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博碩士論文 etd-0425103-131927 詳細資訊
Title page for etd-0425103-131927
論文名稱
Title
電子商務對旅行業經營管理影響之研究
The Effects of Electronic Commerce on Business Management of Travel Agencies
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
109
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2003-04-23
繳交日期
Date of Submission
2003-04-25
關鍵字
Keywords
旅行業、中間化、電子商務、不確定性、交易成本、策略
E-commerce, Strategy, Travel Agencies, Travel Industry, Internet marketing
統計
Statistics
本論文已被瀏覽 5665 次,被下載 10289
The thesis/dissertation has been browsed 5665 times, has been downloaded 10289 times.
中文摘要
傳統旅行業單純交易導向的角色與地位,已因為網際網路的發展與網上交易日趨頻繁,而被迫改變。現今旅行業者首先必須了解本身是否擁有品牌形象、銷售能力、旅遊專業與網站管理等「資源優勢」,分析所處經營環境與同業間相對「競爭優勢」;包括:品牌優勢、成本優勢、人力優勢、服務優勢、價格優勢與產品優勢之後。深思如何採取電子商務經營策略,增加與旅遊消費者的互動程度和提供附加價值高的旅遊商品,以獲取財務績效、產品績效、形象績效、人力績效與市場績效等「績效優勢」已成為旅行業者經營管理上首要的課題。換言之,旅行業者在電子商務的影響下,如何維持在觀光旅遊銷售通路中,中間商的角色、地位與存在價值;避免來自旅遊上游供應商與旅遊消費者「去中間化」政策的影響,塑造「再中間化」的附加價值,包括:降低交易成本、增加銷售服務、提供資訊服務、促進產品研發、維持產品品質、調節淡旺供需、承擔經營風險與提升經營績效等。因此,合理的電子商務經營模式可以在旅遊交易過程中,讓旅遊消費者、旅行業上游供應商與旅行業者三方在考量環境、公司、行為、程序與產品等「不確定性」因素;與來自旅遊上游供應商與旅行業者之間仲介成本、監督成本、協調成本與流通成本等交易成本;及旅遊消費者與旅行業之間搜尋成本、資訊取得成本、風險成本與流通成本等「交易成本」下。如何使消費者達到最佳的旅遊滿意度、旅行業上游供應商與旅行業者皆能賺取合理利潤創造三贏的局面,使電子商務的發展對於旅行業者的影響不僅是消極衝擊而已,更是積極轉型經營管理技術與哲學的契機。本論文之研究方法為「縱向式調查」與「三階段設計」,在研究過程中從事三階段的特定時點;調查台灣地區電子商務對旅行業經營管理影響趨勢之研究,用以更客觀描述與解釋台灣地區電子商務對旅行業經營管理影響的變化情形。第一階段採取探索性、定性研究,釐清觀念性架構,包括:中間化、去中間化與再中間化、不確定性、交易成本、資源優勢、競爭優勢與績效優勢。第二階段採實證性、定量研究,分析資源優勢、競爭優勢與績效優勢的構面因素;並提出綜合與甲種旅行業者發展電子商務具體可行策略。第三階段採縱向性、定量研究,確認資源優勢、競爭優勢與績效優勢構面因素;並驗證彼此因果關係。最後,建構「旅行業電子商務經營模式理論」。

Abstract
Electronic commerce model has made an impact on the travel industry of Taiwan. There are multiple distribution channels in the Internet while new technology customers have already inclined to buy straight from the supplier’s Web site, especially a price-sensitive customer who loves to shop around will remain the natural constituent of an on-line travel agency. In my view, Travel agencies should know their resource including brand image, travel professional knowledge, selling capacity and E-Commerce management know how. In order to get travel product, brand, service, and price competitive advantages. How to adopt an optimal EC strategy in order to acquire travel reputation, financial, product, market, and employee performance advantages is the key issue of travel agencies. Furthermore, considering the environment, company, behavior, procedure and product uncertainties and transaction costs; travel agencies may construct an optimal transaction model for consumers; related business industry and themselves. This study uses multiple methods to collect data from multiple sources in order to improve its validity including qualitative and quantitative surveys. Besides, adopting longitudinal survey and three-stage research designs. The results provide us with an in-depth understanding of the impact of EC on the performance of travel agencies and explore more effective mechanisms for maintaining their competitive advantages. The high development of EC which has had revolutionary effect in the travel industry, especially travel agencies. Finally, the study has proposed an optimal EC business strategy model and contributed travel EC business theory to the travel agent business management.

目次 Table of Contents
目 錄

論文提要 II
中文摘要 III
Abstract IV
誌 謝 詞 V

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 4
第四節 預期貢獻 6
第五節 論文架構 7
第二章 文獻回顧 8
第一節 中間化、去中間化與再中間化 8
第二節 不確定性考量 19
第三節 交易成本考量 21
第四節 資源優勢 24
第五節 競爭優勢 26
第六節 績效優勢 32
第三章 研究設計 34
第一節 研究架構 34
第二節 研究方法 35
第三節 研究對象與研究時程 36
第四章 分析電子商務對旅行業經營管理之影響 38
第一節 深度訪談問卷型態 38
第二節 抽樣設計 38
第三節 調查過程與結果 39
第四節 分析方法 39
第五節 研究發現 41
第六節 本章結論與建議 60
第五章 探討旅行業電子商務發展之策略 62
第一節 問卷調查型態 62
第二節 抽樣設計 62
第三節 調查過程與結果 64
第四節 分析方法 64
第五節 實證研究發現 65
第六節 本章結論 72
第六章 建構旅行業電子商務經營模式之理論 73
第一節 問卷調查型態 73
第二節 抽樣設計 73
第三節 調查過程與結果 74
第四節 分析方法 76
第五節 研究假設檢定 78
第六節 構面理論模式與配適度檢定 84
第七節 本章結論 87
第七章 結論與建議 90
第一節 結論 90
第二節 對後續研究的建議 94
中文參考文獻 95
英文參考文獻(Reference) 97
網路參考資料 103
附錄一、訪談大綱 104
附錄二、第二階段定量研究問卷調查表 105
附錄三、第三階段定量研究問卷調查表 107

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