The Study of Travel Website’s Audio-Visual Effect on Consumer's Purchasing Intention

• Main Authors: Yan-Yu Wu, 吳彥禹
• Other Authors: Ying-Yu Chen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/54105726875659283427

碩士 === 真理大學 === 管理科學研究所 === 98 === With the development of the internet, there are several innovations in management and in marketing in tourism. The website of travel agents, using easy reading and well-organized content, can seize the customer eyes better. This kind of website can increase travel companies' profit. How much information customers get on the website may influences their purchasing behavior. Therefore, the major study of this paper: how deeply audio-visual effect of traveling websites influences the purchasing inclination and the browser. By using regression analysis on the survey with 400 questionnaires, which have 377 effective questionnaires with 94.25% effective rates of recovery, we could confirm the hypothesis: Customers are indeed affected by the website with the website which contains audio-visual effect. The results as following: 1. Customers are indeed affected by the website with the website with audio-visual effect. 2. Involvement degree does not remarkably represent interference effect on the audio-visual effect of travel agents websites that determine the customers purchasing intention.