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研究生： 謝銘倉
Ming-Tsang Hsieh
論文名稱： 就地或跨平台訂房? 線上旅館評論與價格意識之影響
In Situ or Cross-Platform Booking? The Influence of Online Hotel Reviews and Price Consciousness
指導教授： 林孟彥
Tom M. Y. Lin
口試委員: 蔡瑤昇
none
葉穎蓉
none
郭啟賢
none
方正璽
none
倪家珍
none
學位類別： 博士
Doctor
系所名稱： 管理學院 - 企業管理系
Department of Business Administration
論文出版年： 2016
畢業學年度： 104
語文別： 中文
論文頁數： 62
中文關鍵詞： 線上旅館評論 、線上第三方旅館中介平台 、社會影響 、評論採用意願 、跨平台訂房意願 、價格意識
外文關鍵詞： Online hotel reviews, Online third-party hotel intermediaries, Social influence, Review adoption intention, Cross-platform booking intention, Price consciousness
相關次數： 點閱：287  下載：4 
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  •  上一筆

    • 線上旅館評論近年越來越受到學者與旅館業者所關注，因為現今消費者選訂旅館時，大多透過線上第三方旅館中介平台提供的評論來評估旅館品質，甚者採用評論建議直接於同一旅館中介平台訂房。因此，為瞭解線上旅館評論社會影響、評論採用意願與訂房意願間之關係，及價格意識的干擾效果。本研究藉由線上問卷調查獲得365份有效問卷，並以結構方程模型分析。研究結果發現：(1) 線上旅館評論之資訊性影響方面，線上旅館評論之論點強度與效價雙向性均顯著正向影響評論採用意願，但在規範性影響方面，僅來源可信度與知覺評論數量顯著正向影響評論採用意願；(2) 評論採用意願顯著正向影響消費者就地訂房意願，但對跨平台訂房意願卻無顯著負向影響；(3) 價格意識顯著干擾評論論點強度與來源可信度對評論採用意願間之影響，及評論採用意願對就地、跨平台之訂房意願間之影響。最後，本研究亦依照研究結果相關管理意涵，以供旅館業者與第三方旅館中介平台業者社群經營及平台營運之參考。

    In recent years, more and more scholars and Hoteliers are concerned about online hotel reviews. Online hotel reviews play an important role in online booking, because these reviews serve as an online communication tool that highly influences consumers’ demand for hotels. Therefore this study aims to understand the relationship between social influence of online hotel reviews, review adoption intention, and online booking intention of consumer; as well as the moderating effect of price conscious. The structural equation model assessment was using online survey data collected from 365 consumers and the content of the survey was about their experience of reviews adoption and online booking. The results show that (1) Informational influence: the argument strength and two-sided valence of reviews have a significant positive effect on review adoption intention. Normative influence: the source credibility and perceived quantity of reviews also have a significant positive effect on review adoption intention; (2) review adoption intention has a significant positive effect on in situ booking intention, but the cross-platform booking intention does not have a significant negative effect; (3) price consciousness has a moderating effect on the influence of argument strength and source credibility of reviews on review adoption intention, as well as the influence of review adoption intention on in situ booking intention and cross-platform booking intention. The managerial implications for hoteliers and online third-party hotel intermediaries are discussed.

    中文摘要..............................................................................................I Abstract ..............................................................................................II 誌謝.......................................................................................................III 目錄.......................................................................................................IV 圖目錄...................................................................................................VII 表目錄...................................................................................................VIII 1. 緒論...................................................................................................1 2. 文獻回顧與假設.............................................................................4 2.1 社會影響理論與線上旅館評論.................................................4 2.1.1 社會影響理論............................................................................4 2.1.2 線上旅館評論............................................................................5 2.2 線上旅館評論之資訊性影響......................................................9 2.2.1 評論論點強度.............................................................................9 2.2.2 評論效價雙向性.........................................................................9 2.3 線上旅館評論之規範性影響.......................................................10 2.3.1 旅館評等一致性..........................................................................10 2.3.2 評論來源可信度..........................................................................11 2.3.3 知覺評論數量...............................................................................12 2.4 線上旅館評論採用意願..................................................................13 2.5 線上訂房意願....................................................................................16 2.6 價格意識.............................................................................................18 3. 研究方法................................................................................................21 3.1 研究架構與操作性定義....................................................................21 3.1.1 研究架構...........................................................................................21 3.1.2 各潛在變項之操作性定義與衡量................................................22 3.2 研究設計與前測...................................................................................22 3.2.1 研究設計.............................................................................................22 3.2.2 問卷前測..............................................................................................23 3.3 樣本蒐集與基本資料............................................................................23 3.3.1 樣本蒐集..............................................................................................23 3.3.2 樣本基本資料......................................................................................24 4. 研究分析與結果........................................................................................26 4.1 信度與效度...............................................................................................26 4.2 結構方程模型與假設驗證......................................................................28 4.2.1 結構方程模型.........................................................................................28 4.2.2 假設驗證..................................................................................................29 4.3 價格意識的干擾效果驗證........................................................................30 5. 結論與建議.....................................................................................................33 5.1 研究結論.......................................................................................................33 5.1.1 線上旅館評論資訊性與規範性影響對評論採用意願之影響.........33 5.1.2 線上旅館評論採用意願對就地與跨平台訂房意願之影響.............34 5.1.3 價格意識之干擾效果..............................................................................35 5.2 管理意涵.......................................................................................................36 5.3 研究限制與建議...........................................................................................37 5.3.1 研究限制.....................................................................................................37 5.3.2 未來研究建議.............................................................................................38 6. 參考文獻...........................................................................................................39 附錄一、智遊網 (Expedia.com.tw) 線上旅館評論範例............................48 附錄二、各潛在變項衡量題項..........................................................................49 附錄三、潛在變項間之相關係數表..................................................................51

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