第五章 結論與建議
第三節 研究限制與建議
一、研究範圍與限制
為達到本研究目地，對於研究對象的設定與研究內容的範圍，說明如下：
（一）本研究受限於時間與成本的考量，並未進行縱斷面的研究。
（二）研究對象為偏向購買現有的套裝行程而非專業玩家或會自行規劃行程者。
（三）為便於成本的節省與抽樣的方便，抽樣方法採用便利抽樣。因此本研究在消費者 的代表性方面，難免會有所缺失的部份。
（四）本研究縮限範圍探討旅遊網站中「資訊內容」對顧客購買意願的影響，因此選用 WebQual 中「資訊適合」構念的問項，而非採用整個線上網站服務品質的量表來 測量。
（五）本研究為旅遊網站內容、知覺價值、信任、購買意願與推薦意願等構面間的關係，
進行初步的探討，因為尚未有學者為這五個構面進行整合性的研究，因此在結構 方程模型配適度指標上不甚理想，因此相關研究有待後續學者進行修正與延伸的 研究。
二、後續研究建議
在未來後續相關研究方面，本研究提供以下幾點建議：
（一）影響消費者選購線上旅遊網站的因素是個相當複雜的歷程，其中可能涉及了個人 的生活背景、瀏覽動機、消費能力等因素。因此後續研究若可加入一些因素當做調節因 子，應該能讓模型的解釋能力更加完整。
（二）將來研究者可進一步與購物網站合作，以便長期研究消費者生命週期中的各個階 段，如做消費決策前與決策後的結果是否有差異。此外，研究也可探討會員與非會員間 對旅遊網站評價的差異。
（三）本研究取樣的有效樣本為 228 份，可能因為樣本數太小的關係而影響結構方程模 型配適度數據的研究結果，往後研究者在研究上，建議應需要蒐集更大的樣本數為佳。
參考文獻
中文文獻
1. 旅行業管理規則，民 97 年。
2. 李茂能，「SEM 適配度指標的潛藏問題：最佳模式難求」，測驗統計年刊，第十 六輯，17-30 頁，2006 年 9 月。
3. 陳寬裕，王正華，論文統計分析實務：SPSS與AMOS的運用，五南圖書出版股 份有限公司，台北，民國 99 年。
4. 吳明隆，涂金堂，SPSS與統計應用分析，五南圖書出版股份有限公司，台北，
民國 94 年。
5. 邱顯貴，楊亨利，「電子商務網站信任管理之研究」，中華管理評論，Vol. 6，No.5，
152~175 頁，2003 年十月。
6. 邱顯貴，楊亨利，「線上購物網站值得消費者信任的因素之研究」，資訊社會研 究(5)，139-174 頁，2003 年 7 月。
7. 葉雅慧，「應用網際網路推動觀光產業之研究─以南投旅遊網為例」，國立台灣 大學，建築與城鄉研究所碩士，民國 90 年。
8. 施宇澤，「臺灣旅遊網站內容之分析-以整體階段發展為觀點」，靜宜大學，企業 管理學系碩士，民國 90 年。
9. 林佩蓉，「旅遊網站服務品質對顧客關係利益影響之研究」，大葉大學，工業關 係學系碩士班，民國 92 年。
10. 胡凱傑，「應用服務品質量表與知覺價值模式探討旅客再消費意願之影響因素：
以汽車客運業為例」，國立交通大學，運輸科技與管理學系博士，民國 92 年。
11. Anderson, Sweeney, Williams著，商用統計學，李麗貞譯，曉園出版社，台北，民 國 85 年。
英文文獻
12. Anderson, Eugene W. “Customer Satisfaction and Word of Mouth,＂ Journal of Service Research, 1(1), pp.5-17, 1998.
13. Anderson, J. C., & Gerbing, D. W. “Structural equation modeling in practice: A review and recommended two-step approach,＂ Psychological Bulletin, 103, pp. 411-423, 1988.
14. Anderson, J. C., & Narus, J. A. “A Model of Distributor Firm and Manufacturer Firm Working Partnerships,“ Journal of Marketing, 54(1), pp. 42–58, 1990.
