「您被Blog說服了嗎？」－探討領隊部落格對消費者購買意願影響之研究

Are You Convinced by the Blog?-Evidence from the Effect to Consumers' Purchase Intention by the Tour Leaders' Blogs

王國欽(Kuo-Ching Wang) ； 陳瑞倫(Ruey-Luen Chen) ； 詹悉珍(Hsi-Chen Chan) ； 林士雅(Shih-Ya Lin)

《觀光休閒學報》 16卷3期 (2010/12) Pp. 235-261

https://doi.org/10.6267/JTLS.2010.16(3)3

摘要

部落格已是蒐集旅遊資訊最重要的管道，旅行社因應趨勢推動領隊部落格，以領隊的專業代言角色及與團員或網友互動，而成為推廣團體套裝旅遊最主要的工具。本研究為第一個以實際的領隊部落格及實際互動或參團的旅客為樣本，探討領隊部落格特性對使用者滿意度及購買意願的影響，並調查該滿意度與購買意願間的關係及檢測領隊代言效果是否對前項關係具有調節作用。本研究共選出10個知名領隊部落格，並請每位領隊邀請50位部落格使用者或團員為樣本，一共回收349份有效問卷，研究結果發現，部落格特性顯著影響滿意度及購買意願，當使用者滿意度越高，則購買意願亦越高；而領隊代言效果不具調節作用。本研究結果除了可補充部落格相關理論尚有不足之處，結果亦有助於旅行社管理者在行銷策略與領隊部落格管理之參考。

關鍵字

部落格 ； 滿意度 ； 購買意願 ； 領隊代言效果 ； 團體套裝旅遊

並列摘要

As the World Wide Web becomes so wide spread in our daily life, personal blog turns out to be an important source for consumers to gather traveling information. Following the trend, travel agencies build blogs on their websites as marketing tools and expect that tour leaders can promote group package tours on line through their professional endorser images and interactions with group members or potential customers. However, the previous studies never selected tour group members as samples. Therefore, the present study, the first one which selected tour group members who had interaction with tour leader blogs as samples, investigated the characters of tour leader blogs whether they would significantly influence customers' satisfaction and purchase intention or not. This study also examined the moderating effect of the tour leader as endorser on the relationship between satisfaction and purchase intention. Ten tour leader blogs were selected, and each tour leader was requested to invite 50 blog users or tour group members as sampling. In total 349 questionnaires were collected. The results first showed that the characters of the tour leaders' travel blog significantly influenced on consumers' satisfaction and purchase intention respectively. Second, the users' satisfaction had effects on their purchase intention. Third, tour leader as endorser had no moderating effect on the relationship between users' satisfaction and consumers' purchase intention. All results of this study would not only complement the insufficient theory of blog but also provide some practical ideas to mangers of travel agencies on their marketing strategies and managing tour leaders' blogs.

並列關鍵字

blog ； satisfaction ； purchase intention ； tour leader endorser ； group package tour

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