本研究旨在探討消費者對台灣旅遊網站服務屬性之認知重要性程度，並依據不同之網站服務功能進行市場區隔。經由因素分析萃取出旅遊網站主要服務功能包括交易服務、旅遊資訊服務、促銷資訊服務、溝通互動服務及會員服務等五項服務功能。最後依據因素分析結果所得五項旅遊網站服務功能，利用群組分析將填答者分成重視不同網站服務功能之集群，研究結果顯示，填答者依據其對不同網站服務功能之偏好，可歸類成旅遊與促銷資訊服務重視群、會員服務重視群及交易服務重視群等三個群組。相關研究結果可供旅行社業者在未來研擬網站服務行銷策略時參考。

This paper empirically investigates the perceived importance of the website service
attributes in travel agencies, and segments the website service market in Taiwan based on
these. The results from a factor analysis indicate that transaction service, travel information
service, promotional information service, interactive service, and membership service are the
crucial service factors of websites in travel agencies. Through a cluster analysis, three
segments of the website service market in travel agencies - namely, travel and promotional
information services preferred group, membership service preferred group, and transaction
service preferred group - are identified. Practical implications for the marketing strategies of
website services in travel agencies are discussed, and directions for future research are also
presented.