15. Arndt, Johan. “The Role of Product-Related Conversation in the Diffusion of a New Product,＂ Journal of Marketing Research, 4, pp.291-295, 1976.
16. Awad, Neveen F. and Ragowsky, Arik. “Establishing Trust in Electronic Commerce Through Online Word of Mouth: An Examination Across Genders,＂ Journal of Management Information Systems , 24(4), pp. 101–121, 2008.
17. Bagozzi, Richard P
."Structural equation models are modelling tools with many ambiguities: Comments acknowledging the need for caution and humility in their use,"
Journal of Consumer Psychology ,20, pp 208-214, 2010.
18. Bansal, H. S., and Voyer, P. A. “Word-of-Mouth Processes within a Service Purchase Decision Context,＂ Journal of Service Research, 3(2), pp.166-177, 2000.
19. Beckett, A., Hewer, P., Howcroft, B. “An Exposition of Consumer Behavior In the Financial Services Industry,＂ International Journal of Bank Marketing, 18(1), pp.15-26, 2000.
20. Bentler, Peter M. "SEM with simplicity and accuracy," Journal of Consumer Psychology,
20, pp 215-220, 2010.
21. Biswas, Abhijit. “The Moderating Role of Brand Familiarity in Reference Price Perceptions,＂ Journal of Business Research, 25(3), November, pp. 251-262, 1992.
22. Chang, Tung-Zong and Wildt, Albert R. “Price, Product Information, and Purchase
Intention: An Empirical Study,＂ Journal of the Academy of Marketing Science, 22(1), pp.
16-27, 1994.
23. Chen, Zhan and Dubinsky, Alan J. “A Conceptual Model of Perceived Customer Value in E-Commerce: A Preliminary Investigation,＂ Psychology and Marketing, 20(4): pp. 323–347, 2003.
24. Chiou, Jyh-Shen, Wu, Lei-Yu and Chuang, Min-Chieh. “Antecedents of Retailer Loyalty:
Simultaneously Investigating Channel Push and Consumer Pull Effects,＂ Journal of Business Research, 63, pp. 431–438, 2010.
25. Davis, D.L., Guiltinan, J.G., Jones, W.H. “Service Characteristics, Consumer Research and the Classification of Retail Services,＂ J Retailing, 55(Fall), pp.3-21, 1978.
26. Davis, F.D. “Perceived usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,＂ Management Information Systems Quarterly
,
13,
3, pp. 319–340, 1989.
27. Dodds, B. W., Monroe, K. B., & Grewal, D.“Effects of Price, Bands and Store
Information on Buyers＇Product Evaluation,＂ Journal of Marketing Research, 28(3), pp.
307-319, 1991.
28. Dodds, W. B. and Monroe, K. B. “The Effect of Brand and Price Information on Subjective Product Evaluations,＂ Advances in Consumer Research, 12, pp.85-90, 1985.
29. Emest, Dichter. ＂How Word-of-Mouth Advertising Works,＂ Harvard Business Review, 44(6), pp.147-160, 1966.
30. Fabrigar, Leandre R., Porter, Ronald D., Norris, Meghan E. "Some things you should
know about structural equation modeling but never thought to ask," Journal of Consumer Psychology, 20, pp 221-225, 2010.
31. Fishbein, M. and Ajzen, I. Beliefs. “Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading,＂ MA: Addison-Wesley, 1975.
32. Gee, C. Y., Makens, J. C., “The Travel Industry,＂ New York: VanNor strand Reinheld,
1990.
33. Gremler, D.D., Gwinner, K.P. and Brown, S.W. “Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships,＂ International Journal of Service Industry Management, 12(1), pp. 44-59, 2001.
34. Harrison-Walker, L. J. “The Measurement of Word-of-Mouth Communication and an Investigation of service Quality and Customer Commitment as Potential Antecedents,＂
Journal of Service Research, 4(1), pp.60-75, 2001
35. Hartline MD, Jones KC. “Employee Performance Cues in a Hotel Service Environment:
Influence on Perceived Service Quality, Value and Word-of-Mouth Intentions,＂ J Bus Res ,35, pp. 207-215, 1996.
