依本研究動機與目的，以曾於線上旅遊網站購買過自由行產品之消費者為研究主體，採問卷調查方式與統計軟體SPSS 進行實證分析。 本研究旨在探討透過線上旅遊網站購買自由行產品的消費者在實際體驗後，對所使用之線上旅遊網站的關係品質、資訊品質之評價，進一步探討消費者對此線上旅遊網站之滿意度，以及消費者滿意度與消費者忠誠度之關聯性。 本研究共回收255份有效問卷。透過描述性統計、信度分析、獨立樣本T檢定、單因子變異數分析、相關分析等統計方法，研究結果如下：壹、消費者在線上旅遊網站購買自由行產品的最主要因素是方便。貳、不同的人口統計特徵與在線上網站銷售旅遊產品之店家的關係品質，有些部分呈現顯著差異。叁、不同的人口統計特徵與在線上網站銷售旅遊產品之店家的資訊品質，有些部分呈現顯著差異。肆、線上旅遊網站之關係品質對消費者滿意度呈現正相關。伍、線上旅遊網站之資訊品質與消費者滿意度呈現正相關。陸、線上旅遊網站之關係品質與資訊品質對消費者滿意度具有顯著的正向影響，因而提升消費者忠誠度。 良好的關係品質與資訊品質，皆可增進消費者滿意度，進而提升消費者忠誠度。本研究除了可瞭解目前消費者於線上旅遊網站購買自由行產品的行為特徵，並提供予旅遊業者經營線上旅遊網站，擬定行銷策略與網購管理之參考。 The purpose and motivation of the study is to understand those independent travelers who used to make online purchases on flights and hotels. Questionnaire survey and statistical software SPSS 22 are used in this empirical research. The study aims to discuss the evaluations online travel websites got on relationship quality and information quality offered by travelers with the independent travel experience to answer the questionnaire. Furthermore, the study also wants to know the relevance of online travel website relationship quality and information quality to customer satisfaction and customer loyalty. Having 225 effective questionnaires collected and a series of descriptive statistics, reliability analysis, independent sample T examine and correlation analysis applied to the research, the results show as follows: 1. The main key factor for customers to purchase online air/hotel package is its convenience.2. Part of the different demographic characteristics have a significant difference in the relationship quality of the shops selling online travel products.3. Part of the different demographic characteristics have a significant difference in the information quality of the shops selling online travel products.4. Online travel website relationship quality has positive effects on customer satisfaction.5. Online travel website information quality has positive effects on customer satisfaction.6. Online travel website relationship quality and information quality have significant and positive effects on customer satisfaction. therefore, customer loyalty is promoted. Both excellent relationship quality and information quality can improve customer satisfaction and then promote customer loyalty. In addition to having a better understanding of current online purchasing behavior on independent travel products, the study also hopes to provide online travel website owners some references when making marketing plans and improving website arrangement.
