2009年風潮席捲全球的Facebook,把現實中的人際關係複製到網路平台上,成功地縮短企業和消費者之間的距離,消費者可透過Facebook具分享互動和雙向參與的概念來蒐集旅遊相關資訊,企業則可利用其傳播效益來進行網路宣傳與行銷。因此,本研究目的在探討消費者對Facebook之「涉入程度」與「信任程度」如何影響其「滿意度」及「購買意願」之因果關係,並以旅行社Facebook之「粉絲專頁」作為干擾變數,進一步探討「粉絲專頁」、消費者「滿意度」及消費者「購買意願」之間的關係。 本研究運用量化研究進行問卷調查,發放問卷對象以曾經瀏覽過雄獅旅遊(共計7,500位用戶)粉絲專頁的使用者,以「便利抽樣」方式抽取雄獅旅遊310位有效問卷之粉絲專頁使用者進行調查。並採用因素分析、單因子變異數分析與結構模式等研究方法。最後,建構「旅行社Facebook使用者對其消費行為影響之模式」。 最後,本研究之創新發現為Facebook之「涉入程度」會負向顯著影響消費者「購買意願」,因此,旅行業者未來可多嘗試遊戲或有獎徵答等互動方法來吸引消費者的注意力,增加其在粉絲專頁中的停留時間,讓消費者對旅遊產品有更深入的瞭解外,同時達到廣告的效果。
Facebook became popular all around the world in 2009. The system replicates the reality of human relationships to a network platform, and reduces successfully the distance between companies and consumers. Users can search travel information through Facebook, which provides a sharing platform where people can have different interactions. Moreover, enterprises can also use this platform to promote their products and put in place marketing strategies. This study aims to examine if there is a causal relationship between the “level of involvement”, the “level of trust”, “customer satisfaction” and “purchase intention”. Besides, this study uses the “Fan page” of the Travel Agency’s Facebook as a moderating variable to examine its influence on the customer’s “purchase intention”. Lion Travel Agency has 9,650 members of its fan page. In consequence, the present study expects to distribute 310 questionnaires to users who read the fan page of the Lion Travel Agency. Factor analysis, ANOVA and SEM techniques are adopted to analyze the data, and finally, establish a new model based on the influence of the “Fan Page” of the Travel Agency’s Facebook on consumers satisfaction and purchase intention. The innovation of this study found that the “level of involvement” negative influence “purchase intention”. Therefore, the managers of the travel agencies can try a prized-quiz to attract consumer’s attention and increase their stay time on the fan page, so that they can know about the production in more depth and also achieve the effect of advertisement.