| Summary: | 碩士 === 明新科技大學 === 服務事業管理研究所 === 99 === With the progress of science and technology, the global online shopping market is increasing year by year. Online store is becoming an important shopping channel for consumers. The travel merchandises is an important category of online shopping and more and more consumers shopping travel merchandises online. Many tourism businesses have involved the online virtual channels and enabling their consumers to buy package tours online. The relationship between the e-travel service quality and package tours service quality needs to pay attention and this is the main purpose of this study. The samples are customers who had purchased package tours on travel websites. The research proposed a conceptual model to explore the relationships among e-travel service quality, online shopping attitudes, package tours service quality, consumer satisfaction and repurchase intention. 254 samples were collected. The results of structural equation model are as follows: first, the effects of e-travel service quality on online shopping attitudes, package tour service quality and customer satisfaction are positive; second, the effects of online shopping attitudes on package tour service quality, customer satisfaction and repurchase intention are positive; third, the effects of package tour service quality on customer satisfaction and repurchase intention are positive.
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