探討疫情流行下國內旅遊商品社群媒體參與對消費者購買意願之影響

Discussing the Influence of the Social Media Participation in Domestic Tourism Commodities on Consumers' Purchase Intention under the Pandemic

張瑞晃(Jui-Huang Chang) ； 戚靜玟(Ching-Wen Chi) ； 林宜霈(Yi-Pei Lin)

《全球管理與經濟》 19卷1期 (2023/06) Pp. 1-20

https://doi.org/10.6565/JGME.202306_19(1).0001

摘要

網路社群媒體在近年來蓬勃發展，各式各樣的社群平台亦如雨後春筍般迅速出現。因此本研究擬以旅遊平台為例，藉以探討消費者透過社群媒體參與及知覺價值的感受對旅遊相關產品購買意願的影響。本研究以使用過旅遊平台消費者為研究對象，進行隨機抽樣調查，並使用SPSS軟體進行階層迴歸分析。研究結果顯示：（1）消費者社群媒體參與對購買意圖有顯著正向的影響。（2）消費者社群媒體參與對知覺價值有顯著正向的影響。（3）消費者知覺價值對購買意圖有顯著正向的影響。（4）知覺價值在消費者社群媒體參與對購買意願影響具有部分中介效果。

關鍵字

社群媒體參與 ； 知覺價值 ； 購買意願

並列摘要

While online social media has flourished in recent years, multifarious social networking sites are springing up. Therefore, this study intends to take the travel platform as an example to explore the influence of consumers' participation and perceived value through social media on their purchase intention of domestic tourism commodities. This study takes consumers who have used the travel platform as the research object, conducts a random sampling survey, and uses SPSS software for hierarchical regression analysis.The results show that: (1) Consumers' participation in social media has a significant positive impact on purchase intention. (2) Consumers' participation in social media has a significant positive impact on perceived value. (3) Consumers' perceived value has a significant positive impact on purchase intention. (4) Perceived value has a partial mediating effect on consumers' participation in social media that influences the purchase intention.

並列關鍵字

Social Media Participation ； Perceived Value ； Purchase Intention