電子商務在近幾十年來快速的發展，使得網路已成為重要旅遊相關資訊和消費的管道。為求瞭解消費者之購物行為，本研究應用線性結構方程模式進行科技接受、知覺風險、交易成本、服務品質、線上購買滿意度與購後行為間關係之探討。以立意抽樣針對曾購買過旅行社網路通路旅遊產品之消費者進行電子問卷發放，共發出2,000份問卷，最後回收有效問卷853份。實證結果顯示，知覺風險、交易成本節省知覺和服務品質會影響線上購買滿意度，並轉而間接影響購後行為。此外，旅遊產品類別也會調節線上知覺風險、交易成本節省知覺、服務品質與線上購買滿意度間之路徑關係。另外，消費者產品涉入在線上購買滿意度與購後行為間之路徑具有調節效果。最令人驚訝的是，高涉入者與購買國外旅遊產品者之線上知覺風險會正向影響其線上購買滿意度。最後，一些對於旅行社網路通路之重要的管理意涵也在內容中被討論。 E-commerce business grows substantially in decades, the travel website is fundamentally built the way tourism-related information is distributed and how buyers plan for and consume travel products. This study discusses consumers’ e-satisfaction and derivative behavioral intentions of the Internet on travel agency. An email survey was conducted to collect empirical data on e-travel agency shoppers in Taiwan. A total of 2,000 questionnaires were delivered and 853 effective samples obtained. The empirical results reveal that e-satisfaction is influenced by online risk, reduced transaction cost and service quality that then indirectly affects post-purchase behaviors. Furthermore, the travel product types show its moderating effects on those constructs to e-satisfaction. Additionally, product involvement has a moderating effect on e-satisfaction to post-purchase behavior. Surprisingly, online risk appears to positively influence e-satisfaction, since the provision of product information by travel agencies allows consumers to distinguish good-reputation online travel agencies form bad ones. It enhances e-satisfaction. Finally, some policy implications for the travel industry were also discussed.
