電子口碑品質、可信度與行為意圖及目的地意象的關係
-以中高齡遊客為例

隨著網路的便利性愈來愈高，中高齡者以網際網路搜尋旅遊資訊已是普遍的行為，電子口碑的流通力以及影響力非常廣消費者多以網路的搜尋進行旅遊資料的蒐集，電子口碑會是影響消費者對於旅遊地與消費決策的重要因素，因此遊客本身是否因電子口碑而影響推薦與重遊的意願與旅遊目的地的意象上關係故引發深究之動機，本研究主要探討電子口碑品質與可信度與行為意圖及目的地意象之關係以中高齡遊客為例。本研究以問卷調查法進行調查，並以TripAdvisor與Google網站評論作為本研究電子口碑探討之平台以立意抽樣的方式，針對45歲以上的中高齡者為研究對象，研究結果顯示電子口碑品質與可信度對於行為意圖有正向關係，當電子口碑的內容能夠提供即時與豐富對於旅遊地具有深度了解的訊息時，消費者對於旅遊地會產生推薦的行為，電子品質與可信度對於目的地意象有正向關係，當電子口碑的內容能夠提供正確與可靠性高對與旅遊地容易理解的訊息時，消費者對於旅遊地會產生不同的目的地意象。

關鍵字

中高齡；電子口碑品質；電子口碑可信度；行為意圖；目的地意象

並列摘要

With the higher convenience of the network system, it's common for the senior to search for travel information through the internet, the circulation and influence of electronic word-of-mouth are becoming more extensive. Consumers often use online search to collect travel information. The electronic word-of-mouth will be an important factor in affecting consumers' decision-making on destination and consumption. Therefore, whether the electronic word-of-mouth will influence tourists desire in the relationship of recommendation, revisiting and the destination image, triggers the motivation for further study. This study focuses on the effect of electronic word-of-mouth’s quality and credibility on behavioral intentions and destination image, a case study of senior traveler. This study is conducted by questionnaire survey, studying the reviews on TripAdvisor and Google website for electronic word-of-mouth discussion, and the main research objects are the senior over 45 years old via purposive sampling. The research results show that the electronic word-of-mouth quality and credibility have a positive influence on the behavior intention. When the contents of the electronic word-of-mouth provide abundant information in depth in time, consumers will recommend the destination. The electronic word-of-mouth quality and credibility have a positive influence on the destination image. When the content of electronic word-of-mouth provides information that is correct, reliable and easy to understand, consumers will have different destination images.