由於近年經濟不景氣,因此促使越來越多人選擇於出遊前,上網搜尋旅遊資訊以節省旅遊花費或降低旅遊風險,而旅遊部落格便是其中的一個獲取旅遊資訊的管道,個體亦通常於參考其他網友或業者之建議後作出旅遊決策;Davis(1986)年提出的技術接受模式(Technology Acceptance Model, TAM)廣受國內外學者所使用,將此當作理論基礎以探討個體對資訊科技之接受度,且一些研究顯示信任及知覺愉悅性對行為意願亦有良好的解釋力,故可用以延伸傳統TAM;由於過去使用TAM以探討部落格之研究多聚焦於使用意願上,而實務界強調之重點除此部份外亦注重於如何保留或吸引個體再次到訪的議題,因此本研究將焦點放置於再訪意願之前因上進行探討,結果顯示,相較於知覺愉悅性與行為態度,知覺旅遊部落格之有用性對個體的再訪意願有較高的影響力,而個體對旅遊部落格之信任對再訪意願則無顯著的影響關係,本研究據此提出較具體之改善建議給欲以部落格作為旅遊資訊傳播平台的個體或業者作為參考,期盼透過強化影響此些變數之前因以吸引更多人的再訪,使其於宣傳或曝光上達到一定的效果,故本研究同時具備理論與實務上之價值。
Because of the economic recession in these years, more and more people surf the internet for more information before traveling. Thus, they can save more money and lower the risk of traveling. “Traveling Blog” is one of the ways to get more traveling information. People also take advices from other people and the travel agents to make their travel decisions. Davis (1986) proposed TAM theory and was popular for many years. Many studies used TAM theory as model to do more research about the acceptance of IT by individuals. Some studies show that trust and perceived playfulness is positive to the behavioral intention. Hence, we can extend these variables to do more TAM research. In the past, the TAM theory researches focused the intention to using traveling blog, and in the practical world, besides the intention to using blog, it emphasizes how to retain and appeal people to revisit the blog. Therefore, the study will focus the antecedents of the intention to revisit; discuss the variables of TAM, trust, and perceived playfulness, which influence people’s intention to revisit traveling blog. The purpose of this study is providing suggestions that can help people who want to utilize blog as the mass media of traveling information. The study not only have the theory but also managerial implication.