| Summary: | 碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 93 === The main purpose of this study is to clarify differences in the perceptions of channel characteristic and consumer characteristic, and the choice models of travel products between physical travel product shoppers and online travel product shoppers.
In this study, we used questionnaire investigate method and collected the empirical data through two sources: We distributed questionnaires in government organizations and airport to consumers who have purchased travel products from traditional travel agencies, there were 235 valid samples collected. And we also distributed electronic questionnaires via Internet to consumers who have purchased travel products from travel websites, there were 225 valid samples collected.
The five main results as follow:
1.Consumers agree that traditional travel agencies provide better “customer service” and “product quality.”
2.Consumers also agree that travel websites provide better “time saving”, “shopping convenience”, “product price”and “merchandise assortment”.
3.The online travel product shoppers are higher “perceived risk” and “purchase involvement”.
4.The main consider factors which consumers purchase travel products are price, days, residences, scenic spots, and travel agency/travel website reputation.
5.The choice model which physical travel product shoppers use most often is “weighted adding strategy”, followed by “equal weight strategy” and “nonconjunctive model”. And the choice model which online travel product shoppers use most often is “nonconjunctive model”, followed by “weighted adding strategy” and “lexicographic model”.
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