在資訊科技發展引領之下，根據資策會國內電子商務近況調查，台灣的旅館網站無論是住宿、餐飲、健身或溫泉方面皆已擁有大量使用者。基於此優勢，旅館業者透過電子商務行銷產品與服務為刻不容緩之重要議題。
旅館網站的功能與設計能刺激線上瀏覽者之購買意圖嗎？在全球e化的時代，旅館網站與電子商務整合的平台已成為必然趨勢。本研究問題以網路使用者觀點來探討旅館網站的資訊品質、視覺美感以及知覺易用性對線上購買意圖之影響。以台灣地區使用網路訂房之消費者為研究對象，採用網路問卷調查方式進行量化實證研究，有效問卷數為364份，以Anova統計方法經由SPSS工具進行分析，藉以了解旅館網站邁向電子商務領域的相關策略。
研究結果發現網站的資訊品質、視覺美感以及知覺易用性對線上購買意圖皆有顯著關係，期盼將研究結果提供旅館經營者建置網站時之參考及未來研究者延伸探討之依循。
According to the latest census by MIC, the users of hotels website were increased widely no matter the aspects of accommodation, food and beverage or health and spa since the progress of the information technology. Thus, hotel operators take this advantage to develop the e-commerce websites will become an important issue.
Whether the design and function of hotel websites can stimulate online consumers’ purchasing intention? This study focused on the effect of hotel website information quality, visual aesthetics and perceived user friendliness to the online purchasing intention. The subject of the research is the internet users. The effective questionnaire number of the empirical study is 364, and it analyzed by ANOVA via SPSS. This study attempts to understand the strategies about hotels website to the field of e-commerce.
The results of the study found that the hotel website information quality, visual aesthetics and perceived user friendliness to the online purchasing intention have significant relations. Hopefully, the results will be helpful to the hotel operators for establishing their websites and future researchers for extension study reference.
