Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22516
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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摘要: 
由於整體經濟從產品轉移到服務,以及資訊經濟和網際網路快速地擴張的影響,使得眾多以網路為基礎的服務產業興起,許多業者為了增加市佔率而採低價競爭策略,使其面對價格策略和同質性服務競爭的強大壓力,而忽略了感性層面的因素於電子化服務的涉入。消費者的情緒狀態受電子化服務或服務網站的影響,透過與服務網站使用之服務接觸產生不同的情緒因子,包括正向及反向情緒,所造成消費者對於服務網站的行為意願的不同,所以透過了解情緒層面的知識可以來增進消費者的再造訪意願,進而對服務商品的銷售有正面助益。
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。
根據本研究之結果,發現消費者的感性因子與網路服務的設計功能之間的高度關聯規則和重要的感性因子,以及消費者的感性因子對於再造訪意願的規則關係。網路旅遊提供者可以透過應用這些規則於新服務開發流程中,設計出滿足消費者的感性需求的服務,以提升企業服務的差異化能力。

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.
URI: http://hdl.handle.net/11455/22516
其他識別: U0005-2308201006591100
Appears in Collections:科技管理研究所

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