| Summary: | 碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 96 === In recent years there has been an increasing of the domestic tourism which
brings the needs for people’s home stay; this therefore drives the development
of Taiwan's bed and breakfast (B&B) industry. In order to attract more potential
customers, B&B owners have begun to build their B&B websites. Yet, many of
the owners have not realized the importance how the websites can help for adm-
inistering their B&B businesses, therefore the websites nowadays seem not able
to exert the their significance in increasing tourists intention to stay.
Based upon the model of Ahn et al., this study explores the website qualities,
which includes information quality, system quality, and service quality, the perce-
ived beliefs, trust and satisfaction to see their influence on consumers' two kinds of
intentions (intention to stay and re-browsing intention).
An online survey is conduct to those subjects who have experienced in browsing
B&B websites before. A total of 505 returned data resulting in 420 valid samples. The
findings show that service quality is the most influential factor to customers' perceived
beliefs. As for the hypotheses for those perceived beliefs, trust, and satisfaction are all
significant in influencing both the customers’ intention to stay and re-browsing
intention; except the relationship between perceived ease of use and playfulness.
The implications to academics and business are discussed.
|
|---|
