本研究探討消費者在實體與線上通路購買旅遊商品，對於通路特徵及消費者特徵的 知覺差異，並進一步比較此兩種購買方式在選擇決策模式之異同。本研究採用問卷調 查。研究結果顯示，消費者認為實體旅行社能提供最佳的「客戶服務」，旅遊網站則是 在「節省時間」，而線上購買方式具有較高「知覺風險」和「購買涉入」。研究亦發現消 費者購買旅遊商品之主要考量因素為價格、天數、住宿安排及景點安排等因素。在選擇 決策模式方面，實體購買方式之消費者最常使用的選擇決策模式為「權重相加法」，其 次為「相等權重法」；而線上購買方式之消費者最常使用的選擇決策模式為「非連結模 式」，其次為「權重相加法」。

The study investigate the differences of perceptions of channel characteristic and consumer characteristic, and the choice models of travel products between physical travel product shoppers and online travel product shoppers. This study used questionnaire survey. The results show that consumers perceive traditional travel agencies provide best “customer service,” and travel websites provide best “time saving”. The online travel product shoppers are higher “perceived risk” and “purchase involvement”. The results also indicate that consumers consider travel products base on price, days, destinations, scenic spots, and travel agency/travel website reputation. The choice model which physical travel product shoppers use most often is “weighted adding strategy”, followed by “equal weight strategy”. On the other hand, the choice model which online travel product shoppers use most often is “nonconjunctive model”, followed by “weighted adding strategy”.