| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 102 === This study suggests that travel portal operator shall meet all types of consumer information search, to cater to the perceived value and reduce the perceived risk, then the designed right browse page and information presentation of travel website to meet motivation of consumer demand on travel product. In order to enable consumers more in line with in search of travel website information, and effectively ruduce the perceived risk to improve the satisfaction of the website, and it has more opportunity to influence consumer behavior intentions to produce the consumer behavior, at the same time achieve the purpose of transmitting information and
commodity sales.
The conclusions will be designed as a tourist site and improve operations in the foreseeable future based on the content of the website to provide information and services to make more perfect and recommended travel site operator within a reasonable range of cost-benefit assessment, travel portal operator should search for different consumers and type of products, the analysis and design of a suitable site information page presentation, the pursuit of massed website to increase website satisfaction, intention to influence consumer behavior and thus enhance the willingness of consumers shopping in the tourist site, in order to achieve the target site to improve operations.
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