| Summary: | 碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業管理碩士在職專班 === 104 === ABSTRACT
Chunghwa Telecom launched Transportation and Tourism Department in 2011 in order to support the development of Taiwan's tourism industry. Chunghwa Telecom possesses ICT (Information and Communication Technology) and cloud technology, marketing and operational resources, which in alliances with Taiwan's tourism industry, providing a smart sightseeing and travel e-commerce platform named“HiNet tourism clouds”.
In this fierce competitive environment, enterprises need to enhance their ability to understand the factors influence customers when making decisions in order to meet the needs of consumers, and at the same time increase their profit margins. In this study, questionnaire survey was adapted. Opinions of 400 customers who have ever purchased tourism products from HiNet tourism Clouds were gathered. For corporate image, cus-tomers agreed that "Chunghwa Telecom is professional", "Chunghwa Telecom can be trusted ", and" consumer transactions in Chunghwa Telecom network were secure and private ". For consumer behavior, there are more consumers who purchased domestic tourism and single products(Only purchase one of accommodations or air tickets or travel vouchers.) than foreign tourism and travel packages. Base on the findings, HiNet tourism cloud can consider providing more foreign tourism packages and discounted products to enhance market competitiveness on this platform.
This study aims to analyze consumers who consume through the Internet about the correlation of corporate image, perceived risk while gathering information, and the willingness to perform the transactions. The results of this study are expected to enhance the Chunghwa Telecom HiNet tourism cloud and as a reference for e-commerce platforms and information services of leisure and tourism industry.
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