旅遊部落格讀者閱覽動機與行為意向之研究

The Study On Travel Blog Readers’ Reading Motivation And Intention

蕭玲妃(Ling-Fei Hsiao)

指導教授 ： 張少熙

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2012年)

摘要

隨著Web 2.0時代的來臨，人們的生活也與網際網路密不可分。根據研究指出，超過九成的受訪者有經營或瀏覽他人部落格的經驗，內容方面以「旅遊札記」最為讀者所青睞，反應出目前國內民眾對旅遊休閒相關訊息的渴望與重視。目前部落格相關研究多從撰寫者之角度進行探討，但根據統計顯示，臺灣地區網路使用者約有九成閱覽過部落格，部落格讀者的重要性不可忽視。故本研究旨在探討旅遊部落格讀者之「閱覽動機」、「意見信任度」、「廣告接受度」與「口碑推薦意願」，共計回收453份有效問卷。所得資料以描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後考驗與皮爾森積差相關等統計方法進行資料處理與分析，所得結果如下：一、旅遊部落格讀者以女性為主，職業多為學生，且具有長期閱覽部落格的經驗；二、旅遊部落格讀者閱覽動機主要為與其他網友互動或是結交志同道合的朋友，而在學習新知、增廣見聞等動機較弱；三、月收入越高的讀者對於旅遊部落格的信任度、廣告接受意願與口碑推薦的意願越高；四、不同的人口統計變項、部落格使用行為與閱覽動機、行為意向存在顯著差異情形；五、閱覽時間越長的讀者越傾向信任旅遊部落格的內容；六、閱覽動機與行為意向間存在顯著正向相關。根據以上研究結果，本研究建議未來企業主欲應用廣告於旅遊部落格時，應針對不同年齡、職業、月收入與部落格使用行為等特性發展不同行銷策略，才能收到良好的成效。

關鍵字

旅遊部落格 ； 閱覽動機 ； 意見信任 ； 口碑推薦

並列摘要

As the coming of Web 2.0 era, internet has become the most important part in everyday life. Research pointed out that there were over ninety percent of internet users had the experience of writing or reading blogs. Theme related to travel was most popular among internet users and also indicated people’s desire to travel related messages. Most of blog related researches in Taiwan were discussed from blog writers’ perspectives; however, the importance of blog readers cannot be ignored. The purpose of this study was to know travel blog readers’ reading motivation, trust, opinion toward advertisement and WOM intention. “Travel blog readers’ reading motivation and behavioral intention questionnaire” was used as research tool, and travel blog readers who were above 18 years old were the research objectives. Research period was during April 10th to April 30th, 2011, and totally collected 453 valid data. Descriptive statistics, independent t-test, one-way ANOVA, Scheffe’s posterior comparisons, and Pearson correlation analysis were used to analyze the data, and the results were as followings.
1. Most of travel blog readers were female students and had long time experience of reading blogs.
2. The main reading motivation was social interaction.
3. Readers with higher income would tend to trust the content of travel blog, accept blog advertisements and willing to recommend blog to other people.
4. Different demographics and blog using behaviors had significant differences on reading motivation and behavioral intention.
5. Readers who had longer time on reading blogs would tend to trust blog content.
6. Reading motivation and behavioral intention had significant correlation.
In conclusion, this study gives suggestions as follows. Companies that would like to use blogs as advertisement tool should make different marketing plans according to different ages, occupations, incomes and blog using behaviors in order to gain the most efficient outcome.

並列關鍵字

travel blog ； reading motivation ； trust ； word of mouth

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