方進義Fang, Chin-Yi魏婉茜Wei, Wan-Chien2023-12-082028-02-152023-12-082023https://etds.lib.ntnu.edu.tw/thesis/detail/4cb0dfac5b25983f8f5fd931baf94338/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/121669網際網路的普及已完全改變了旅遊資訊的傳播以及搜尋資訊的方式，越來越多消費者的旅館住宿，都是透過網路直接完成訂房。而網路上多元的選擇對於消費者也許是個優勢，但是當資訊量過於龐大或複雜時，消費者就有可能感到不知所措，而影響其決策行為。本研究目的係調查消費者進行線上訂房時，是否因價格複雜性及替代方案吸引力而產生消費者資訊困惑，並驗證是否影響決策延遲性與購買意圖。本研究亦納入家庭生命週期進行跨群組分析比較，進一步探討不同家庭生命週期的消費者在面臨困惑時，對於訂房決策影響之差異。本研究以問卷調查法進行分析，參考過去文獻建構之消費者資訊困惑、價格複雜性、替代方案吸引力、決策延遲性與購買意圖5個構面，共32個題項，共蒐集問卷394份有效樣本，以統計軟體SPSS 23.0與AMOS 24.0，進行結構方程模型分析，以及家庭生命週期之跨群組比較。結果顯示，價格複雜性及替代方案吸引力，顯著影響消費者資訊困惑，並同時顯著影響決策延遲性及購買意圖。而家庭生命週期之跨群組分析中得知，年輕單身無小孩的階段，受價格複雜性影響消費者困惑的程度較其它群組高，替代方案吸引力影響消費者困惑，及消費者困惑影響決策延遲性與購買意圖的程度，則是子女超過18歲或空巢期的階段較高。最後提出建議：一、業者應注意網路上的價格資訊是否過於複雜易導致消費者困惑。二、建議著重於經營少數明星商品，減少消費者的選擇，刺激消費者加速決策時間，相對降低選擇其他競爭者的機會與風險。三、了解不同家庭生命週期客群的消費決策特性，降低消費者資訊困惑產生的機會。More and more people make their travel plans by searching for information and making their hotel reservations directly on the internet. Therefore, understanding consumers’ needs when they make online reservations, the pain points encountered, and how it affects the behavior of travelers to make reservation decisions, is an important issue that cannot be ignored for hoteliers or online booking service providers. The purpose of this research is to investigate whether consumer confusion happens due to price complexity and alternative attractiveness when making online reservations, and to verify the relationship between consumer confusion and the decision postponement and purchase intentions. This research data was collected 394 valid respondents through online questionnaires for consumers who have used hotel online booking channels. The data has been analyzed by SPSS 23.0 and Amos 24.0. The results show that price complexity and alternative attractiveness significantly affect consumer confusion, and consumer confusion also significantly affects decision postponemnet and purchase intention. This study incorporates the family life cycle as a multi-group comparison. And further to explored consumers who are single without children are more confused by price complexity than other family life stages. The empty nest group more confused by alternatives attractiveness and more easy to influence on purchase intention. According to the results of this study, some management suggestions are put forward: 1. Hoteliers should pay attention to whether the price information presented on the Internet is too complicated and may cause confusion to consumers. 2. In addition to reducing consumer confusion, hotels may focus on the sales of star product instead of too many choices to speed up their decision time and relatively reduce the risk of choosing other competitors. 3. Through the multi-group comparison of the family life cycle, understand the consumption decision-making characteristics of different customer groups, in order to reduce the chance of customer confusion may occur.消費者困惑價格複雜性替代方案吸引力訂房決策家庭生命週期Consumer ConfusionPrice ComplexityAlternative AttractivenessOnline Booking DecisionFamily Life Cycleetd