以計畫行為理論探討線上訂房之研究

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Title:	以計畫行為理論探討線上訂房之研究
Other Titles:	Online Hotel Booking Practices from the Perspective of the Theory of Planned Behavior
Authors:	莊婉平 CHUANG,YUAN-PING
Contributors:	餐旅管理學系
Date:	2017
Issue Date:	2017-10-05T08:50:19Z (UTC)
Abstract:	無線上網的普及與智慧型手機及平板電腦的使用便利，全球旅遊網站銷售競爭變得更為激烈，近年國外的訂房網站大舉入侵台灣，特別是全球兩大旅遊集團 Expedia 及 Priceline，以其集團的優勢拓展亞洲新據點，改變了國人的訂房行為。線上訂房分銷管理系統 SiteMider 指出，飯店的訂房來源有五個管道：線上訂房和關鍵字搜尋、飯店的官網、行動和社群媒體、電話直接預訂、傳統旅行社，在線上訂房的部分，52% 的旅客會透過 Expedia 及 Priceline 搜尋飯店，76%的旅客會透過 Expedia 及 Priceline 預訂飯店，為飯店業者的主要訂房來源。本研究以計畫行為理論(Theory of Planned Behavior, TPB)探討線上訂房之研究，並以成旅晶贊飯店台中民權館，使用線上訂房消費者為研究對象，本研究於飯店現場針對實際使用線上訂房之消費者發放問券，共發放 300 份，回收有效問券 260 份，有效率 87%。研究發現主觀規範對行為態度有顯著正向影響；行為態度對行為意圖有顯著正向影響；知覺行為控制對行為意圖有顯著正向影響；主觀規範對消費者線上訂房行為意圖影響不顯著。從人口統計變項發現，年齡層分布於 25-34 居多，未婚者佔一半以上，教育程度大專院校為 170 人(60%)，並以公民營企業員工較多，Booking.com 有 142 人(55%)為最常使用之訂房網站，旅行目的以休閒/旅遊佔最多有 201 人(77%)，另外消費者使用訂房網站以便利性 173 人 (66.5%) 為最多。 The widespread use of wireless Internet, smartphones, and tablet computers has made competition between different global travel service websites more intense than ever. In recent years more and more foreign-based hotel booking websites have expanded their business into the Taiwan market, especially the two major players, Expedia and Priceline, which have dominated the Asian market and changed the behavior of consumers in reserving hotel rooms. There are five major ways to make a hotel room reservation (Site Mider, 2016): Online booking and internet keyword searches, official hotel websites, social media, phone calls, and tour agencies. According to the research of SiteMider, 52% of tourists searched their target hotels via Expedia and Priceline, and 76% of tourists made their reservations through these two channels, which make them the major sources for hotels to receive room reservations. In this research, Theory of Planned Behavior (TPB) is used to discuss the behavior of online hotel booking. Questionnaires were given to 300 hotel guests of the Park City Hotel Central Taichung who made their reservation through hotel booking websites. 260 (87%) of these questionnaires were valid. The results of this research showed that subjective norms have a positive and outstanding influence on behavioral attitudes; behavioral attitudes have a positive and outstanding influence on behavioral intention; and subjective norms have positive but lesser influence on behavioral intention. Population variables show that the majority of the subjects were between the ages of 25 and 34; half of them were single. Among all these respondents, 170 (65%) had at least a bachelor’s degree and worked in private companies or as public servants. 142 (55%) of the respondents made their reservations via Booking.com, which made it the major booking channel in the research sample. 201 (77%) of the respondents were leisure tourists. 173 (66.5%) of the respondents made their room reservation through hotel booking website because of its convenience.
Appears in Collections:	[餐旅管理學系所] 碩士論文

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