It is my pleasure to express my sincere gratitude to my supervisor Dr. Ming Hsiung Hsiao for his support, encouragement throughout the research process. He had devoted his valuable time and efforts in patiently guiding me to complete this thesis. I would like to convey my special thanks to him for his assistance and encouragement. During time in Taiwan, I learned many things and also experience from professors.
Next, I would like to send my grateful to my family who always encourage me in everything I did. Thank all of them for their love.
Finally, I would like to show my thankfulness to my friends, my classmates in STU. It’s really a best time for us to study and live together.

Abstract  i
Acknowledgment  iii
Table of Contents  iv
List of Tables  vi
List of Figures  vii
Chapter 1 Introduction  1
1.1  Research Background  1
1.2  Research Motivation  2
1.3  Purposes and Research Questions  5
1.4  Structure of the Thesis  6
Chapter 2 Literature Reviews  9
2.1  E- Tourism  9
2.1.1 Functional activities of e-commerce  10
2.1.2 Benefits of using internet for electronic tourism firms  11
2.1.3 Disadvantage of e-tourism  12
2.1.4 Customer expectation in e-tourism  12
2.1.5 Impact of internet on tourism industry  13
2.1.6 Threat of tourism websites  14
2.1.7 Barriers to introducing IT in small to medium sized hospitality organizations  15
2.2  Satisfaction in Tourism  17
2.3  Outline Satisfaction  18
2.4  Convenience  20
2.5  Merchandising  23
2.6  Site Design  25
2.7  Financial Security  27
2.8  Motivation  29
Chapter 3 Research Methods  30
3.1  Qualitative versus quantities approach  30
3.2  Method and Resource of Data Collection  31
3.3  Research Variable  32
3.4  Research Model and Hypothesis  32
3.5  Questionnaire Design  37
3.6  Sampling and Survey  38
Chapter 4 Research Results  40
4.1  Descriptive Statistics  41
4.1.1 Gender of the respondents  41
4.1.2 Age of the respondents  42
4.1.3 Experience of the respondents  42
4.1.4 Salary of the respondents  43
4.1.5 Time using website about tourism of the respondents  44
4.2  Construct Reliability  45
4.3  Factor Analysis  47
4.4  Correlation Coefficient  55
4.5  Multiple Regressions  55
4.6  Summary of Results  56
Chapter 5 Conclusions and Limitations  58
5.1  Conclusions  58
5.2  Suggestions  59
5.3  Limitations  59
References  60

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