36. Iacobucci, Dawn. "Everything You Always Wanted to Know about SEM Structural Equations Modeling but were Afraid to Ask," Journal of Consumer Psychology,19, pp.
673-680, 2009.
37. Iacobucci, Dawn. " Structural equations modeling: Fit Indices, sample size and advanced topics,"Journal of Consumer Psychology, 20, pp. 90-98, 2010.
38. Jeong, Miyoung and Lambert, Carolyn U. “Adaptation of an Information Quality
Framework to Measure Customers＇ Behavioral Intentions to Use Lodging Web Sites,＂
Hospitality Management , 20, pp. 129-146, 2001.
39. Jin-Soo Lee, Ki-Joon Back . “Examining Antecedents and Consequences of Brand Personality in the Upper-Upscale Business Hotel Segment,＂ Journal of Travel &
Tourism Marketing, 27(2), pp.132-150, 2010.
40. Kim, Taegoo (Terry), Kim, Woo Gon and Kim, Hong-Bumm. “The Effects of Perceived Justice on Recovery Satisfaction, Trust, Word-of-Mouth, and Revisit Intention in Upscale Hotels,＂ Tourism Management, 30, pp. 51-62, 2009.
41. Lau, Geok Theng and Na, Sophia. “Individual and Situational Factors Influencing Negative Word-of-Mouth Behavior,＂ Canadian Journal of Administrative Sciences,
18(3), pp.163-178, 2001.
42. Loiacono, E. T., Watson, R. T., Goodhue, D. L. “WebQual: An Instrument for
Consumer Evaluation of Web Sites,＂ International Journal of Electronic Commerce, 11, pp. 51-87, 2007 .
43. Maxham III, J.G. “Service Recovery＇s Influence on Consumer Satisfaction, Positive Word-of-Mouth, and Purchase Intentions,＂ Journal of Business Research, 54, pp.
11–24, 2001.
44. McKnight, D. Harrison. and Choudhury, Vivek. and Kacmar, Charles. “Developing and Validating Trust Measures for e-Commerce: An Integrative Typology,＂Information Systems Research, 13(3), pp. 334–359, 2002.
45. McKnight, D. Harrison and Cummings, Larry L and Chervany, Norman L. “Initial Trust Formation in New Organizational Relationships,＂ The Academy of Management Review, Jul, 23(3), pp.473–490, 1998.
46.
Mcknight, D. Harrison and Kacmar, Charles J. and Choudhury, Vivek.“Shifting Factors and the Ineffectiveness of Third Party Assurance Seals: A Two-Stage Model of Initial Trust in a Web Business,＂ Electronic Markets, 14(3), pp.252-266, 2004.
47. Monroe, K. B. and Krishnan, R. “The Effect of Price on Subjective Product
Evaluations,＂ in Perceived Quality: How Consumers View Stores and Merchandise,＂
Jacoby, J. and Olson J. C. (Eds). Lexiington, MA: Lexiington Books. pp.209-232, 1985.
48. Moorman, C., Zaltman, G., & Deshpande, R. “Relationships between Providers and Users of Market Research: The dynamics of Trust within and between Organizations,＂
Journal of Marketing Research, 29(3), pp. 314-328, 1992.
49. Parasuraman, H., Zeithaml, Z.A. and Malhotra, A. “E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality,＂ Journal of Service Research, 7(3), pp.
213-233, 2005.
50. Priester, Joseph R. " The use of structural equation models in Consumer Psychology: A methodological dialogue on its contributions, cautions, and concerns," Journal of Consumer Psychology
,
20, pp. 205-207, 2010.51. Schiffman, L.G. & Kanuk, L.L. ＂Prentice-Hall, Upper Saddle River,＂ Consumer Behavior, NJ, 2000.
