旅游电子商务网站服务质量感知的影响因素分析——以携程旅行网（www．ctrip．com）为例

Influence factors of undergraduates＇ perception to service quality of tourism E-commerce site：a case study of CTRIP（www. ctrip, com）

本文通过综述前人研究成果，构建旅游电子商务网站感知质量概念模型：由网站系统管理（可进入性、导航性能、网站外观）、信息服务（准确性、适用性、易懂性）、商务交流（信任感、互动性、交易性）三个维度九个因子层面组成，借鉴国外成熟的WEBQUAL量表，设计新的调查量表（WEBQUAL on Tourism E—Commerce），以携程旅行网为例，提出3个假设：假设期望一实际感知间差异性显著（H1）；假设个人属性对实际感知影响显著（H2）；假设网站服务质量各组成维度（九个因子）对整体服务质量的感知评价影响显著（H3），以调查旅游电子商务网站服务质量感知的影响因素。采用问卷调查方法，运用SPSS11.5统计软件，通过个人属性、期望感知与居民感知的显著性差异分析、组成维度对整体服务质量感知的回归分析，主要结论为：①研究假设H1成立；②研究假设H2不成立；③假设H3部分成立；④整体服务质量感知影响显著，成为网站感知质量的首要影响变量。

Based on the previous research, this paper establishes the conceptual model of perception evaluation of tourism Ecommerce wehsite, which is made up of three dimensions （nine factors） ： system management of wehsite （accessibility, navigation performance, website appearance）, information service （ accuracy, applicability, understandability）, business service （ reliability, interaction and transaction）. Then this paper constructs a new investigation scale （WEBQUAL on Tourism E-Commerce） with using mature WEBQUAL scale for reference and sets up following hypothesis to survey the influence factors to the tourism E-commerce web sites service quality perception： there is a significant difference between the expectation perception and the actual perception （ H1 ） ; The personal attribute has a significant influence to actual perception（H2） ; The component dimensions （ 9 factors） of Websites service quality have a significant influence to the perception and evaluation of the web sites＇ whole quality （ H3 ）. Then the paper launches questionnaires to student majoring in tourism management in Hubei university with taking www. CTRIP. corn as an example with using the SPSS11.5, and gets four eonclusions：（1） There is significant differences between the expectation perception and the actual perception of Web-sites＇ service quality, so the research hypothesis H1 is partial correct. （2）The difference between individual factors such as undergraduates＇ sex,member＇s attributes and network-using circumstance etc. do not make a significant influence to the actual perception of CTRIP service quality,so the research hypothesis H2 doesn＇t correct;（3）The nine factors do not make the same level influence to the holistie quality of the website service,information service （includes accuracy, applicability, understandability）, business service （includes reliability,interaction and transaction） have strong positive correlation with the holistie service quality of wehsite, except of system management of website （including accessibility, navigation performance and website appearance）. So hypothesis 3 is correet;（4）Then this pa＇per sets up a regression equation of perception evaluation to the holistic service quality of website excluding the factors of systemic management variable.