以資訊系統品質與媒體豐富觀點探討旅遊網紅部落格之影響

社群媒體的興起提供網路使用者全新的旅遊知識與資訊交換平台，在這些網際網路基礎協同合作工具中，部落格受到許多使用者的青睞，雖然學者們已經開始探討網際網路科技對於旅遊目的地意象的影響。藉由整合資訊系統成功模式、媒體豐富理論與旅遊目的地意象等文獻，本研究探討旅遊網紅部落格的媒體功能特性如何塑造使用者對旅遊目的地的意象以及影響旅遊意願。本研究蒐集199份台灣地區主要旅遊網紅部落格使用者的資料，並採用PLS驗證研究模式，結果顯示線索多樣性對於旅遊目的地意象皆具有顯著影響，而社會環境與設施意象、文化傳統意象、自然環境意象會對旅遊意願產生影響。最後，根據上述研究發現進而提出學術與管理意涵。

關鍵字

資訊系統成功模式；媒體豐富理論；旅遊目的地意象；旅遊網紅部落格；旅遊意願

並列摘要

The rise of social media provides Internet users with a new platform for exchange of travel knowledge and information. Among these Internet-based collaboration tools, blogs are favoured by many users. Although prior literature has begun to examine the link between Internet and destination image, few studies have been done to test the relationships between media capabilities, destination image, and visit intention. Building on IS success model, media richness theory and the literature of destination image, a research model for understanding the influence of travel blog on destination image and visit intention is presented. Data collected from 199 members of travel blogs in Taiwan were used to test the model. The results indicate that multiple cues have significant influences on all of destination image. The results also show that destination images about social environment and infrastructures, cultural environment, and natural environment have significant effects on visit intention. The implications for theory and practice are discussed.

並列關鍵字

IS success model ； Media richness theory ； Destination image ； Visit intention ； Travel blog

參考文獻

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以資訊系統品質與媒體豐富觀點探討旅遊網紅部落格之影響

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