52. Sichtmann, Christina. “An analysis of antecedents and consequences of trust in a corporate brand,＂ European Journal of Marketing , 41(9), pp. 999-1015, 2007.
53. Slama, M.E. and Tashchian, A. “Selected Socioeconomic and Demographic
Characteristics Association with Purchasing Involvement,＂ Journal of Marketing, 49, pp.72-82, 1985.
54. Steenkamp, Jan-Benedict E.M. and Geyskens, Inge. “How Country Characteristics Affect the Perceived Value of Web Sites,＂ Journal of Marketing, 70, pp. 136-150, 2006.
55. Sun, T., Youn, S., Wu, G., and Kuntaraporn, M. "Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences,＂ Journal of Computer-Mediated Communication
,
article 11, 2006.56. Wirtz, J. and Chew, P. “The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behavior,＂ International Journal of Service Industry Management, 13(2), pp.141-162, 2002.
57. Wirtz, Jochen and Chew, Patricia. “The Effect of Incentives, Deal Proneness, Satisfaction and Tie Teas, R. K. and Agarwal, S. “Quality Cues and Perceptions of Value: an Examination of the Mediation Effects of Quality and Sacrifice Perceptions,＂
Iowa State University Working Paper #37.6: Iowa State University, 1997.
58. Wolfinbarger, M. and Gilly, M. C. “.comQ: Dimensionalizing, Measuring and Predicting Quality of The E-tail Experience,＂ Marketing Science Institute, Cambridge, MA,
Working Paper pp.02-100, 2002.
59. Yoon, Sung - Joon. “The Antecedents and Consequences of Trust in Online-Purchase
Decisions,＂ Journal of Interactive Marketing , 16(2), pp. 47-63, 2002.
60. Zeithaml, V.A. “Consumer Perceptions of Prices, Quality, and Value: a Means-End Model and Synthesis of Evidence,＂ Journal of Marketing ,52 pp.2-22, 1988 .
61. Zeithaml, V.A., Berry, L., Parasuraman, A. “The Nature and Determinants of Customer Expectations of Services,＂ J Acad Mark Sci, 21(Winter), pp.1-12, 1993.
62. Zeithaml, V.A., Parasuraman, A., Berry, L. “Problems and Strategies in Services Marketing,＂ J Mark, 49(Spring), pp. 33–46, 1985.
63. Zeithaml, Valarie A., Parasuraman, A. and Malhotra, Arvind. “A Conceptual Framework for Understanding e-Service Quality: Implications for Future Research and Managerial Practice,＂ Marketing Science Institute, Cambridge, MA, working paper, report pp.
00-115, 2000.
附錄一
五.此部份想瞭解您對旅遊網站內容的購買意願
極同意 同意 普通 不同意 極不同意
1.我有意願購買旅遊網站所提供的商品 □ □ □ □ □ 2 我會考慮用旅遊網站上標示的價格購買商品 □ □ □ □ □ 3.我考慮購買的可能性很大 □ □ □ □ □ 六. 此部份想瞭解您向他人推薦該旅遊網站的可能性
1 我可能會幫該旅遊網站說好話 □ □ □ □ □ 2.我可能會向朋友推薦該旅遊網站 □ □ □ □ □ 3.如果我的朋友想出外旅遊的話，
我會建議對方試試該旅遊網站 □ □ □ □ □ 七.個人基本資料
性別：□男 □女
年齡：□20 歲以下 □21-30 歲 □31-40 歲 □41-50 歲 □51 歲以上 學歷：□國小以下. □國中 □高中(職) □專科或大學 □研究所以上 職業：□學生 □軍人 □公教人員 □高科技產業人員 □金融業 □自營業
□一般工、商、服務人員 □自由業 □家庭主婦 □已退休 □其他 至今您出國遊玩的次數大約為：
□0 次 □1 次 □2 次 □3 次 □4 次 □5 次以上 婚姻狀況：□單身 □已婚有小孩 □已婚無小孩
每月收入：□10,000 元以下 □10,001~20,000 □20,001~30,000
□30,001~40,000 □40,001~50,000 □50,001 元以上