隨著時代進步，網路科技日新月異，近年來，越來越多消費者選擇線上旅行社、訂房網站、旅遊比價網站等，進行旅遊資訊搜尋與線上購買行為。而科技技術創新，使得網路旅遊「比價」更加方便，旅遊比價網站之議題逐漸成為觀光學術與旅遊業者關注的焦點。因此，為探討旅客選擇旅遊比價網站的採用與購買行為，本研究以整合型科技接受模式為基礎，加上價格敏感度來建構旅客選擇旅遊比價網站之使用行為模式。在研究方法上，本研究以問卷調查的方式在桃園國際機場進行問卷發放，研究對象則透過立意抽樣法來針對有使用過旅遊比價網站經驗的旅客發放並回收有效問卷398份。研究結果顯示：價格敏感度對旅客選擇旅遊比價網站的行為意圖有所影響但對其使用行為則不顯著。而旅客選擇旅遊比價網站的努力預期與行為意圖並不顯著。至於便利條件與旅客的使用行為也不顯著。另外，旅客使用旅遊比價網站的行為意圖越高，則實際的使用行為也會越高。最後，本研究在學術上預期將有助於觀光旅遊領域增進旅遊比價網站使用行為模式建構之驗證，在實務管理上，亦提供旅遊比價網站及相關旅行業者在擬訂價格與行銷策略之參考。
With the rapid development of Internet technology, more and more consumers choose online travel agencies, booking websites and travel comparison websites to search for travel information and purchase online in recent years. Technological innovations have made it more convenient to "comparison" travel product through the Internet, and the issue of travel comparison websites has gradually become the focus of attention for tourism academics and travel industry practitioners. Based on the unified theory of acceptance and use of technology, the purpose of this study is to explore the effect of price sensitivity to further propose the use behavior model of travelers choosing travel comparison websites. Regarding the research methods, this study uses questionnaire survey to distributes questionnaires at Taoyuan International Airport, and the research objects use the purposive sampling method to collect 398 valid questionnaires for travelers who have experience in using travel comparison websites. Research results show that price sensitivity has an impact on travelers’ behavioral intention to choose travel price comparison websites but has no significant impact on their use behavior .However, travelers’ effort expectations and behavioral intentions in choosing travel price comparison websites are not significant. As for the facilitating conditions and use behavior of travelers, they are not significant either. In addition, the higher the intention of tourists to use travel comparison websites, the higher the actual usage behavior for travelers. Finally, this study is expected to be helpful in the field of tourism management to enhance the construction of the use behavior model of travelers using travel comparison websites. In the aspect of practical management, this study will also provide references for travel comparison websites and related travel agents in formulating prices and marketing strategies.
