旅遊微網誌社群成員感情依附與關係障礙形成之研究

The Formation of Community Members' Emotional Attachment and Relationship Hindrance in the Tourism Micro-blogging

李奇樺(Chi-Hua Li)

《觀光休閒學報》 18卷3期 (2012/12) Pp. 209-236

https://doi.org/10.6267/JTLS.2012.18(3)2

摘要

近年宅經濟與社群網路的興起，讓原本和朋友碰面機會少的人，現透過社群網絡的拓展和整合，建立起新的社群關係。本研究主要透過自我決策理論中所提的三種人類基本需求，即自主權、關係與能力需求，來了解社群成員他們所喜愛的旅遊微網誌，是否能滿足此三種心理需求而產生感情依附之行為，進而形成態度忠誠與行為忠誠，與探討關係障礙風險產生之原因。本研究透過網路調查方式，總計回收358份有效問卷。研究結果發現當關係與能力的需求被滿足，才會使社群成員引發感情依附。而感情依附扮演重要的中介角色，將影響態度忠誠與行為忠誠的產生，最後將對關係障礙風險產生影響。在學術貢獻上，本文藉由心理學領域之A-R-C構念，更深瞭解社群成員會因旅遊微網誌能建立關係與肯定自我之能力，而產生感情依附，藉此建立完整理論模式；對實務貢獻上，研究結果得知關係是產生感情依附的最重要關鍵因素，未來業者應注重社群關係經營，將能有效提升社群成員態度與行為忠誠。

關鍵字

社群網絡 ； 感情依附 ； 態度忠誠 ； 行為忠誠 ； 關係障礙

並列摘要

The flourishing of Otaku Economy and virtual communities has hooked up friends who have little or no opportunity to get together in a relatively intangible way. A critical factor behind the booming of micro-blogging lies in its integration and expansion of social networks as well as its role in building new network relationships. This article will be through self-determination theory, referred to the three basic human needs, namely autonomy, relatedness and competence needs, to understand their favorite tourism micro-blogging, is due to meet these three psychological needs, and produce emotional attachment behavior, further formation of attitude loyalty and behavior loyalty. And explore the reasons for the formation of relationship hindrance. This study is using the internet for survey research, total recovery of 358 valid questionnaires. The results showed that when the needs for relatedness and competence are satisfied, and community members will develop the emotional attachment. Emotional attachment plays an important role as an intermediary will affect the attitude loyalty and behavior loyalty generation, and the last will have an impact on the risk of relationship hindrance. In the academic contribution, hoping by construct of A-R-C, to a deeper understanding of community members due to tourism micro-blog can establish relatedness and self competence and lead to emotional attachment. In the practical contribution, the results show relatedness is the most important factor lead to emotional attachment. The industry should focus on the business of community relationship and it can effectively enhance community members' attitudes and behavioral loyalty.

並列關鍵字

social networks ； emotional attachment ； attitude loyalty ； behavior loyalty ； relationship hindrance

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