網路涉入、網路口碑與訊息信任對旅客行動上網產品購買決策影響之研究－歐洲地區為例

Internet Involvement,Electronic Word-of-Mouth, Information Trust on Consumers' Purchase Decisions of Mobile Internet Products -Use Europe as Example

于健(Chien, Yu) ； 歐韋伶(Wei-Lin, Ou)

《觀光與休閒管理期刊》 9卷2期 (2021/12) Pp. 28-39

https://doi.org/10.6510/JTLM.202112_9(2).0004

摘要

中本研究主要探討旅客在購買歐洲行動上網產品時，受到網路涉入、網路口碑與訊息信任等因素的影響程度，以協助歐洲行動上網產品業者擬定網路社群行銷策略。研究對象以擁有歐洲旅遊經驗之消費者為主，採便利抽樣方式進行SurveyCake網路問卷調查共共回收有效問卷有395份，結果發現消費者對評論信任度越高、上網越愉悅、年齡越大、網路口碑強度越強以及歐旅旅費越低時，會正向影響其購買意願；而產品口碑越好、附加功能越多、歐旅天數越長，以及年齡越小時，消費者會越滿意；行動上網產品業者應重視這幾項因素，研擬網路社群行銷策略，進而包裝更貼進消費者需求的產品，並提高滿意度累積高黏著度、高忠誠度的鐵粉顧客。

關鍵字

網路涉入 ； 網路口碑 ； 訊息信任 ； 行動上網產品 ； 購買決策 ； 歐洲旅遊

並列摘要

This study focuses on the extent to which travelers are influenced by factors such as Internet involvement, Internet word-of-mouth, and information trust when purchasing European mobile Internet products, in order to assist European mobile Internet product manufacturers to develop Social Media Marketing strategies. The research subjects are mainly consumers with Europe travel experience. The SurveyCake online questionnaire survey was conducted in a convenient sampling method. A total of 395 valid questionnaires were recovered. The results found that consumers have higher trust in reviews, more enjoyable online, and older, The stronger the Internet word of mouth strength and the lower the European travel cost, it will positively affect its willingness to purchase. The better the product word of mouth, the more additional features, the longer the European travel days, and the more younger, the consumers are more satisfied. Mobile Internet product company should pay attention to these factors, develop an Social Media Marketing strategy, and then launch products that are more suitable for consumer needs, and increase satisfaction. Accumulate high-stickiness, high-loyalty fans customers.

並列關鍵字

Internet involvement ； Internet word of mouth ； Information Trust ； Mobile Internet Products ； Purchasing Decisions ； Europe Travel