選用旅行社或旅遊電子商務平台之消費者行為轉變因素之研究

CNU IR > College of Sustainable Environment and Recreation > Dept. of Tourism Management > Dissertations and Theses > Item 310902800/33910

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Title:	選用旅行社或旅遊電子商務平台之消費者行為轉變因素之研究 A Study Of The Factors Of Consumer Switching Behaviors Between Travel Agencies And Travel E-Commerce Platform 近一世紀以來，在科技技術不斷優化與提升之下，網路與電子商務已成為人們生活中不可或缺的一部分，許多消費者逐漸轉向使用旅遊電子商務平台而捨棄傳統旅行社來規畫觀光旅遊行程。本研究運用Ravenstein (1880) 提出的推拉因素理論，研究消費者在選擇使用旅遊規劃媒介(旅行社vs.旅遊電子商務平台)的消費行為轉變原因。本研究採用深度訪談法，訪談了15位有使用旅行社與旅遊電子商務平台經驗的消費者，歸納出兩類型消費行為轉變模式，並歸結出兩類型消費行為轉變模式的推動與拉動因素。本研究之結果可提供觀光旅遊學術領域在消費者選擇旅遊規劃媒介的消費行為轉變因素方面的新資訊，也能提供旅行社經營業者寶貴的消費者洞見，以作為商業經營模式策略規劃之參考。 As technology is continuously evolving, people are getting more and more used to and reply on internet and e-commerce in recent decade. As a result, some people switch from traditional travel agencies to online travel e-commerce platforms to organize travel itinerary or purchase travel package. I apply Ravenstein’s (1880) push- and pull-factor theory to study the reasons behind customer’s switching behaviors when they choose travel planning service providers. I conducted in-depth interview with 15 participants who have experiences of using both travel agencies and online travel e-commerce platforms to understand the reason of their switching behaviors. I concluded two patterns of switching behaviors and their respective push- and pull-factors. The result of this study is able to fill the gap of tourism and travel academic research on the information of customer’s switching behaviors of choosing travel planning service providers as well as provide valuable customer insights to travel agencies for their future business strategic planning.
Authors:	古潔銥
Contributors:	觀光事業管理系王怡潔戴文惠
Keywords:	旅行社旅遊電子商務推拉理論深度訪談法(In-Depth Interview) 消費行為轉變 Travel agency Online travel e-commerce Push- and Pull-factor theory In-Depth interview Customer switching behavior
Date:	2020
Issue Date:	2022-10-21 10:28:35 (UTC+8)
Relation:	學年度：108， 102頁
Appears in Collections:	[Dept. of Tourism Management] Dissertations and Theses

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