| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 104 === This study intends to investigate the behavioral process of consumers searching and purchasing tourism products on online travel agency platforms. The Information Systems Success Model was applied as the main framework of this study, and risk perception and network platform value is incorporated for further analysis. The research subjects of this study were users who have used online travel agency platforms within a year, the snowball sampling method was used to distribute surveys online, with a total of 384 surveys distributed, 320 valid surveys, and a 83% valid response rate. Descriptive statistics, confirmatory factor analysis and structural equation modeling methods were applied to the collected data to conduct hypothesis testing. The results of this study are as follows: most users of online tourism platforms are female, age 25 (included) and under, with a monthly income 23,000 (included) and under; the most frequently used platform is Lion Travel Service’s online platform; a good network platform quality will increase consumer network platform value and satisfaction, and will encourage further consumer behavior intention. The study also finds that consumer satisfaction and behavior intention is low when there is a high risk perception. Finally, relative suggestions are provided according to the results of this study as reference for online travel agency platforms.
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