information quality to achieve specific goals (curiosity and interest) and ten to increase overall benefits (utilitarian and hedonic aspects).

目錄
第一章 緒論 1
第二章 文獻探討 4
第一節 MING-HUI HUANG之模式介紹 4
第二節 影響心流經驗之相關研究 10
第三節 旅遊網站評估要素 12
第四節 HUANG(2003)之研究架構與假說驗證結果 13
第三章 研究方法 20
第一節 研究架構與假說 20
第二節 問卷設計 25
第三節 資料分析方法 26
第四章 資料分析結果 33
第一節 受訪者基本資料分析 33
第二節 模式驗證及徑路分析 35
第五章 結論與建議 46
參考文獻 50
附錄一 問卷 57

表目錄
表2.1影響心心流經驗之相關研究 10
表2.2旅遊網站評估要素 12
表2.3 HUANG(2003)之研究假說及結果 15
表3.1本研究之研究假說 22
表3.2本研究各衡量變項之操作型定義及問項內容 24
表3.3測量模式指標容許標準值 29
表3.4模式適配度指標衡量標準值 32
表4.1受訪者資料 34
表4.2初始測量模式配適度指標分析表 36
表4.3初始測量模式分析 37
表4.4調整後模式配適度指標分析表 40
表4.5調整後測量模式分析 40
表4.6結構模式之配適度指標分析表 41
表4.7研究假說之驗證 41
表4.8模式中潛在變項的間接、直接、整體效果 43

圖目錄
圖2.1 HUANG(2003)研究架構 14
圖3.1本研究之研究架構圖 23
圖4.1調整後之研究架構圖 39
圖4.2本研究模式標準化估計值 43

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