| Summary: | 碩士 === 國立暨南國際大學 === 資訊管理學系 === 102 === Recently, the concept of leisure and travel got attention toTaiwanses and national tourism has become an important issue. Home-run B&Bs offer consumers differ service from hotel service to meet the consumer experience with close to expectations of nature. However, most B&Bs lack adequent IT capability to offer Internet related service.. Moerver, many online tourist websites do not provide B&B reservation service, making visitors feel a high degree of risk to choose B&B accommodation. This study investigated the relationship between information completeness proviced by B&B and the risk perception of comsumers. We also investigated the moderating effects of different consumers type on the relationship.Puli Township, Nantou County, and for the regional paper Taomi church visitors were used for the context of website design and traverlers for experiment. Tourists were asked to finish questionnaire survey after viewing three virtual network site. A total of 103 valid questionnaires were collected. The results show the consumers’ perceived risk is affected by the completeness of information provided by B&B websites and the extent of effecting is affected by the consumer’s information seeking orientation.Finally, this study suggests that B&B itself should provide more complete information for reducing consumers’ perceived risk.
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