社群媒體對消費者選擇民宿時之影響

The Effects of Social Media on Consumers Choosing Bed and Breakfast

許尚嘉(Shang-Jia Hsu)

指導教授 ： 傅信維

義守大學/管理學院/管理碩博士班/碩士(2020年)

摘要

本研究主旨是探討網路口碑、住宿動機對住宿體驗之影響，以及瞭解個人背景變項在網路口碑、住宿動機與住宿體驗的差異情形。本研究採用Google表單與雪球抽樣法進行問卷調查，問卷調查對象是曾經使用社群媒體選擇民宿且有實際住宿經驗的消費族群，總共回收339份有效問卷。接著應用IBM SPSS 19.0統計套裝分析軟體進行敘述性統計、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析、多元迴歸分析。實證結果發現：
1. 不同個人背景變項之性別、教育程度、平均月收入、住宿房間費用在住宿動機有顯著差異。
2. 不同個人背景變項之教育程度、婚姻狀況、平均月收入、住宿房間費用在住宿體驗有顯著差異。
3. 網路口碑對消費者住宿動機有顯著正向影響。
4. 網路口碑對消費者住宿體驗有顯著正向影響。
5. 消費者住宿動機對住宿體驗有顯著正向影響。
本研究貢獻在於證實透過虛擬網路平台提供便利性與即時性的軟體服務，成功吸引消費者的目光，可提高願意前往民宿投宿的意願。本研究結果有助於民宿業的經營，例如業者可長期經營網路口碑，如粉絲團，而且這只是行銷工具之一，要搭配其他活動，可達成更高的效益。此外業者可增加更多說明如網站資訊、交通安排、民宿內外觀、住房登記流程、住宿中可從事的活動與感覺、附近景點、美食，到旅客住宿經驗的分享。民宿經營不只是顧及旅客「住宿」的需求，更需打造有感的「整體的旅遊經驗」，提升顧客感受的心理價值。

關鍵字

社群媒體 ； 網路口碑 ； 住宿動機 ； 住宿體驗 ； 民宿

並列摘要

The object of this study was to examine the relationships among online word-of-mouth, lodging motivation, lodging experience. In addition, this study also comprehends the differences in the online word-of-mouth, lodging motivation and lodging experience with different demographic variables. Online questionnaire was research tool in this study, and snowball sampling was applied for questionnaire survey. The subjects were those who had used social media to book lodging. In this study, 374 questionnaires were responded and 339 of them are valid. The statistical methods included descriptive statistical, factor analysis, reliability analysis, independent sample t test, one-way ANOVA, and multiple regression analysis. The findings of this study were summarized as follows.
First, the different gender, education, average monthly income, and accommodation rate have significant difference in the lodging motivation. Second, the different education, martial status, average monthly income, and accommodation rate have significant difference in the lodging experience. Third, online word-of-mouth has significant positive influence on the lodging motivation. Fourth, online word-of-mouth also has significant positive influence on the lodging experience. Fifth, lodging motivation has significant positive influence on the lodging experience.
The contribution of this research is to confirm that the convenience and real-time software services provided through the virtual network platform have successfully attracted the attention of consumers, and can increase the willingness to stay at the hotel. The results of this study are helpful to the operation of the homestay industry. For example, the operator can operate Internet word-of-mouth for a long time, such as a fan group, and this is only one of the marketing tools. It is necessary to match other activities to achieve higher benefits. In addition, operators can add more information such as website information, transportation arrangements, the appearance of the homestay, the housing registration process, activities and feelings that can be engaged in the accommodation, nearby attractions, food, and the sharing of passengers' accommodation experience. The operation of homestay not only takes into account the needs of tourists for "accommodation", but also needs to create a sensational "overall travel experience" to enhance the psychological value of customers.

並列關鍵字

social media ； online word-of-mouth ； lodging motivation ； lodging experience ； homestay

參考文獻

一、 中文部份

方世榮、張苑惠 (2006)。網路口碑形成之影響因素：以網路涉入程度與虛擬社群管理為干擾因素。電子商務學報，8(4)，499–531。

王月鶯、王俊明 (2015)。消費者住宿動機、住宿滿意度及再住宿意願之研究：以松居歐風休閒渡假村為例。南開學報，12(2)，45–54。

王如鈺、王仁宏、莊濟任 (2012)。網路口碑對網路團購意圖之影響。中原企管評論，10(1)，1–33。

交通部觀光局 (2019a) （2020年05月20日）。民宿家數、房間數統計。https://admin.taiwan.net.tw/FileUploadCategoryListC003330.aspx?Pindex=1&CategoryID=ddeddb2a-dab1-40df-aef7-4e30cbdf35e2&appname=FileUploadCategoryListC003330