旅遊直播臨場感、線上信任與購買意願之關聯性研究

The relationships among travel live streaming’s presence, online trust and purchase intention

王盛弘(Sheng-Hung, Wang)

指導教授 ： 吳坤山

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2018年)

https://doi.org/10.6846/TKU.2018.00873

摘要

本研究主要以來台求學之陸生為研究對象，探討旅遊直播臨場感、線上信任與購買意願間之關聯性。本研究採滾雪球樣方式進行抽樣，問卷採線上問卷填寫，調查期間於2018年1月1日起至2018年3月31日止，總計回收份123有效問卷。透過描述性統計、信度分析、因素分析、相關分析及迴歸分析進行探討，其主要研究結果如下：
1.旅遊直播臨場感兩構面(社會臨場感、實體臨場感)均顯著正向影響消費者線上信任，其中社會臨場感對線上信任的影響力大於實體臨場感。此外，社會臨場感顯著正向影響消費者之情感信任，而實體臨場感則對情感信任無顯著影響；社會臨場感、實體臨場感均顯著正向影響消費者之認知信任，當中社會臨場感對認知信任的影響力大於實體臨場感。
2.旅遊直播臨場感兩構面(社會臨場感、實體臨場感)均顯著正向影響購買意願，其中社會臨場感對購買意願的影響力大於實體臨場感。
3.線上信任兩構面(認知信任、情感信任)中僅情感信任顯著正向影響購買意願，而認知信任則對購買意願則無顯著影響。

關鍵字

臨場感 ； 線上信任 ； 購買意願

並列摘要

The purpose of the thesis is to explore the relationships among travel live streaming’s presence, online trust and purchase intention focus on the Chinese students who study in Taiwan. Snowing sampling is applied in this research and also online survey is from January 1 to March 31, 2018. Totally, there are 123 effective questionnaires can be used in the research. By illustrating descriptive statistics analysis, reliability analysis, factor analysis, correlation analysis, and regression analysis, the main results of the study are presented as the following:
1.Travel live streaming which includes social presence and physical presence have both significantly positive effects on consumers’ online trust; however, social presence has greater effect on consumers’ online trust. Besides, social presence has obvious effect on consumers’ affective trust. Additionally, social presence and physical presence have both significantly positive effects on consumers’ cognitive trust. Compare the social presence to physical presence, social presence has great effect on consumers’ cognitive trust.
2.Travel live streaming which includes social presence and physical presence have both significantly positive effects on consumers’ purchase intention. Actually, compare to the physical presence, social presence has great effect on consumers’ purchase intention.
3.Online trust which includes cognitive trust and affective trust. Indeed, affective trust has significantly positive effect on purchase intention. Cognitive trust has no significant impact on purchase intention.

並列關鍵字

presence ； online trust ； purchase intention

參考文獻

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.

一、中文部分

王凱、劉又禎、鄭凱文 (2012)。社會臨場感對社交網站持續使用意願之影響－關係觀點之探討。第廿三屆國際資訊管理學術研討會論文集，May 19，高雄：國立高雄大學。

王瓊(2017)。「旅遊+直播」新型旅遊行銷模式研究。河北旅遊職業學院學報，22(2)，31-39。

呂洪兵(2012)。 B2C網店社會臨場感與粘性傾向的關係研究。大連理工大學博士學位論文。