旅遊部落格行銷對遊客重遊意願之影響：心流體驗與滿意度為中介變數

隨著網路科技快速的發展，於網路經營專屬部落格 (blog) 已是十分常見，部落格的人氣為眾所注目之焦點。本研究之目的為探究網站品質（website quality，即系統與資訊品質）、心流體驗 (flow experience)、滿意度 (satisfaction)、幸福感 (well-being) 與重遊意願 (revisit intention) 之間之關係，另外，心流體驗與滿意度之中介角色亦被討論於本論文中。具體而言，透過瀏覽部落格之經驗分享後，遊客所產生的心流體驗與滿意度將如何影響其幸福感與重遊意願。本研究以部落格瀏覽訪客且曾經至鐵道旅遊之遊客為研究對象，以檢視本研究模式所提之研究假說。本研究以網路問卷進行資料蒐集，最後回收的有效問卷為434份，以結構方程模式 (structural equation modeling, SEM)從事模式分析及假說檢定。本研究結果發現系統品質與資訊品質對心流體驗有顯著正向影響，系統品質對滿意度有顯著正向影響但資訊品質對滿意度無顯著影響。再者，研究結果亦發現心流體驗與滿意度對幸福感有顯著正向影響。另外，心流體驗對重遊意願未顯著影響但滿意度對重遊意願有顯著正向影響。此外，心流體驗與滿意度之中介效果亦被證實於本論文中。最後，依據這些研究發現，本研究的實務意涵與未來研究方向亦被呈現於本論文中。

關鍵字

網站品質；心流體驗；滿意度；幸福感；重遊意願

並列摘要

As the rapid growth of Internet technology, the exclusive Internet blog is very common. Popular Internet blogs are easy to attract attention. The study aims to examine the relationships among website quality, flow experience, satisfaction, well-being, and revisit intention, and additionally the mediating roles of visitors' flow experience and satisfaction after visitors browse Internet blogs related to the railway travel site. Specifically, this study investigates the impacts of visitors' flow experience and satisfaction on well-being and revisit intention after browsing the experience sharing of visitors from blogs. This study selected respondents with prior experience of railway travel in Taiwan as subjects to test the hypothesized relationships in the proposed model. This study used a web-based survey and the research model was tested empirically and 434 samples of data were analyzed using a structural equation modeling approach. The results of this study found that system quality and information quality have a significant and positive impact on the flow experience. System quality has a significant and positive impact on satisfaction, but information quality has no significant effect on satisfaction. Furthermore, the results also revealed that flow experience and satisfaction have a significant and positive impact on well-being. Flow experience has no significant impact on revisit intention, but in contrast, satisfaction has a positive effect on revisit intention. Besides, the mediating effects of visitors' flow experience and satisfaction have confirmed in this study. Finally, based on the findings, managerial implications are discussed and directions for future research are also highlighted in this paper.