消費者愛用OTA嗎? 消費價值理論和創新抵制理論的應用

Abstract

網路訂房平台隨著餐旅產業的不斷成長，擠身成為近幾年全球市場最大的產業之一，資料顯示2016年網路訂房平台總收入達到5640億，到了2019年成長到7560億，許多專家更預計在2022年餐旅產業經濟可達到1兆900億。過去許多的研究都在探討網路訂房平台科技接受理論或顧客滿意度，比較少探討網路訂房平台顧客消費價值和創新阻礙，因此本研究的目的是探討對消費者而言網路訂房平台的價值和創新阻礙。本研究使用消費價值理論來探討對消費者的價值，及創新抵制理論來探討消費者對網路訂房平台的創新阻礙。研究方法使用問卷發放，包含了篩選題、消費價值理論題項、創新抵制題項以及描述性統計等題項，問卷使用網路發放且為立意抽樣。本研究信效度使用AMOS 24.0軟體進行檢驗，也透過專家效度檢驗問卷整題的效度，最後使用結構方程模型作路徑分析。本次問卷發放594份，有效問卷共570份。研究結果顯示消費價值理論裡中的功能價值、情感價值、社會價值、認知價值和條件價值對消費意願具有正向影響，在創新抵制理論裡的風險障礙、形象障礙、科技依賴和科技焦慮則對消費意願產生負向影響，調節分析包含性別、年齡、裝置使用和旅館會員對消費意願發生影響。Online travel agencies (OTAs) are growing tremendously in the hospitality industry and are one of the top industries contributing to the global market. In 2016, OTAs have earned $564.87 billion and has grown to $756 billion in 2019. Experts has also predicted that this trend of increase earnings will continue into the future to $1091 billion by the year 2022. Previous research has focused on technology acceptance and customer’s satisfaction and has rarely explored customers value and resistance to the purchase intention towards OTAs. The purpose of this study is to determine the consumer values and resistance of OTAs in order to help OTA service providers better optimize their website or application for consumers. This research employed the Theory of Consumption Value and Innovation Resistance Theory to determine the values that motivate consumers and resistance barriers that makes consumers stay away from OTAs. A questionnaire including screening questions, innovation resistance, consumption values and demographic details were distributed using purposive sampling. Descriptive information and reliability test will be conducted through AMOS 24.0. The validity examination will be validated with experts and structural equation method to determine the influences between the variables. A total of 594 questionnaire results were collected with 570 valid responses. The results indicate that the all the theory of consumption value, functional, emotional, social, conditional and epistemic value all had significantly positive association towards purchase intention in OTAs. In contrast, from the innovation resistance theory, risk and image barrier as well as the extended technology dependence and anxiety all had a significant negative influence towards purchase intention. Subsequently, gender, age, device usage and hotel membership status all had some moderating effects on purchase intention towards OTAs.