建構顧客觀點之線上旅遊系統成功評估模式

本研究線上旅遊系統成功評估模式建構如下，成功變數分成理性觀點和體驗觀點加以探討，理性觀點分為認知 (知覺品質、知覺犧牲、知覺價值)、情感 (滿意度)、以及行為(忠誠度)三層面。而體驗觀點則是以「沉浸」變數衡量。本研究試圖從顧客角度來分析線上旅遊系統之品質、犧牲、價值、滿意度、忠誠度以及沉浸之成功評估模式，並且加以實證，實證結果顯示資訊品質對知覺價值與顧客滿意度之影響不顯著，沉浸對顧客忠誠度影響不顯著。對知覺價值與顧客滿意度影響最大的是服務品質，顧客滿意度對顧客忠誠度影響力最大。而研究的成果不僅有助於線上旅遊系統業者與研究人員發展一套線上旅遊系統之服務模式，更有助於了解如何促成線上旅遊系統之成功。

This study features the structure of mode of success appraisement of on-line travel system hereunder that the success variates are divided into rational and personally experienced views for exploitation. While rational views has three levels, namely, cognition (quality, sacrifice, and value of perception), emotion (satisfaction level), and behavior (loyalty degree), the personally experienced view is measured by “dipping” variates. This study attempts to analyze from the customer points of view the mode of success appraisement of quality, sacrifice, value, satisfaction level, loyalty degree, and dipping with further positivity. As the positivistic result reflects little noticeable effect of information quality on perceptive value and customer satisfaction level, the influence upon customer loyalty degree by dipping shows less conspicuous. Service quality casts the greatest influence upon perceptive value and customer satisfaction level, and, the customer satisfaction level affects maximally the customer loyalty degree. The render of this study helps not only the undertakers and researchers of on-lien travel system to develop a service pattern of a package of on-lien travel system but also contributes to the understanding of how to make the on-line travel system successful.