FOMO對社交媒體及旅行意願之影響-以自我一致性為干擾變數

Examining the Role of FOMO Between Social Media and Travel Intention – Using Self-Congruity as a Moderator

簡祥伃(HSIANG-YU CHIEN)

指導教授 ： 盧昱蓉

中原大學/商學院/國際經營與貿易研究所/碩士(2020年)

https://doi.org/10.6840/cycu202000329

摘要

近年來，隨著科技的發達，使用社交媒體已經成為一種趨勢，不只是讓人們更快速的知道世界上發生的事情，也成為了一種行銷手段。因此，網路行銷會如何影響旅客對旅遊目的地成為本研究想探討的主體。
本研究目的為探討社交媒體的使用對旅遊意圖的影響，加入錯失恐懼(Fear of missing out, FOMO)、社會心理動機及文化動機為中介變數，並加入自我一致性作為干擾變數。本研究使用路徑分析檢驗中介效果，使用階層回歸分析檢驗調節效果。分析結果顯示，社交媒體的使用對旅遊意圖有影響有正向影響。本研究採用便利抽樣並以問卷調查法進行資料收集，共計回收332份有效問卷。
研究發現旅客使用社交媒體時會透過增加FOMO、社會心理動機和文化動機而間接地增加旅遊意圖。研究結果也發現FOMO的部分中介效果比社會心理動機和文化動機強。另外，自我一致性對社交媒體的使用與旅遊意圖之間具有調節效果;自我一致性對FOMO與旅遊意圖之間具有調節效果;自我一致性對社會心理動機與旅遊意圖之間具有調節效果;自我一致性對文化動機與旅遊意圖之間具有調節效果。根據本研究結果與管理意涵提供觀光業者未來實務上之運用以及給予學術後續研究之參考。

關鍵字

FOMO ； 社交媒體 ； 旅行意圖 ； 社會心理動機 ； 文化動機 ； 自我一致性

並列摘要

Social media has become a trend in recent years due to technological development. Social media has not only allowed people to immediately learn about the world’s current events but has also become a marketing tool. Thus, this study examines the impact of Internet marketing on tourists' travel destinations to explore how social media affects travel intention.
This study aims to explore the impact of social media use on tourism intentions, using fear of missing out (FOMO) and socio-psychological and cultural motives as mediating variables and self-congruity as moderating variables. This study used path analysis and hierarchical regression analysis to test the mediating moderating effects, respectively. Analysis results show that social media positive impacts travel intention. This study used convenience sampling and questionnaire survey as data. A total of 332 valid questionnaires were collected.
The results found that travelers indirectly impact their travel intentions through social media used by increasing FOMO and socio-psychological motive and cultural motive. The research results also found that FOMO has stronger mediated effect than socio-psychological motives and cultural motives. In addition, self-congruity has a moderating effect between social media use and travel intention, between FOMO and travel intention, between social socio-psychological motives and travel intention, and between cultural motives and travel intention. Results and management implications of this study provide tourism industry practitioners with future practical applications and reference for future academic research.

並列關鍵字

Fear of missing out ； Social media ； Travel intention ； Socio-psychological motives ； Cultural motives ； Self-congruity

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