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I924I92.2.17912v894180292423II912()()TheEffectsofElectronicCommerceonBusinessManagementofTravelAgencies8941802109()()LeoHuang()()Hsien-TangTsai()()Iuan-YuanLu,Chang-YungLiu,Huei-MeiLiang,Yueh-HsiuLin,Yi-MinLiIIIIVAbstractElectroniccommercemodelhasmadeanimpactonthetravelindustryofTaiwan.TherearemultipledistributionchannelsintheInternetwhilenewtechnologycustomershavealreadyinclinedtobuystraightfromthesupplier’sWebsite,especiallyaprice-sensitivecustomerwholovestoshoparoundwillremainthenaturalconstituentofanon-linetravelagency.Inmyview,Travelagenciesshouldknowtheirresourceincludingbrandimage,travelprofessionalknowledge,sellingcapacityandE-Commercemanagementknowhow.Inordertogettravelproduct,brand,service,andpricecompetitiveadvantages.HowtoadoptanoptimalECstrategyinordertoacquiretravelreputation,financial,product,market,andemployeeperformanceadvantagesisthekeyissueoftravelagencies.Furthermore,consideringtheenvironment,company,behavior,procedureandproductuncertaintiesandtransactioncosts;travelagenciesmayconstructanoptimaltransactionmodelforconsumers;relatedbusinessindustryandthemselves.Thisstudyusesmultiplemethodstocollectdatafrommultiplesourcesinordertoimproveitsvalidityincludingqualitativeandquantitativesurveys.Besides,adoptinglongitudinalsurveyandthree-stageresearchdesigns.Theresultsprovideuswithanin-depthunderstandingoftheimpactofEContheperformanceoftravelagenciesandexploremoreeffectivemechanismsformaintainingtheircompetitiveadvantages.ThehighdevelopmentofECwhichhashadrevolutionaryeffectinthetravelindustry,especiallytravelagencies.Finally,thestudyhasproposedanoptimalECbusinessstrategymodelandcontributedtravelECbusinesstheorytothetravelagentbusinessmanagement.keywordsInternetmarketing,E-commerce,Strategy,TravelIndustry,TravelAgenciesV30293040382238385020034SSCI1,000920423VI.........................................................................................................................II........................................................................................................................IIIAbstract.........................................................................................................................IV..........................................................................................................................V....................................................................................................................1............................................................................................1........................................................................................................2........................................................................................................4........................................................................................................6........................................................................................................7............................................................................................................8....................................................................8..............................................................................................19..............................................................................................21......................................................................................................24......................................................................................................26......................................................................................................32..........................................................................................................34......................................................................................................34......................................................................................................35..................................................................................36VII......................................................38......................................................................................38......................................................................................................38..........................................................................................39......................................................................................................39......................................................................................................41..........................................................................................60..................................................................62..............................................................................................62......................................................................................................62.............................................................................