Facebook是目前世界最大的社群網站,全球使用人數已達六億多人,對台灣旅行業者而言,運用資訊科技進入門檻相對較低的社群媒體溝通系統,是既快速又方便將產品信息傳遞給消費者的方法。本研究目的是將探討旅行業經營者採用「推敲可能性理論」於Facebook社群網站傳遞信息時,旅遊消費者對信息來源的涉入程度,是否正面影響其最終的信任度。研究中為提高研究的效度,採用質性與量化研究兩方式,並運用迴歸及變異數分析法,驗證信息來源對消費者信任度之影響及消費者之涉入程度有干擾效果。研究發現,旅行社經營者透過Facebook傳達旅遊信息時,不同信息來源,能影響消費者之信任度,並且在涉入程度的干擾下的確實有干擾效果。因此,旅行業經營業者應於未來,善用Facebook成為有效的行銷通路策略。
Facebook has become the biggest social media website in history and reached six hundred million members. The social community networking sites on the the internet is not high entry barriers in the travel agency industry. Besides, facebook offers product information to travel shoppers through quick and conventient ways. The purpose of this study is based on Petty and Cacioppos’(1981) Elaboration Likelihood Model, applying in travel social community websites in travel agencies. Using regression anslysis and analysis of variance (ANOVA), identify information sources impacting the involvements and trustnesses and also examine the disturbance effect of the levels of involvements between information sources and trustnesses. This study uses multiple methods to collect data from multiple sources in order to improve the study’s validity by using qualitative and quantitative surveys. This study results confirm above relationships among information sources, involvements, and trustnesses. Besides, travel agency practitioners should adopt Facebook in the next couple of years, as one of effective marketing channels strategy.
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