此研究之目的，係在探討旅遊者行為意圖之重要因子，研究中建立了「線上旅遊接受模型(OTAAM)」，用以瞭解旅遊者是如何感知並選擇「線上旅遊(OTA)網站」，「理性行為理論(TRA)」及「科技接受模型(TAM)」為此研究之理論基礎，在採用「Google表單」執行線上調查獲得相關數據後，運用「結構方程模型(SEM)」研究方法來檢測假設模型，研究結論說明了「有用性認知」、「愉悅性認知」及「信賴性認知」等三項指標，可用來預測「使用OTA網站的態度」，而「使用OTA網站的態度」對「使用OTA網站的意向」有著強烈且正向的影響，這些結果與歷史文獻中的研究發現一致，「易用性認知」及「網站服務品質」等兩項指標，對「使用OTA網站的態度」無顯著的影響，此研究中已探討可能導致此結果的原因，另外，此研究亦提供了管理實務建議事項，可供臺灣企業管理階層於制訂行銷策略時參考運用，用以增進公司OTA網站之效能，企業經理人可致力於強化重要因子(有用性認知、愉悅性認知、信賴性認知)的展現，塑造「喜愛使用OTA網站的態度」，隨後，旅遊者「使用OTA網站的意向」將自動被喜愛的態度激發出來，相關可行之建議事項已於文中述明，供讀者參考運用。

The purpose of this study is to explore important factors which can explain travelers’ behavioral intention. Online Travel Agency Acceptance Model (OTAAM) was proposed to understand how travelers perceive and choose OTA websites. The Theory of Reasoned Action (TRA) and the Technology Acceptance Model (TAM) were adopted to support this study. The online survey was done through “Google Forms”, and structure equation modeling (SEM) method was applied to test the model. The results tell us that perceived usefulness, perceived enjoyment, and perceived trustworthiness are the three predictors of attitude toward using OTA websites, and then attitude toward using OTA websites has a strongly significant and positive impact on intention to use OTA websites. These results are in line with the findings from previous literatures. Perceived ease of use and website service quality do not significantly affect attitude toward using OTA websites. The possible reasons are discussed. This study provides managerial implications to managers in Taiwan who design marketing strategies to improve the performance of their OTA websites. Managers should do more efforts on the important factors (perceived usefulness, perceived trustworthiness, perceived enjoyment) which can cause favorable attitude toward using OTA websites. Then, travelers’ intention to use OTA websites will be triggered by their favorable attitude automatically. Practical recommendations are provided for reference.

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