| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 97 === Sightseeing is one choice to enlarge our minds and vision. Especially when we enjoy the beauty of the scenery and experience the delight of different customs and cultures, we may appropriately relax our bodies and release our pressure. Meanwhile, our originality to work constantly emerges. While most enterprises suffer economic decline, the traveling business use the “no boundaries and no time differences” feature of the traveling websites, combining plentiful tour information and relative resources, attracting numerous Internet users to choose their favorite traveling activities. Compare to the physical travel agencies, the traveling websites is more effectively on stimulating consumers to be engaged in traveling activities.
The sample of this study includes 300 consumers of sneakers collected through online questionnaire, and there are 266 valid questionnaires. Then we apply structural equation modeling to analyze the data and test hypothesis. Depending on the analysis of real evidences, this study implies three main conclusions:
1. In Overall Pattern, what most affects the consumers to use the traveling websites constantly is “Service Quality.” It means Service Quality is the most crucial cause to affect the interaction between traveling businessmen and consumers. The traveling businessmen should devote themselves to making superior interaction with consumers, to upgrade the Service Quality.
2. Besides Service Quality, the influences of consumer continuous using the traveling websites in order are: Consumer Satisfaction, Perceived Ease Of Use. This shows while in the business to custom process, Perceived Value still is an important factor. For the traveling businessmen, how to help consumer to choose traveling activities with simple operation, how to attract consumer with plentiful and colorful information, how to supply flexible and customerlized personal schedules, and letting customers be willing to spend time and money to use their websites continuously, would be their key point to think over.
3. In addition, this study also proves that through “customer satisfaction” or “Perceived Ease Of Use” mediating, both “System Quality”, “Perceived Ease Of Use”, “Perceived Usefulness” and “Playfulness” do affect “Continuous Using Intention ”.
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