[[alternative]]THE STUDY OF E--COMMERCE BUSINESS MODEL IN THE TRAVEL PRODUCTS

[[abstract]] 近年來，台灣的電子商務旅遊市場快速成長，已成為消費者新的交易管道與機會。本研究以曾透過網路購買旅遊產品的消費者為研究對象，並應用線性結構方程模式探討服務品質、科技接受、知覺風險、節省交易成本、滿意度與行為意圖之關係。以立意抽樣和平均配額抽樣方法針對曾購買過電子商務旅遊產品之消費者為對象，進行電子問卷之發放，共發出8,000份問卷，有效問卷回收450份。實證結果發現：服務品質、科技接受均會正向影響節省交易成本與滿意度，而知覺風險會負向影響節省交易成本與滿意度；服務品質、科技接受、知覺風險均會藉由節省交易成本與滿意度影響行為意圖。最後，本研究從消費者層面出發，提供一些結論與建議，期能提供實務界之參考。[[abstract]] In recent years, electronic commerce (E-Commerce) travel market has grown fastly and created new opportunities for businesses as well as consumers. This study investigated the relationships between service quality, technology acceptance, perceived risk, save transaction cost, satisfaction and derivative behavioral intentions for consumers who purchased e-commerce travel products. A structured questionnaire was designed to collect the empirical data for using equal allocation sampling and purposive sampling. A total of 8,000 questionnaires were delivered and 450 effective samples were obtained from the e-mail interview. The results reveal that all service quality and technology acceptance have positive direct on save transaction cost and satisfaction, and perceived risk has negative direct on save transaction cost and satisfaction while all service quality, technology acceptance and perceived risk mediated by save transaction cost and satisfaction have a impact on behavioral intentions. The result of this study provides some conclusions and suggestions from consumer’s view point that can give researchers some inspirations and references within this field