旅遊部落格特性、旅遊部落格瀏覽體驗、體驗滿意度與旅遊意願之關係研究

The Relationships among Travel Blog Characteristics, Travel Blog Browsing Experiences, Experience Satisfaction, and Travel Intention

王政浩(Zheng-Hao Wang)

指導教授 ： 李芸蕙

淡江大學/商管學院/企業管理學系碩士班/碩士(2017年)

https://doi.org/10.6846/TKU.2017.00186

摘要

近年來社群媒體蓬勃發展，改變人們資料搜尋的習慣。關於旅遊資訊的搜尋，部落格則是網友們最愛使用的工具。此外，體驗經濟時代來臨，消費者越來越重視使用者經驗。因此，體驗策畫者應從消費者的角度出發，滿足消費者的體驗需求，與消費者自身產生強而有力的連結，進而促使消費者行為意圖之產生。本研究以刺激-有機-反應模型(S-O-R)模型做為基本架構，以部落格做為主要研究之社群媒體，探討旅遊部落格特性之刺激，經由旅遊部落格瀏覽者在瀏覽過程中產生之體驗以及體驗後的滿意度，將會對旅遊部落格瀏覽者的旅遊意圖產生何種影響本研究採用便利抽樣方式進行問卷調查，回收有效樣本335份，以信度效度分析、迴歸分析等統計方法驗證研究假設。研究結果：(1)旅遊部落格特性(娛樂性與互動性)對旅遊部落格瀏覽體驗(感官體驗、情感體驗、關聯體驗)有顯著正向影響；資訊性對關聯體驗不具正向顯著影響；(2)旅遊部落格瀏覽體驗(感官體驗、情感體驗)對體驗滿意度有顯著正向影響；關聯體驗對體驗滿意度不具正向顯著影響；(3)體驗滿意度對旅遊意願有顯著正向影響；(4)旅遊部落格瀏覽體驗在旅遊部落格特性與體驗滿意度之間具有部分中介效果；(5)體驗滿意度在旅遊部落格瀏覽體驗與旅遊意願之間具有部分中介效果。

關鍵字

S-O-R模型 ； 旅遊部落格特性 ； 旅遊部落格瀏覽體驗 ； 體驗滿意度 ； 旅遊意願

並列摘要

For the past few years, community media booming, changing the habit of people searching for information .The blog is the most favorite tools to search about travel information. In addition, the experience economy is coming, Consumers are paying more and more attention to the user experience. Therefore, the experiential designer should try to put yourself in their shoes and how to satisfy the demands of consumers. Link brand and consumers together .And finally to promote the consumer behavior occur.
This study constructs framework based on S-O-R model (stimulus-organism-response).
We select blog as the main study of the community media, to explore the characteristics of the tourism blog, through the blog visitors in browsing experience and experiential satisfaction, have what kind of impact on travel intention of blog visitors.
The blog visitors questionnaires were issued, 335 valid samples were collected by convenient sampling method, use the hypothesis was verified by statistical methods such as reliability validity analysis and regression analysis. Research result:(1) Travel blog characteristics has a significant positive impact on travel blog browsing experiences,but
information has no significant impact on the relevance experience. (2) Travel blog browsing experiences has a significant positive impact on experience satisfaction,but the association experience has no significant effect on the experience satisfaction. (3) Experience satisfaction has a significant positive impact on travel intention. (4) Travel blog browsing experiences has partial mediating effect on the relationship between travel blog characteristics and experiential satisfaction. (5) Experiential satisfaction has partial mediating effect on the relationship between travel blog browsing experiences and travel Intention.

並列關鍵字

S-O-R model ； Travel Blog Characteristics ； Travel Blog Browsing Experiences ； Experiential Satisfaction ； Travel Intention

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