吳瑋楠

高玉婷

商學院

工商管理博士學位(DBA)課程(中文學制)

博士

2023

聽障顧客線上旅遊消費意願研究 : 基於網站服務質量視角

A study on the online purchase intention of hearing impaired travellers : based on the perspective website service quality

聽力障礙顧客 ; 線上平台 ; 網站服務質量 ; 消費信任 ; 朋輩影響 ; 購買意願

Hearing Impaired Customers ; Online Platform ; Website Service Quality ; Consumer Trust ; Peer Influence ; Purchase Intention

公開日期：6/6/2027

本研究基於計劃行為理論和消費決策過程理論，探討網站服務質量對線上旅遊消費意願的作用機制，並進一步研究消費信任的中介作用和朋輩影響的調節作用。透過對中國內地、中國香港和中國澳門的聽力障礙人士進行問卷調查，共收集有效問卷328份。研究採用SPSS 27.0與AMOS 26進行人口基本情況分析、描述性分析、共同方法偏差檢驗、多重共線性分析、信度分析、效度分析、驗證性因素分析、差異分析及結構方程模型路徑等數據分析，使用Bootstrap方法進行5000次自助抽樣計算所有因素負荷量和路徑係數的顯著性，以檢驗研究設定的假設。
研究結果發現：
（1）網站服務質量由美學設計、網站功能、實用性、互動性和安全性五個測量維度構成。其中，實用性是最關鍵的影響因素，對聽力障礙顧客的購買意願有顯著影響。
（2）網站服務質量對網購消費信任有顯著影響，標準化係數分別為0.232，0.148，0.25，0.24和0.123。
（3）消費信任顯著影響購買意願。
（4）消費信任對網站服務質量與購買意願有仲介影響效果。
（5）朋輩影響對消費信任與購買意願有調節影響作用，由朋輩中的學習，從衆和比較三種機制組成。
以上結論擴展了不同顧客群體線上旅遊消費意願的研究，促進了旅遊業各個細分市場發展，最後討論了研究結果對管理的影響以及未來的研究方向。

Based on the Theory of Planned Behaviour and the Theory of Consumption Decision Process, this study aims to investigate the mechanism of website service quality on online travel consumption intention, and to further study the mediating role of consumption trust and the moderating role of peer influence. A total of 328 valid questionnaires were collected through a questionnaire survey among the hearing impaired in Mainland China, Hong Kong, China and Macau, China. SPSS 27.0 and AMOS 26 were used to analyse the data, including basic demographic analysis, descriptive analysis, common method bias test, multiple covariate analysis, reliability analysis, validity analysis, confirmatory factor analysis, analysis of variance, and structural equation modelling (SEM) pathways, etc. Bootstrap method was used to conduct 5000 self-sample calculations of the loadings of all the factors and the significance of the coefficients of the pathways. sgnificance to test the assumptions set by the study.
The results of the study found that:
(1) Website service quality is composed of five measurement dimensions: aesthetic design, website functionality, usefulness, interactivity and security. Among them, practicality is the most critical factor, which has a significant impact on the purchase intention of hearing-impaired customers.
(2) Website service quality has a significant effect on online shopping consumer trust, with standardised coefficients of 0.232, 0.148, 0.25, 0.24 and 0.123 respectively.
(3) Consumer trust significantly affects purchase intention.
(4) Consumer trust has a mediating effect on service quality and purchase intention.
(5) Peer influence has a moderating effect on consumer trust and purchase intention, which consists of the three mechanisms of learning, following and comparing among peers.
The above conclusions extend the research on online travelling consumer sentiment of different customer groups and promote the development of various market segments in the tourism industry. Finally, the implications of the findings for management and future research directions are discussed.

2024

中文

251

致 謝 I
摘 要 II
Abstract IV
圖目錄 XI
表目錄 XII
第一章 緒 論 1
1.1 研究背景 1
1.2 研究目的與研究目標 10
1.2.1研究目的 11
1.2.2研究目標 11
1.3 研究意義 12
1.3.1 實踐意義 12
1.3.2 理論意義 13
1.3.3 研究框架與流程 14
第二章 相關概念與理論基礎 17
2.1 聽障顧客的相關研究 17
2.1.1 身障顧客的分類 18
2.1.2 聽障顧客的特徵 27
2.1.3 研究現狀 28
2.2 無障礙旅遊 30
2.2.1 無障礙旅遊的界定 30
2.2.2 分類 34
2.2.3 研究現狀 35
2.3 計劃行為理論(Theory of Planned Behavior,TPB) 39
2.3.1 計劃行為理論的概述 39
2.3.3 計劃行為理論在本研究的應用 47
2.4 消費決策過程理論 48
2.4.1 消費決策過程理論的概述 48
2.4.2 消費決策過程在本研究的應用 52
2.5 網站服務質量 53
2.5.1 網站服務質量的界定 53
2.5.2 網站服務質量的研究現狀 57
2.6 消費信任 62
2.6.1 消費信任的界定 62
2.6.2 消費信任的研究現狀 65
2.7 朋輩影響 66
2.7.1 朋輩影響的界定 66
2.7.2 朋輩影響的研究現狀 68
2.8 購買意願 69
2.8.1 購買意願的界定 69
2.8.2 購買意願的研究現狀 72
2.9 變量之間的探討 73
第三章 研究設計與實施 80
3.1 研究假設與模型 80
3.1.1 研究假設 80
3.1.2 研究模型 86
3.2 研究方法 87
3.2.1 量化研究 87
3.2.2 研究變量分析 89
3.3 問卷設計 101
3.3.1 問卷結構 101
3.3.2 問卷量表 102
3.4 分析方法 103
3.4.1 信度分析 103
3.4.2 效度分析 104
3.4.3 描述性統計分析 104
3.4.4 共同方法偏差檢驗 105
3.4.5 多重共綫性分析 106
3.4.6 差異性分析 106
3.4.7 結構方程模型 107
3.5 問卷預調研 108
3.5.1 問卷前測 108
3.5.2 預調研樣本情況 109
3.5.3 預調研信度分析 111
3.5.4 預調研效度分析 112
3.5.5 預調研共同方法偏差檢驗 113
3.5.6 正式問卷抽樣方法及調查方式 114
3.5.7 正式問卷抽樣時間地點 115
第四章 數據分析 117
4.1 正式問卷樣本人口基本情況 117
4.2 正式問卷描述性統計分析 120
4.3 正式問卷信度分析 123
4.4 正式問卷驗證性因子分析 124
4.5 聽障人士的聽損程度對購買意願的差異性分析 130
4.6 多重共線性檢驗 131
4.7 正式問卷結構方程模型路徑分析 132
4.8 正式問卷仲介假設檢驗 135
4.9 正式問卷調節假設檢驗 137
4.10 本章小結 139
第五章 結論與展望 140
5.1 數據研究結果與討論 140
5.1.1 不同聽損程度的顧客對購買意願的影響研究 140
5.1.2 網站服務質量對購買意願的影響研究 141
5.1.3 網站服務質量對消費信任的影響研究 144
5.1.4 消費信任對購買意願的影響研究 146
5.1.5 消費信任對網站服務質量與購買意願的仲介影響研究 147
5.1.6 朋輩影響對消費信任與購買意願的影響研究 148
5.2 理論貢獻 149
5.3 現實意義 150
5.4 管理建議 151
5.5 研究不足與展望 156
參考文獻 157
作者簡歷 246
附 錄 248

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