消費者之民宿代寫文態度對信任與行為意圖之影響

越來越多的民宿業者藉由部落格來建立口碑，部落格的口碑開始商業化。本研究旨在探討消費者在閱讀部落格文章後，對民宿部落格代寫文之態度，以及代寫關係揭露前與揭露後對於消費者信任與行為意圖之影響，確立三者之關係之同時亦驗證揭露代寫關係前後信任差異對態度與行為意圖差異關係之中介效果。本研究為橫斷面研究，採用網路問卷調查法進行研究資料之收集，共有195份有效問卷。以描述性統計與相關分析，了解樣本之人口統計資料與研究變項之關係，再以t檢定與階層迴歸分析進行研究假說之驗證。研究結果發現，揭露代寫文關係前後的信任與行為意圖皆有顯著差異，對代寫文的態度越正向，則對信任及行為意圖的差異度越低；同時揭露代寫前後的信任對代寫的態度與行為意圖差異之關係產生完全中介效果。

關鍵字

民宿；對代寫的態度；信任；行為意圖

並列摘要

More and more B&B (Bed and Breakfast) management build their brand by writing recommendation on the blog. The commercial relationship between B&B and bloggers are being formed. This study explores the impact of attitude towards B& B ghostwriting on difference between pre-exposition and post- exposition on trust and behavior intention. The relationship between these three variables are examined, further the mediating effect of trust difference on the relationship between attitude towards ghostwriting and behavior intention difference is tested. A survey is conducted to collect the research data in March, 2010. There are 195 subjects to be surveyed by internet. The descriptive statistics and correlation analysis are applied to understand the backgrounds of subjects and the relationship among research variables. To test the hypotheses, t-test and hierarchical regression analyses are used. There are significant differences between pre-exposition and post-exposition on trust and behavior intention. The attitude towards ghostwriting significantly impacts trust and behavior intention differences of pre-exposition and post-exposition. In addition, trust difference of pre-exposition and post-exposition has mediating influence on the relationship between attitude towards ghostwriting and behavior intention difference.