以體驗行銷探討旅遊App之使用意願

隨著App成為消費者日常接觸的重要資訊媒介，行動媒體除了具備個人化、分眾性等特徵，也帶動延伸行動廣告、行銷與商務的價值。在過去的2、3年來，因為智慧型行動裝置快速的普及，加速了各式各樣的行動內容與服務的創新。同時隨著週休二日的到來，以及人們對於休閒旅遊的重視，民眾的生活也已經和行動裝置產生密不可分的關係，使用者透過手機App上網、查詢旅遊資訊、聊天、玩遊戲、看新聞，產業與服務的生態鏈已經產生結構性的轉變。在過去研究大都是以旅遊網站為探討的部份，至目前對於使用者在心理及行為因素的層面上應用於旅遊App的使用意願未被深入討論，有鑑於此，本研究將以體驗行銷透過沉浸影響旅遊App之使用意願，互動性、在地化、資訊品質則透過沉浸及信任進而影響旅遊App之使用意願。本研究透過網路問卷的方式進行樣本蒐集，共蒐集450份進行結構方程模式分析。結果發現，體驗行銷、互動性、在地化、資訊品質正向影響沉浸及信任，而沉浸及信任也正向影響使用意願，並提供作為旅遊App經營者之參考依據。

關鍵字

體驗行銷；旅遊App ；沉浸；信任；使用意願

並列摘要

App has become an essential information mediums for smart mobile users. Mobile media possesses featured individuality and demassification, also led to the extension of mobile Ads, marking and business. In the past 3 years, as the rapid spread of smart mobile devices, variety innovation of mobile content and service speed up. When the two-day weekend has been implemented, people considered travel to be important. Their lives have been inseparable with smart mobile devices. Users surf online, search travel information, chat with friends, play games and read news through App. The chain of App industry and services have been structurally transformed. In the past, many studies have investigated travel site, few discuss deeply users’ mental and active use intention on travel mobile application. In the light of this, the objectives of this study are experiential marketing affecting use intention of travel mobile application through flow theory; interactivity, location based service and information quality affect use intention of travel mobile application through flow theory and trust. This study involved 450 people from Taiwan through online survey and used structural equation mode. The results showed experiential marketing, interactivity, location based service and information quality have positive effect significantly on flow theory and trust. And, flow theory and trust have positive effect significantly on use intention. And the results can be applied to travel mobile application operators.

並列關鍵字

Experiential marketing ； travel mobile application ； flow ； trust ； use intention

參考文獻

劉育辰 (2011)。「網站體驗對使用主知覺價值及行為意圖之關係研究」。朝陽科技大學企業管理系碩士論文。

Adler, P. R., & Christopher, J. A. (1999). Internet community primer overview and business opportunities. Internet Community Primer1998.

Alderson, W. (1957). Marketing behavior and executive action.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101-121.

國際替代計量

以體驗行銷探討旅遊App之使用意願

未授權

主題瀏覽