電子口碑訊息影響旅遊消費者態度之研究

The Impact of Electronic Word-of-Mouth Message Characteristics on the Attitude of Travel Consumers

鄭雅玲(Ya-Ling Cheng)

指導教授 ： 石岳峻

國立高雄餐旅大學/餐旅學院/旅遊管理研究所/碩士(2010年)

摘要

根據Universal McCann 所發表研究指出網民們在網路上最常搜尋與‘旅遊’相關的資料，並指出網民們在網路上所曝露的想法與意見會影響其他消費者，也就是在網路世界裡「大家開始相信陌生人，勝過相信廣告主」（Smith, 2008）。依據Smith學者看法，本研究旨在探討線上遊記對消費者推薦態度的影響。
以網路上旅遊行程的“線上遊記”為基礎，研究參考Asuncion 與 Josefa （2004）「決定目的地意象要素」與部落格論點品質要點 (葉耀仁, 2008)，設計出39個與旅遊目的地相關議題，先對54位餐旅科系碩士生進行施測，以確立旅遊經驗的論點品質要項（區分成主要和特色論點）；並且以“遊程競賽”方式收集遊程內容，題目為”韓國首爾自由行”，在愛評網的幫會“最in自由行”公布遊程並允許留言。依據公開留言設計為留言前測問卷，以52位餐旅科系碩士生進行施測。然後再根據「說服雙路徑模式」，實驗操弄兩個獨立變數：論點品質（主要和特色論點）與留言則數（多寡）來測試受測者的推薦態度，其中並以受測者涉入程度作為中介變數。蒐集遊程及留言後，以實驗室設計使受測者瀏覽線上遊記後，進行問卷測試。實驗與問卷施測對象為250位16－25歲餐旅相關科系學生。
本研究發現論點品質和留言是依受測者高低涉入程度來決定。不論高涉入或低涉入程度受測者都會受多留言的影響，增加推薦態度，只是要大幅度改變低涉入者推薦態度並不像高涉入者容易。此外關於少留言結果則依涉入程度不同而異，高涉入者較喜好特色的行程，可能因為高涉入者已有旅遊相關經驗或對旅遊規畫有相當程度了解，而低涉入程度者因其對旅遊的瞭解較少，則較偏好主要論點遊記。總結發現，建議旅遊行銷業者或是官方旅遊機構以高涉入者為目標客群，增加特色論點品質的遊記內容來吸引高涉入者，創造話題引發網友留言討論，進而增加其他高涉入者的參與。最後，本研究所匯整之論點品質要項可供欲參加遊程競賽者之參考。

關鍵字

電子口碑 ； 線上遊記 ； 說服雙路徑模式 ； 態度

並列摘要

According to the research of Universal McCann, destinations and Tourism-related information are the most commonly searched web information. Internet users contribute their opinions, thoughts and content on products、brands and service to other consumers. Internet users would much rather trust strangers online than any paid-for communications or advertising (Smith, 2008). As stated above, this study investigated that online travel experience had influence over the consumer recommendation attitude.
In regard to “Factors influencing destination image” from Asuncioni & Josefa (2004) and “the auguments of the blog” from Yeh (2008), this study developed 39 factors about destination from the word go. 54 postgraduate students of the Hospitality College responsed to the pilot study regarding their perceptions of the augument quality (Major & Feature augument). On either hand, designing a travel competition posted on website: www.ipeen.com.tw/group/intravel/, then let reviewers to leave messages openly in order to gather messages for the pretest which would be fill in by 52 postgraduate students of the Hospitality College. The online travel experience consisted of the argument quality and messages. Afterwards based on the Dual Process Models of Persuasion theory, an experiment will be carry out with argument quality (central routes) and the amount of messages (peripheral routes) to test reviewers’ travel recommendation attitude. The reviewers will be grouped by personal Involvement Inventory. In the end, a total of 250 students of the Hospitality college completed the final questionnaires in the laboratory.
The findings show that the effect of the argument quality (central routes) and the message (peripheral routes) will be depended on personal involvement. Higher involvement respondents prefer the feature augument of the travel experience due to they may be travel experts and travel is in their line. However, lower involvement respondents prefer the major augument. Furthermore, the amount of messages influence respondents’ recommendation attitude no matter what’s personal involvement. In conclusion, not only travel agents but also tourism organisations that may target on higher involvement reviewers and the feature argument quality create hot topics for reviewers on and on to get more high involvement reviewers. Eventually, the criteria of the argument quality will be helpful to those who write their travel experience in order to partake in competitions.

並列關鍵字

electronic word-of-mouth ； online travel experience ； Dual Process Models of Persuasion ； attitude

參考文獻

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