CONSUMERS'' SELECTION OF ONLINE TRAVEL PRODUCTS--AN APPLICATION OF FUZZY AHP

• Main Authors: Li-min Wang, 王麗敏
• Other Authors: Chung-ling Chen
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/r5q28h

碩士 === 南華大學 === 旅遊事業管理研究所 === 95 === 　　The potential business, brought by the Internet and electronic business, bristles the travel websites, providing consumers with a single and convenient travel experience. Consumers can find the travel products and information they need on these websites. With numerous travel contents and information. What are the factors that help determine consumers'' final decision？How do these factors influence consumers'' choices？Accordingly, this research is aimed to offer consumers'' some assessing criteria, a definite referential value for the criteria of consumers. 　　 　　To begin with, literature about the considerable factors of consumer''s selection of online travel products will be reviewed. Then, with factor analysis, the framework of how consumers rate online travel products will be constructed. At last, with FAHP the proportion of these factors that consumers consider for the selection of online travel products will be also discussed. The results are 1.that there are 17criteria and 5 assessed objects, and 2.that the top five criteria in order are: the guarantee of clients'' personal information, the security of online business transactions, the quality of the products, the contract and the contents of the products.