由於旅遊網站服務的深度和範圍已漸受重視，因此更完善地提升網站的服務來滿足旅客的需求，以改善線上旅遊規劃的體驗，已成為提升吸引力及競爭力的利器。本研究以知名旅遊公司的行動版網站作為個案，探討數位移民及數位原民在使用智慧型手機瀏覽旅遊網站搜尋資訊的過程中，對網站使用性的評價情形。國際標準化組織(International Standards Organization [ISO], 1998)將使用性定義為「幫助特定使用者在特定情境中，以有效能、有效率且滿意的方式使用，以達成操作目標」，本研究於參酌其定義後選定滿意度作為量測使用性的指標。先應用問卷調查法蒐集受測者對於41個題項的重要程度看法，以及對個案網站在41個題項的實際表現評價，採用滾雪球抽樣蒐集31位數位移民與38位數位原民的有效樣本，刪除信度(Cronbach’s α)未達0.7的8個題項，將33個題項納入分析。再應用重要性－表現分析探討數位移民及數位原民的評價異同情形，以及服務品質缺口分析與多元線性迴歸分析篩選出顯著影響滿意度的因素，最後訪談實務專家，藉由專家的實務經驗及見解，提出改進方案，以作為業者設計新版網站或改進現有網站的參考。

The travel website nowadays plays a key role in meeting and satisfying customers’ requirements concerning information collection and joyful experience in the travel planning process. The ways to deal with the rising travel business and keen competition are the pursuit of the suitable website design for providing good website usability. This study evaluates the mobile website usability of a famous travel company located in Taiwan to investigate the manner similarities and dissimilarities between the digital immigrants and digital natives. By drawing the International Standards Organization [ISO]’s (1998) definition of usability, which refers to “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use”, satisfaction is used as an index to measure the usability in this study. A questionnaire consisting of 41 question items is used to collect the opinions of 31 digital immigrants and 38 digital natives via snowball sampling process. Eight items with Cronbach’s α less than 0.7 are deleted and the remaining 33 items are analyzed. The importance-performance analysis method is firstly adopted to analyze the evaluation results and then the importance-performance gap, on the basis of service quality and e-service quality models, and multiple linear regression approaches are employed to sieve out the factors that significantly affect satisfaction while using mobile phones to browse the travel website. By interviewing the travel website expert, some improvement suggestions are proposed to reform the website design.

第一章 緒論 1
第一節 研究背景與問題 1
第二節 研究動機與目的 3
第三節 研究範圍與限制 4

第二章 文獻回顧 5
第一節 網站使用性 5
第二節 行動網路與行動版網站 10
第三節 旅遊資訊搜尋與旅遊網站 15
第四節 數位移民與數位原民 16
第五節 重要性－表現分析 18
第六節 服務品質與滿意度 19
第七節 文獻回顧總結 23

第三章 研究方法與實驗流程 25
第一節 研究流程 25
第二節 實驗設計 27
第三節 問卷設計 28
第四節 問卷調查 32
第五節 資料分析方法 32

第四章 研究結果與分析 35
第一節 信度分析 35
第二節 樣本結構分析 36
第三節 使用性重要程度與實際表現分析 41
第四節 重要性－表現分析 44
第五節 使用性的滿意度差異分析 53
第六節 多元線性迴歸分析 53
第七節 專家訪談 56

第五章 研究結論與建議 59
第一節 結論 59
第二節 建議 61

參考文獻 64

附錄 76

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