| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 102 === The development of the Internet in tourism industry begins in 1994 and the emergence of online travel agencies makes travel information public online. Currently, the travel-related service is connected because of the Internet. The purpose of study is to investigate the consumers’ recognition and attitude towards the Lion Travel website. In order to understand the perceived quality, perceived value, brand image, customer satisfaction, and the repurchase intention, the purpose of this paper is to highlight key issues in adopting SEM technique to test hypotheses. A total of 1,000 questionnaires were delivered to registered users of the Lion Travel website who purchased products online, 370 were returned. The result reveals that with the increase in customer’s satisfaction, their intention to repurchase rises. It is expected that the results of this study is able to provide relevant marketing strategies and reference for academic and managerial implications. Moreover, this study can provide travel agencies with some information for developing online services.
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