Abstract
The travel website nowadays plays a key role in meeting and satisfying customers’ requirements concerning information collection and joyful experience in the travel planning process. The ways to deal with the rising travel business and keen competition are the pursuit of the suitable website design for providing good website usability. This study evaluates the mobile website usability of a famous travel company located in Taiwan to investigate the manner similarities and dissimilarities between the digital immigrants and digital natives. By drawing the International Standards Organization [ISO]’s (1998) definition of usability, which refers to “the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use”, satisfaction is used as an index to measure the usability in this study. A questionnaire consisting of 41 question items is used to collect the opinions of 31 digital immigrants and 38 digital natives via snowball sampling process. Eight items with Cronbach’s α less than 0.7 are deleted and the remaining 33 items are analyzed. The importance-performance analysis method is firstly adopted to analyze the evaluation results and then the importance-performance gap, on the basis of service quality and e-service quality models, and multiple linear regression approaches are employed to sieve out the factors that significantly affect satisfaction while using mobile phones to browse the travel website. By interviewing the travel website expert, some improvement suggestions are proposed to reform the website design.