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URN etd-0715109-122920 Statistics This thesis had been viewed 3455 times. Download 3404 times. Author Shu-hui Hsu Author's Email Address No Public. Department Management Business Administration Year 2008 Semester 2 Degree Master Type of Document Master's Thesis Language zh-TW.Big5 Chinese Page Count 99 Title Exploring the Effects of Technology Readiness on Perceived Service Quality, Perceived Risk, Relationship Quality and Continuance Intention for the Self-Travel Service Websites Keyword Technology Readiness Index Perceived Service Quality Intention of Continuous Usage Relationship Quality Perceived Risk Perceived Risk Relationship Quality Intention of Continuous Usage Perceived Service Quality Technology Readiness Index Abstract For recent years, follow with the continuously climbing population of traveling, individual traveling market has become around 60% of total amount of domestic and overseas traveling population ( Tourism Bureau, M.O.T.C, 2008 ). To deal with the growth of individual traveling market, self-traveling service websites have become more and more important. Therefore, this thesis research is to study how should the self-traveling service website provide individualized service to satisfy customers’ travel demand in accordance with their use habit and the acceptance for up-to-date technology, enhance self-traveling service website’s quality to keep the willingness of customers to continually use self-traveling service website as well as developing potential customers; and then enhance the enterprise’s competitiveness.
This research is based on the customers who have the experience of using self-traveling services. We first developed the hypothesis and the questionnaire through literature review and then perform the survey using the questionnaire. Finally, we use the SPSS as the tool to do the reliability and validity analysis, factor analysis, correlation analysis and regression analysis to validate the hypothesis found.
The results of this thesis research indicate that:
1.The customer's technology readiness positively influences the perceived service quality.
2.The customer's perceived service quality positively influences the relationship quality.
3.The customer's relationship quality positively influences the intention of continuous usage.
Advisor Committee Huei-Huang Chen - advisor
Shih-Chih Chen - co-chair
Yi-Ming Tai - co-chair
Files Date of Defense 2009-06-24 Date of Submission 2009-07-18