INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY
博士 === 南華大學 === 企業管理系管理科學碩博士班 === 101 === E-commerce business grows substantially in decades, the travel website is fundamentally built the way tourism-related information is distributed and how buyers plan for and consume travel products. This study discusses consumers’ e-satisfaction and derivat...
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ndltd-TW-101NHU054570052016-02-21T04:19:45Z http://ndltd.ncl.edu.tw/handle/11743545441156188585 INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY 旅行社網路通路旅遊產品消費行為之研究 Chia-ling Lee 李佳玲 博士 南華大學 企業管理系管理科學碩博士班 101 E-commerce business grows substantially in decades, the travel website is fundamentally built the way tourism-related information is distributed and how buyers plan for and consume travel products. This study discusses consumers’ e-satisfaction and derivative behavioral intentions of the Internet on travel agency. An email survey was conducted to collect empirical data on e-travel agency shoppers in Taiwan. A total of 2,000 questionnaires were delivered and 853 effective samples obtained. The empirical results reveal that e-satisfaction is influenced by online risk, reduced transaction cost and service quality that then indirectly affects post-purchase behaviors. Furthermore, the travel product types show its moderating effects on those constructs to e-satisfaction. Additionally, product involvement has a moderating effect on e-satisfaction to post-purchase behavior. Surprisingly, online risk appears to positively influence e-satisfaction, since the provision of product information by travel agencies allows consumers to distinguish good-reputation online travel agencies form bad ones. It enhances e-satisfaction. Finally, some policy implications for the travel industry were also discussed. Chih-wen Ting Miao-sheng Chen 丁誌魰 陳淼勝 2013 學位論文 ; thesis 98 zh-TW |
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博士 === 南華大學 === 企業管理系管理科學碩博士班 === 101 === E-commerce business grows substantially in decades, the travel website is fundamentally built the way tourism-related information is distributed and how buyers plan for and consume travel products. This study discusses consumers’ e-satisfaction and derivative behavioral intentions of the Internet on travel agency. An email survey was conducted to collect empirical data on e-travel agency shoppers in Taiwan. A total of 2,000 questionnaires were delivered and 853 effective samples obtained. The empirical results reveal that e-satisfaction is influenced by online risk, reduced transaction cost and service quality that then indirectly affects post-purchase behaviors. Furthermore, the travel product types show its moderating effects on those constructs to e-satisfaction. Additionally, product involvement has a moderating effect on e-satisfaction to post-purchase behavior. Surprisingly, online risk appears to positively influence e-satisfaction, since the provision of product information by travel agencies allows consumers to distinguish good-reputation online travel agencies form bad ones. It enhances e-satisfaction. Finally, some policy implications for the travel industry were also discussed.
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author2 |
Chih-wen Ting |
author_facet |
Chih-wen Ting Chia-ling Lee 李佳玲 |
author |
Chia-ling Lee 李佳玲 |
spellingShingle |
Chia-ling Lee 李佳玲 INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY |
author_sort |
Chia-ling Lee |
title |
INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY |
title_short |
INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY |
title_full |
INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY |
title_fullStr |
INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY |
title_full_unstemmed |
INVESTIGATING CUSTOMER''S BEHAVIOR FOR TRAVEL PRODUCT SHOPPING ON TRAVEL AGENCY |
title_sort |
investigating customer''s behavior for travel product shopping on travel agency |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/11743545441156188585 |
work_keys_str_mv |
AT chialinglee investigatingcustomeraposapossbehaviorfortravelproductshoppingontravelagency AT lǐjiālíng investigatingcustomeraposapossbehaviorfortravelproductshoppingontravelagency AT chialinglee lǚxíngshèwǎnglùtōnglùlǚyóuchǎnpǐnxiāofèixíngwèizhīyánjiū AT lǐjiālíng lǚxíngshèwǎnglùtōnglùlǚyóuchǎnpǐnxiāofèixíngwèizhīyánjiū |
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