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標題: 以感性工程探討網路旅遊服務之情緒層面
A Study on the Emotional Perspective of Internet Tourism Services Using Kansei Engineering
作者: 江伊棠
Chiang, Yi-Tang
關鍵字: Kansei Engineering;感性工程;Emotion;E-service;Internet tourism services;Association rules;Decision tree;Service science;情緒;電子化服務;網路旅遊;關聯法則;決策樹;服務科學
出版社: 科技管理研究所
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本研究以網路服務為例,結合感性工程(Kansei Engineering)架構模型與S-O-R(Stimulus-Organism-Response)架構,運用資料探勘技術中的關聯法則(Association rules)和決策樹(Decision tree),探勘出消費者的感性需求和旅遊網站的服務功能的設計元素間的關聯性,以及對於消費者行為意願之規則。

The shifts of the overall economy from goods to services and information-oriented economy lead to the emergence of web-based service industries. Numerous e-service firms has been facing sheer industrial competition, because they adopt the low cost strategy to gain market share and neglect to provide better e-service quality from the cognition and emotion perspectives. Consumers induce positive and negative emotions via the service contact with e-service websites, so consumers' emotional states are affected by these websites leading to the different behavior and intention for using e-service websites. Therefore, it is able to increase the consumer's revisit intention by getting a better understanding of their emotional knowledge, and contribute to the sales of e-service products on the Internet.
This thesis develops a methodology based on Kansei Engineering and the S-O-R(Stimulus-Organism-Response) framework—to determine useful pattern from the emotional perspective. The internet tourism service is used as an example to illustrate the proposed methodology. Association rules and decision tree approaches are used to discover the rules between consumers' emotional needs and design elements in internet tourism services as well as the consumers' behavioral intention.
The study identifies important emotional factors and shows that there are meaningful relationships between emotional factors and the certain design elements as well as the revisit intention. Internet tourism service firms can utilize these rules in developing new services. The proposed methodology can help them design better services that better meet consumers' emotional needs and improve their differentiation competence.
其他識別: U0005-2308201006591100
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