本研究旨在檢驗旅遊網站服務品質、關係品質與行為意圖三者之間的關係，並更進一步釐清轉換成本於其間關係的干擾效果。研究對象以旅遊網站的瀏覽、交易者進行問卷調查，共獲得有效問卷396份。經文獻回顧相關理論後，以結構方程模型進行分析。研究結果顯示，旅遊網站服務品質對關係品質有正向之影響、旅遊網站服務品質對行為意圖有正向之影響、關係品質對行為意圖有正向之影響。此外，研究中也證實了轉換成本於其間關係的干擾效果，亦即當消費者所感受到的轉換成本較低的情形下，旅遊網站服務品質對行為意圖的正向影響力大於轉換成本較高時。而關係品質對行為意圖的正向影響力卻小於轉換成本較高時。 The present study examined the causal relationship among travel web service quality, relationship quality and behavioral intention, and the moderating influences of switching cost among a sample of consumers at travel websites (n=396). Structural equation modeling was used to estimate a model linking web service quality and relationship quality to behavioral intention. As expected, the result shows that a consumers perceiving greater travel web service quality and relationship quality leads to a high level of positive behavioral intention; and travel web service quality has positive effects on relationship quality. The findings further revealed that switching cost moderated the effects of travel web service quality and relationship quality on behavioral intention. This indicates that the lower the level of switching cost, the higher is the likelihood that travel web service quality will lead to more positive behavioral intention; and the lower is the likelihood that relationship quality will lead to more negative behavioral intention.
