旅遊網站口碑對大學生網路消費行為意圖關係之探討－以健康旅遊商品為例

The Relationship between Electronic Word of Mouth and Behavioral Intention of College Students - A Case Study of Wellness Travel Product

范惠柔(Hui-Jou Fan) ； 陳冠仰(Kuan-Yang Chen)

《休閒產業與健康促進學術研討會》 2021 (2021/06) Pp. 43-55

摘要

近年來電子商務蓬勃發展，休閒健康意識業逐日重視，因此旅行業依據消費者需求成立線上旅遊購物平台，並朝向OMO營運方式經營健康旅遊商品。旅遊商品具有不可事先體驗之特質，唯有實際購買該商品時才能得知其中價值，因此以顧客過去消費經驗所產生之網路口碑為個體決策之重要因素。綜觀相關文獻與實際案例，本研究探討消費者知覺評論之可信度對於健康旅遊商品之口碑傳播意圖以及消費者選擇延遲之影響，並且針對100位北部地區大學在學學生進行調查。研究結果顯示，知覺可信度對口碑傳播意圖及選擇延遲有正向影響，亦即旅遊購物平台消費者正面之經驗分享對於首購者具有消費者行為之正向影響。本研究依此提出相關數據檢測值予旅行業之參考經營旅遊購物平台。

關鍵字

網路口碑 ； 知覺可信度 ； 口碑傳播意圖 ； 選擇延遲

並列摘要

In recent years, e-commerce has booming and the awareness of leisure and health has been on the rise. Therefore, travel industry has established online travel agents based on the demand of consumers, and is moving toward OMO operation for wellness travel products. Travel products have the characteristic with cannot be experienced in advance, and the value of the products can only be known after actually purchased. Therefore, electronic word-of-mouth generated from customers' past consuming experience become an important factor in making personal decision. Based on the literature and concrete instances, this study is aimed to investigate the influence of consumers' perceived credibility on the word-of-mouth communication intention of wellness travel products and the choice deferral of consumer choice. This survey was conducted among 100 university students in Northern Taiwan. The results show that perceived credibility has a positive effect on word-of-mouth communication intention and choice deferral, i.e., the positive experience sharing of consumers on online travel agents has a positive effect on consumer behavior of first-time buyers. This study suggests related data detection valuefor travel industry to operate online travel agents.

並列關鍵字

Electronic Word-of-Mouth ； Perceived Credibility ； Word-of-Mouth Communication Intention ； Choice Deferral