旅館虛擬社群從眾行為之研究

Online herd behavior in hotel virtual communities

吳文中(Wen-Chung Wu)

指導教授 ： 陳宜棻

中原大學/商學院/國際經營與貿易研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600184

摘要

由過去研究得知訊息來源可信度對購買意圖有顯著影響，且社群網站的網站品質，關係品質以及社群成員資訊分享意願皆對社群網站忠誠度有顯著影響，因此，本文另外探討社群網站評論對消費者從眾行為影響。研究以虛擬旅館社群為例，本實驗採取三組研究探討消費者從眾行為的影響。實驗設計一採取2(單一文章推薦數量:多/少) × 2(所有文章總推薦數量:多/少)，實驗設計二採取2(會員資歷:資深/資淺) × 2(Q&A數量:數量多/數量少)，實驗設計三採取2(發表日期:遠/近) × 2(地區:國內/國外) 的實驗設計，共形成12個實驗組，回收問卷975份，採用SPSS19.0進行ANOVA分析，研究結果發現，單一文章推薦數量多對從眾行為的影響高於單一文章推薦數量少;單一文章推薦數量少情況下，所有文章推薦數量對從眾行為沒有顯著影響；會員資歷深對從眾行為影響高於會員資歷淺；會員資歷淺，Q&A數量對從眾行為沒有顯著影響；文章發表日期近，從眾行為影響高於文章發表日期遠；當文章發表日期之時間距離遠近不同時，國內與國外的差異對從眾行為沒有顯著影響。

關鍵字

從眾行為 ； 虛擬社群 ； 會員資歷 ； Q&A ； 推薦數量

並列摘要

Previous studies demonstrated that source credibility have a significant effect on purchase intention. Furthermore, website quality, relationship quality, and information sharing intention also have significant impacts on loyalty in social networking sites. This paper further explores the influence of reviews on consumer herd behavior in online hotel virtual communities. This work presents three studies examining herd behavior in online hotel virtual communities. Study 1 investigates the influences of a single article recommended quantity (more / less), and all articles total recommended quantity (more / less) on herd behavior in online hotel virtual communities. Study 2 investigates the influences of member qualifications (senior /junior), and numbers of Q&A (high / low) on herd behavior in online hotel virtual communities. study 3 investigates the influences of article date (near / far), and region (domestic / foreign) on herd behavior in online hotel virtual. The three experiments involved a total of 975 subjects. The experimental results demonstrated that the impact of a single article recommended more on herd behavior are higher than a single article recommended less. Under a single article recommended less, the influence of all articles total recommended quantity are not significant on consumer herd behavior. Additionally, the influence of senior members on consumer herd behavior are higher than junior members. Under junior members, the influence of numbers of Q&A have no significant effect on consumer herd behavior. Finally, the influence of article published date near on consumer herd behavior are higher than article published date far. When article published dates are not the same, the influence of domestic and foreign on consumer herd behavior are not significant.

並列關鍵字

Online Herd Behavior ； Virtual Community ； Member Qualifications ； Q&A ； Recommendation Quantity

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