近年來國人休閒旅遊風氣日益風行，且國內旅遊景點交通便利，加上由於網際網路的興起，遊客透過網路搜尋旅遊資訊規劃旅程的比率也大幅增加，使用旅遊網站資訊規劃行程比例也大幅成長，因此本研究為了瞭解消費者利用旅遊類網站購買旅遊商品的消費行為，從服務品質及企業形象兩個構面來進行探討，採用網路便利抽樣實施問卷調查，以臺灣地區使用過旅遊網站消費之民眾為主，共回收有效問卷463份，採用敘述性統計、IPA分析、獨立樣本T檢定及單因子變異數分析進行資料分析。本研究的整體IPA分析後，對消費者而言最需要優先改善的共有6項，這些項目為消費者對於旅遊類網站所重視的項目。 In recent years, people have become increasingly popular in leisure travel. And domestic tourist attractions are easily accessible. Plus due to the rise of the Internet. Visitors also increase their rate of travel planning by searching for travel information on the Internet. Using Travel Website Information to Plan Travel Rates to Grow Significantly. Therefore, this study aims to understand the consumer behavior of consumers using travel websites to purchase travel merchandise. Exploring Two Aspects of Service Quality and Corporate Image. Adopting a convenient online sampling survey. Mainly for people who have used tourism sites in Taiwan. A total of 463 valid questionnaires were recovered. Data analysis using descriptive statistics, IPA analysis, independent sample T test and single factor analysis of variance. After the overall IPA analysis of this study. A total of 6 items that need priority improvement for consumers. These items are items that consumers value for travel websites.
