網際網路之發展不但是目前重要的趨勢,同時網際網路更成為大眾搜尋資訊之重要工具與來源。本研究以民宿為例,主要目的在於探討消費者於消費前使用網路搜尋時,運用關鍵字搜尋網站、部落格、網路論壇及網路拍賣等方式,對所獲得資訊的信任度與消費意願之間的關係。 本研究採用網路問卷調查以獲得分析時所需要之資料,共回收有效問卷197份。運用敘述性統計、因素分析、信度效度分析、Pearson積差相關分析及迴歸分析等分析方法,進行資料之處理及各項假說之驗證。 研究結果顯示:運用網路搜尋資訊後, (一) 消費者對網站的信任與消費意願有正面的影響。 (二) 消費者對部落格的信任與消費意願有正面的影響。 (三) 消費者對網路論壇的信任與消費意願有正面的影響。 (四) 消費者對網路拍賣的信任與消費意願有正面的影響。 根據本研究從分析結果做出之結論,期望能提供民宿業者與後續研究者作為參考。並作為網路行銷活動時提昇行銷效率之參考依據。
As a tread, the progress of Internet development has leaded an expansion and improvement of Internet , it has become an important tool for the public to search information and sources. In this study, homestay for example, the main purpose is to explore consumers use of Internet to search websites, blogs, online forums and online auctions, etc., so we can observe the relationship between the trust and purchasing intention on confidence use of Internet search. The related data are collected by on-line questionnaires for this study. Total of 197 valid samples have been received, and then analyzed by descriptive statistics, factor Analysis, reliability test, validity test, Pearson correlation and stepwise multiple regression to verify all of hypotheses in this case. The results demonstrate that: After manipulating Internet search for information, (1) consumer has positive repercussion and build trust towards the websites. (2) consumer has positive repercussion and build trust towards the Blogs. (3) consumer has positive repercussion and build trust towards the Internet Forums. (4) consumer has positive repercussion and build trust towards online auctions. From the analysis of results and to conclude this study, these results will help accommodation industry and other students as a reference in the future. These data can also enhance the Internet marketing and future marketing activities.