探索網路論壇的消費者行為——路徑分析與自動化語意網絡的混合研究

Understanding the brand consumer involvement on a travel forum via path analysis and machine-guided semantic network analysis

邱薇羽(Wei-Yu Chiu)

指導教授 ： 賴至慧

國立交通大學/客家文化學院/客家學院傳播與科技學系碩士班/碩士(2018年)

摘要

本研究從消費者角度，探討影響旅宿訂房網站消費行為的因素，包括消費者如何受到旅宿論壇的社群關係，投入網路口碑。結合問卷資料（樣本數776)以及旅宿論壇背包客棧訂房版相關貼文（2016-2018，1457則貼文）的資料分析，本研究發現品牌形象與顧客滿意度對於品牌信任與再購買意願有正向影響，此外，旅宿論壇的社群關係強度與資訊性社會影響對消費者在涉入網路口碑行為，如意見尋求、意見提供與意見轉貼具顯著正向影響。本研究以語意網絡的方式分析旅宿論壇背包客棧訂房版之貼文，發現消費者在討論Airbnb、Agoda與Booking.com時，會呈現不同面向的討論，比如說Airbnb以討論和房東互動關係為主，Agoda為品牌保證最低價，而Booking.com平台採波動房價，整體而言三大平台的消費者皆關注在訂房取消政策的面向。

關鍵字

訂房平台 ； 論壇 ； 消費者行為 ； 網路口碑 ； 路徑分析 ； 網路爬蟲 ； 語意網絡分析

並列摘要

The objective of the current study is to understand the factors that predict customer behavior enacted on online hotel booking platforms. In particular, this study pays particular attention to how such consumer behavior is influcned by social relaitonships and opinion exchange taking place on a travel forum (backpackers.com.tw). In order to achieve this goal, the current study employed a mixed-method approach, consisting of an online survey (N= 776) and a machine-guided semantic network analysis on the messages posted on the travel forum (2016-2018, N=1,457). The analysis of the survey data showed that brand image and customer satisfaction had positive effects on consumers’ brand trust and repurchasing intention. In addition, both community tie stength and informational social influence on the travel forum had positive effects on opinion seeking, opinion giving, and opinion passing within the online travel community. This study also examined the content of the messages on the travel forum. The results revealed that consumers engaged in different topics of discussion for different brands. In Airbnb, the brand consumer focus on the topic of interaction with host. In Agoda, the brand consumer focus on the topic of brand commitment with the lowest hotel price. In Booking.com, the brand consumer focus on the topic of flexible hotel price. In conclusion, consumers of the three hotel reservation platforms are care about the topic of hotel cancellation policy.

並列關鍵字

hotel reservation platform ； forum ； consumer behavior ； electronic word of mouth ； path analysis ； web crawler ； semantic network analysis

參考文獻

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