飯店網路行銷一直是現代業者所要面臨的問題，在這資訊發展成熟的時代，飯店訂房服務，也越來越多使用者在網路上完成，但是有這麼多訂房網站提供相似的服務，到底哪些因素會影響使用者的行為及購買，是值得我們去探討的。這當中當然包含網頁的設計，或是提供的服務，也會透過使用者的消費經驗、或是意見分享、使用者的滿意度，來影響使用者在網路訂房上購買之行為。
本研究以自由行族群之使用者為問卷對象，針對顧客關係管理、網路行銷、互動性、使用者滿意度、使用者行為意象進行調查，總計發出200份問卷，共回收180份問卷，經過濾後有效問卷為151份問卷。
整理有效問卷後，依據自由行族群對於顧客關係管理、網路行銷、互動性、使用者滿意度、使用者行為意象去探討網路行銷的影響。使用各項分析方法，來判定研究假設是否成立。

Hotel internet marketing has always been a modern industry to face the problem, in this era of mature information development, hotel reservation services, but more and more users on the internet to complete, but there are so many booking sites to provide similar services, in the end which factors will affect the user's behavior and purchase, it is worth our discussion. This of course includes the design of the web page, or the services provided, but also through the user's consumer experience, or opinion sharing, user satisfaction, to affect the user's behavior on the internet reservation purchase.
In this study, a total of 200 questionnaires were sent out, 180 questionnaires were collected, and 151 questionnaires were validly filtered for customer relationship management, network marketing, interactivity, user satisfaction and user behavior images.
After organizing the effective questionnaire, the influence of free travel group on customer relationship management, internet marketing, interactivity, user satisfaction and user behavior image is discussed. Use various analytical methods to determine whether the study hypothesis is true.

論文審定書………..……..…………………………………………………………………….i
誌謝……………….……..…………………………………………………………………….ii
摘要 iii
ABSTRACT iv
目錄 v
表目錄 vii
第一章緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究流程 2
第二章 文獻探討 4
第一節 顧客關係管理 4
第二節 網路行銷及網路廣告 10
第三節 網路互動性及行為意象 15
第三章 研究設計 18
第一節 研究架構與假說 18
第二節 操作型定義及衡量方法 19
第三節 問卷架構 22
第四節 分析方法 27
第五節 內容效度檢測結果 28
第四章 資料分析與討論 31
第一節 敘述性統計分析 31
第二節 項目分析 40
第三節 信度分析 41
第四節 研究變項之相關分析 42
第五節 顧客使用意象之分析 43
第六節 ANOVA分析 47
第五章 結論與建議 65
第一節 研究結果與討論 65
第二節 管理意涵 67
第三節 研究限制與後續研究方向 68
參考文獻 70
附錄1：專家效度問卷 75
附錄2：研究問卷 78


圖目錄
圖1-1研究流程 3
圖2-1林東清的CRM前後台架構分類 4
圖2-2Lunenburg & Ornstein的溝通模式 12
圖2-3 Deighton的溝通模式圖 14
圖3-1研究架構 18
圖4-1顧客關係管理次數直方圖 37
圖4-2網路行銷次數直方圖 38
圖4-3互動性次數直方圖 38
圖4-4使用者滿意度次數直方圖 39
圖4-5使用者行為意象次數直方圖 39

 
表目錄
表2-1顧客關係管理定義整理 5
表3-1各構面操作型定義 19
表3-2顧客關係管理衡量問項 20
表3-3網路行銷衡量問項 20
表3-4互動性衡量問項 21
表3-5使用者滿意度衡量問項 21
表3-6使用者行為意象衡量問項 22
表3-7內容效度檢定分析表 29
表4-1性別、年齡、職業基本資料分析表（樣本數151） 32
表4-2教育程度、瀏覽網站次數基本資料分析表（樣本數151） 33
表4-3居住城市、常上的訂房網站基本資料分析表（樣本數151） 33
表4-4居住城市、月收入基本資料分析表（樣本數151） 34
表4-5顧客關係管理構面分析表 35
表4-6網路行銷構面分析表 35
表4-7互動性構面分析表 36
表4-8使用者滿意度構面分析表 36
表4-9使用者行為意象構面分析表 37
表4-10獨立樣本T檢定分析表 40
表4-11研究構面信度分析表 41
表4-12本研究構面之Pearson相關分析表 42
表4-13顧客關係管理、網路行銷預測互動性之迴歸係數摘要表 43
表4-14顧客關係管理、網路行銷預測使用者行為意象之迴歸係數摘要表 44
表4-15互動性預測使用者滿意度之迴歸係數摘要表 45
表4-16使用者滿意度預測使用者行為意象之迴歸係數摘要表 46
表4-17迴歸方法驗證假設結果彙整表 46
表4-18性別與變項之ANOVA分析表 47
表4-19年齡與變項之ANOVA分析表 48
表4-20教育程度與變項之ANOVA分析表 50
表4-21目前居住的縣市與變項之ANOVA分析表 52
表4-22目前的職業與變項之ANOVA分析表 55
表4-23瀏覽過訂房網站次數與變項之ANOVA分析表 59
表4-24最常上的訂房網站與變項之ANOVA分析表 61
表4-25月收入與變項之ANOVA分析表 63

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