The selection of purchase channel on travel websites: The task equivocality of product purchase decision aspectThe selection of purchase channel on travel websites: The task equivocality of product purchase decision aspectThe selection of purchase cha

• Main Authors: I-en Kuo, 郭伊恩
• Other Authors: Shao-Kang Lo
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/89237615217909478260

碩士 === 中國文化大學 === 國際貿易學系碩士班 === 98 === Considering the development of information technology in recent years, the habit of people use the Internet has became increasingly occupied, tourism commodities habits gradually changed from traditional tourism agents to the virtual network. Although the industrial production value of online tourism is enormous, but mostly are concentrated in pure booking, air tickets and rental car etc., while the package tour sales are relatively minor. In order to understand this phenomenon, this study hereby defines tourism products as two major types, unit tourism product and package tour product. This study is proceeding under media richness theory and fitting the relationship between task equivocality and media. With collected 128 successful subjects, the research executed online experiment design. The result has shown that consumers tend to book directly though the tourism website for the unit tourism products purchasing compared to the traditional travel agents. In contrary, consumers prefer to purchase the package tour products through traditional travel agent with sufficient high richness media compared to tourism website.