本研究目的在探討影響閱聽人使用旅遊部落客粉絲專頁的行為與滿意度之因素為何;以及閱聽人對旅遊部落客粉絲專頁的使用與滿意度是否影響部落格的後續使用行為。 本研究透過網路問卷調查法進行,以有加入旅遊部落客粉絲專頁的使用者為研究對象,共回收480份有效問卷。研究結果發現:(1)在粉絲專頁使用行為中,「人際互動性動機」為最有影響力的預測因素,其他像是人口變項中的「年齡」、Facebook使用行為中的「每天使用時數」與「社會臨場感」也皆能有正向預測力,反倒是Facebook使用行為的「每周使用天數」為負向影響。(2)「窺探性動機」是影響粉絲專頁滿意度最有影響力的預測因素,另外像是人口變項中的「教育程度」、「功能性動機」、「平台便利性動機」以及「社會臨場感」與「粉絲專頁使用行為」也都為影響粉絲專頁滿意度的重要因素,但「人際互動動機」為負向影響。研究結果也發現:「粉絲專頁使用行為」與「粉絲專頁滿意度」顯著正向影響部落格後續使用行為,但只有在高涉入度時發生,中涉入度時沒有影響。
This study aims to explore what factors will affect users’ behavior and gratification of travel blogger’s fan page. Furthermore, whether a user’s use behavior and gratification of travel blogger’s fan page may affect subsequent use behavior of blog. An online survey was conducted; 480 users of travel blogger’s fan page completed the questionnaire. The results shows that: (1) “interpersonal motive” is the strongest influential predictor of fan page usage. Other factors like “age”, “the amount of time using Facebook per day” and “social presence” also have positive predictive power, but “the number of days using Facebook per week” has negative impact; (2) “voyeuristic motive” is the most influential predictor of fan page gratification. Other factors like “education”, “functional motive”, “platform convenience motive”, “social presence” and “fan page use behavior” are also important factors in predicting fan page gratification, but “interpersonal motive” has negative impact. The results also indicate that: “fan page use behavior” and “fan page gratification” have significantly positive impact on subsequent usage of the blog, but only in the situation of high involvement.