| 摘要: | 中華電信為了支持台灣的觀光產業發展，在2011年成立交通旅遊處，運用中華電信專業的ICT(資通訊技術)及雲端技術、行銷和營運資源，結合台灣觀光產業業者，提供一個全方位的智慧觀光旅遊服務-HiNet旅遊雲。
面臨競爭激烈的環境，企業為了提昇自身能力，需要瞭解顧客作決定的考量要素，以滿足消費者之需求，增加企業獲利空間。本研究以問卷調查法，針對400位曾經購買過中華電信HiNet旅遊雲之產品消費者進行意見收集，得知在企業形象方面，以「中華電信具有專業性的地位」、「中華電信給大眾的形象是可以被信賴的」,和「消費者對於中華電信在網路交易安全機制以及隱私保密性是給予肯定的評價」;消費行為方面，消費者在中華電信HiNet旅遊雲上以國內旅遊與單一商品(只購買住宿訂房、機票或旅遊票券其中一項者)居多，在國外旅遊與套裝行程的購買意願則稍嫌不足，基此，中華電信可針對國外旅遊部份提供更多套裝行程作為選擇或採取旅遊套裝產品折扣促銷，以提升平台在這部份的市場競爭力，爭取消費者的購買意願；本研究旨在對透過網路交易之消費者，分析其對購買標的之企業形象、取得資訊過程的認知風險，與實際進行交易的意願，研究結果期望能對中華電信HiNet旅遊雲網站做出提升商機的建議，並作為休閒旅遊產業之資訊服務系統及電子商務平台發展參考。
Chunghwa Telecom launched Transportation and Tourism Department in 2011 in order to support the development of Taiwan's tourism industry. Chunghwa Telecom possesses ICT (Information and Communication Technology) and cloud technology, marketing and operational resources, which in alliances with Taiwan's tourism industry, providing a smart sightseeing and travel e-commerce platform named“HiNet tourism clouds”.
In this fierce competitive environment, enterprises need to enhance their ability to understand the factors influence customers when making decisions in order to meet the needs of consumers, and at the same time increase their profit margins. In this study, questionnaire survey was adapted. Opinions of 400 customers who have ever purchased tourism products from HiNet tourism Clouds were gathered. For corporate image, cus-tomers agreed that "Chunghwa Telecom is professional", "Chunghwa Telecom can be trusted ", and" consumer transactions in Chunghwa Telecom network were secure and private ". For consumer behavior, there are more consumers who purchased domestic tourism and single products(Only purchase one of accommodations or air tickets or travel vouchers.) than foreign tourism and travel packages. Base on the findings, HiNet tourism cloud can consider providing more foreign tourism packages and discounted products to enhance market competitiveness on this platform.
This study aims to analyze consumers who consume through the Internet about the correlation of corporate image, perceived risk while gathering information, and the willingness to perform the transactions. The results of this study are expected to enhance the Chunghwa Telecom HiNet tourism cloud and as a reference for e-commerce platforms and information services of leisure and tourism industry. |
