| Summary: | 碩士 === 中華大學 === 企業管理學系碩士班 === 101 === In this study, we focus on the study of consumer behavior toward online booking websites. The samples was randomly selected from the consumers at the headquarter of Taiwan Youth Hostel. The questionnaire is modified from the first pre-test questionnaire for its validity. We conducted the sample data analysis, reliability analysis, chi-square test, qualitative research with 150 questionnaires. The results show that the consumers choose online booking for three reasons: 1.convenience; 2.pirce competitiveness; 3comparison.Regarding individual factors, the education background and the number of group tourists will affect consumers’ satisfaction. In addition, the study also surveyed consumers expectation and opinions toward the proposal of innovative social booking website.
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