| Summary: | 碩士 === 國立彰化師範大學 === 商業教育學系 === 98 === Abstract
Tourism of Taiwan has entered the age of e-commerce, many travel agents have realized the enormous business opportunities of online travel market, and put in resources to build website. It makes consumers to obtain travel information and commodities through its website, but most only provide simple products to introduce or advertise promotions. It also rarely provides customized service for consumers to have well interactive website. In addition, under growth of online travel market, consumers filling with doubt and uncertainty about the security of online transactions, it will increase the consumer’s perceived risks of the network. Therefore, the purpose of this study is to investigate the relationships between the service quality and behavior intention, while considering the consumer’s perceived risk as a mediating variable.
This research was proceeded by questionnaire to the sampling objects of consumers used travel website, and get 323 effective sample to analysis. The data were analyzed using Pearson product-moment correlation, regression and hierarchical regression model. The analyses lead to the following conclusions：
1. The service quality of website will affect the consumer's perceived risk and behavior intentions; 2. Consumer’s perceived risk affect their behavior intentions; 3. Perceived risk will moderate the relationships between the service quality and behavior intentions. Finally, suggesting some conclusion for the travel agents to upgrade the mature travel market quality.
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