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Title page for etd-0827113-121929


URN etd-0827113-121929 Statistics This thesis had been viewed 1014 times. Download 9 times.
Author Chao-Lung Cheng
Author's Email Address No Public.
Department Information Management
Year 2012 Semester 2
Degree Master Type of Document Master's Thesis
Language zh-TW.Big5 Chinese Page Count 82
Title Investigating the Influence of Web Site Process Quality on Purchasing Intention by Mediating of Perceived Value: A Case of Bed & Breakfast Web Sites
Keyword
  • Perceived Value
  • Website Service Quality
  • Purchase Intention
  • B&B
  • B&B
  • Purchase Intention
  • Website Service Quality
  • Perceived Value
  • Abstract According to the Tourism Bureau statistics of Taiwan B&B, the number of legal B&B in Taiwan has 3570. It shows that the B&B growing rate is decreasing, and only 15% B&B owners have its own websites. It seems that the Taiwan B&B market had getting mature and saturated. But now the customers who related on the Internet, B&B on the Internet still have a huge market. So how to attract customer would be a very important topic. Previous studies are focused on the discussions about B&B management and the customer including satisfaction, motivation and service quality. Seldom literatures focused on the quality of B&B websites to discuss the purchase intention of B&B products. Based on the e-marketing has become the important spread channel, this study tires to discuss the B&B values that the customers sense through the B&B websites, and then produce the B&B products of purchase intention. This study is based on the process quality of Collier and Bienstock﹐ and combines the multi-scale SERV-PERVAL of Petrick to verify its impact on purchase intention. The total of 263 valid questionnaires are collected, and analysis model by partial least squares (PLS) and Sobel test. The result shows that the process quality of B&B website affects customers’ sensing of B&B values; and emotional response and money price are the most important factors that impact purchase intention. Also perceived value has mediating factor in this model. The results of this study can provide B&B owners to reference the management of e-marketing, and academia for the B&B service of e-marketing.
    Advisor Committee
  • Shu-Chiung Lin - advisor
  • Huei-Huang Chen - co-chair
  • Sheng-Wei Lin - co-chair
  • Files indicate in-campus access only
    Date of Defense 2013-07-22 Date of Submission 2013-08-27


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