使用者瀏覽線上旅遊社群媒體影響 旅行意向之研究

The influence of browsing travel social media on browsers’ travel intentions

徐暐勛(Wei-Hsun Hsu)

指導教授 ： 陳文國 ； 楊文廣

朝陽科技大學/管理學院/休閒事業管理系/碩士(2014年)

摘要

隨著觀光旅遊產業的成長，旅行產品日漸多元，且消費者自我主張意識高漲，使得消費者於旅行前進行資訊收集之習慣已逐漸受到重視，而便捷的網際網路成為主要的資訊蒐集管道。且社群媒體廣泛使用的時代下，旅遊資訊的分享比以往更加方便快速。因此，了解消費者如何參與旅遊社群媒體，並進而影響其旅遊決策是一個重要的議題。本研究針對Bhattacherjee (2001)所提之資訊系統持續使用模式(IS)作為基礎架構，再加上Escalas and Stern (2003) and Hsiao et al. (2013)的共鳴觀點，以及信賴度、知覺相似度、自我參照、知覺美學、敘事結構等前因，探討消費者瀏覽旅遊社群媒體後，產生的參與旅遊意圖之行為。採用網路問卷方式進行，共計252份有效問卷。本研究採用結構方程模式分析，並使用PLS資料分析軟體做為統計分析工具。研究結果顯示，資訊系統持續模式可以解釋線上旅遊社群口碑之影響。且加入共鳴觀點，更能提高資訊系統持續使用模式解釋線上旅遊社群的使用者行為之解釋力。

關鍵字

資訊系統持續使用模式 ； 持續使用 ； 社群媒體 ； 共鳴

並列摘要

Along with the growing of tourism industry, travel products are now increasingly diverse; moreover, consumers’ self-assertion and awareness risen up rapidly, cause the habit of collecting information before travel have gradually taken seriously by consumer; also, convenient internet become a major information channel. In the era of social media, moreover, sharing travel information is more easily and quickly than ever. Therefore, understanding how consumers participate in travel social media, and thus affect their travel decisions is an important and worth exploring issue. This study not only use the IS-Continuance Model by Bhattacherjee (2001) but also integrate the frame of empathy, trustfulness, perceived similarity, self-reference, perceived esthetic, and narrative structure by Escalas and Stern (2003) and Hsiao et al. (2013). To investigate the factors that affect users’ continuance using social media. The data used in the study were gathered from online questionnaires. Data were gained from 252 usable respondents. The research model was analyzed by using structural equation modeling techniques through PLS software. The finding shows that perceived usefulness and empathy have significant impact on users’ satisfaction which, in turn, impat on users’ continuance intentions. The results strengthen the explanatory power of IS continuance model in online travel social media area.

並列關鍵字

IS-Continuance Model ； Continuance Intention ； Social media ； Empathy

參考文獻

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