| 摘要: | 隨著寬頻上網的普及與上網速率的提升及網路購物方便、容易、快速的特性，上網訂購旅遊商品也普遍受到消費者的青睞，因此網路旅遊商品成為業者們重要的商機。本研究針對有網路旅遊商品購買經驗的消費者為分析對象，主要探討消費者資訊品質、涉入程度對知覺價值與使用意圖之關係，並採用問卷調查法，藉由網路發放問卷，有效問卷回收共331 份，將以敘述性統計、信度分析、因素分析、獨立樣本T 檢定、單因子變異數分析、相關分析與回歸分析模式等統計分析方法進行分析。研究結果發現： 一、人口背景在不同性別於涉入的衡量變項愉悅性及知覺價值的衡量變項貨幣價格具有顯著差異，在不同婚姻對使用意圖則有顯著差異，二、差異分析顯示，不同教育程度、個人平均月收入的受測者，對資訊品質具有顯著性差異，不同年齡、教育程度對涉入具有顯著性差異，不同教育程度、個人平均月收入的受測者，對知覺價值之感受與認知具有顯著性差異，不同年齡層、教育程度、職業與個人平均月收入對使用意圖均具有顯著性差異。三、回歸分析顯示資訊品質、涉入程度對知覺價值與使用意圖之關係，具有顯著正向的影響。
With the popularity of broadband Internet access and enhance the rate of online shopping convenient, easy, fast characteristics, travel goods ordered online are generally favored by consumers, and therefore become the online travel goods industry are important business opportunities. In this study, there are online travel consumer goods purchase experience for the analysis of the object, we focus on the quality of consumer information, involvement and the extent of the relationship between the perceived value of the intended use, and the use of questionnaires, with Internet questionnaires, effective a total of 331 questionnaires were collected, will be descriptive statistics, reliability analysis, factor analysis, independent sample T test, one-way analysis of variance, correlation analysis and statistical analysis regression models were analyzed. The results found that: First, the background of the population has significant differences in gender to measure the variables involved in pleasantness and the perceived value of the currency price measure variables in different marriage because there are significant differences on the intended use, and second, the difference analysis , different levels of education, the average monthly income of the individual subjects were on the funding system has significant differences in quality, different age, educational level of involvement have significant differences, different levels of education, the average monthly income of the individual subjects were on perceptual and cognitive experience of having a significant difference between the value of different ages, education level, occupation and personal average monthly income for the intended use have significant differences. Third, the regression analysis showed that the quality of information, the degree of involvement in the relationship between perceived value and intention to use it, have significant positive impact. |
