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研究生:歐振福
研究生(外文):Chen-Fu Ou
論文名稱:遊客網路使用經驗對旅遊資訊需求、口碑傳播及購買意願影響之研究-以旅遊部落格為例
論文名稱(外文):The Effect of internet Experience on The Travel Information Demand, Word-of-Mouth and Purchase Intentions for Travel Blog User
指導教授:王明元王明元引用關係
指導教授(外文):Ming-Yuan Wang
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:觀光與餐旅管理系
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:127
中文關鍵詞:部落格部落格行銷旅遊資訊需求口碑傳播購買意願
外文關鍵詞:blogblog marketingtravel information demandWord-of-Mouth disseminationpurchase intention
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兩岸旅遊業看好龐大的旅遊市場前景,放大視野角度及地理區域,採行更積極主動的旅遊行銷策略,運用文創新意及科技化作為,以消費者的多樣化需求作為旅遊行銷策略方針。運用科技資源,將各類型的旅遊資訊連結至消費者端的通訊產品,已是當前旅遊行銷策略重要的環節。
遊客在計劃旅遊時,會選擇瀏覽旅遊部落格擷取資訊,部落客報導的體驗與分享之訊息,有無誘發遊客的旅遊需求;了解旅遊部落格類型及其口碑傳播作用,有無增強遊客的信任與採用,對於部落格行銷是一個重要課題。本研究目的旨在分析不同遊客人口統計變項及網路使用經驗對旅遊資訊的需求及口碑傳播的影響;遊客的網路使用經驗在旅遊部落格中對購買意願之影響;與旅遊部落格中旅遊資訊需求對口碑傳播之影響。因此以「瀏覽旅遊部落格訪客及高雄觀光景區」之遊客為對象發放問卷680份,回收有效問卷629份,回收率92.37%。使用 SPSS14.0統計軟體分析,分析方法有敘述性統計、因素分析、t檢定、單因子變異數分析、卡方檢定和多元迴歸分析。
研究結果顯示:遊客在計劃旅遊最需要有正面口碑訊息、最新的報導並能激起好奇心話題的部落格,最在意受騙上當。網路使用者認為部落格的專業在於可以容易獲得詳細的景點導覽指南,對風景獨特的景點極感興趣,希望感受體驗異國文化與美食。月收入較低的遊客易受負面訊息的干擾。每週瀏覽旅遊部落格較多次的遊客,較在意部落格專業設計及旅遊知識,也對部落格傳播的口碑訊息最為信任。喜歡旅遊達人類型的遊客,重視部落格的旅遊功能說明及內容專業度。常瀏覽旅遊部落格且常貼文的遊客,易受感性訴求口碑的影響。常參與旅遊部落格討論的遊客,對於素人部落格推薦的旅遊目的地,具有較高之「購買意願」。「旅遊需求」對「口碑影響」有顯著正向影響,其中便捷需求對於部落格口碑的正向影響力更高。
The cross-strait tour market is a promising area for travel industries. Nowadays, the industries employ more active tourism marketing strategies to cater to the need of consumers with novelty and technology. Therefore, it is a critical part of present tourism marketing strategies to know how to associate consumer’s requests with their online communities or online forums.
To fortify the marketing effect and the word-of-mouth impact for the travel industry, it would be an imperative job to clarify what kind of messages that travelers need to obtain from traveling blogs as well as to learn how traveling blogs influence consumers. This study aims to investigate the word-of-mouth impacts of travel blogs as well as the travel blog browser’s experience and analyze their relationships. A total of 680 questionnaires were distributed while 628 of them were valid. The analysis was conducted by SPSS 14.0. Collected data were then analyzed using descriptive statistics, factor analysis, t- test, one-way ANOVA, Chi-square test and multiple stepwise regression analysis.
The results indicated that.tourists were in favor of blogs with positive word-of-mouth messages and the latest information when planning a tour and they resorted to correct information for fear that they might be taken in by false messages. Therefore, professional blogs were considered to be with the detailed tourism attraction guide. The study also showed that tourists were interested in the tour spots with unique scenes, hoping to experience exotic culture and delicacy. Those having under 10000 monthly income were likely to be affected by negative information, altering their original decisions. while those browsing travel blogs 3 to 4 times a week cared about the design and travel knowledge of travel blogs, and they trust word-of-mouth information the most. As for those who are fond of visiting travel pros blogs, they cared whether travel blogs were professional or not, and they prefered sensible marketing methods. The negative messages that travel blogs conveyed would damage the trust of the tourists toward specific tour product. Frequent travel blog browsers and posters were apt to be influenced by sensitive word-of-mouth resort. People who accepted the recommendation of travel amateur blogs were those who liked to participate in the discussion of travel blog, and they were apt to accept the purchasing intentions. Finally, “The demand of tour”posed positive effect in “word-of-mouth influence”, especially in the aspect of “the demand of promptness.
摘要 ⅰ
Abstract ⅱ
誌謝 ⅳ
目錄 ⅴ
表目錄 ⅶ
圖目錄 ⅸ
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 8
1.4 研究範圍與限制 8
1.5 名詞解釋 9
1.6 研究流程 11
第二章 文獻回顧 12
2.1旅遊業的趨勢 12
2.2網路行銷 16
2.3部落格行銷 21
2.4旅遊資訊需求的動機、相關理論及研究 31
2.5 口碑傳播的定義、相關理論及研究 36
2.6購買意願的定義、相關理論及研究 41
第三章 研究方法 45
3.1 研究架構 45
3.2 研究假設 46
3.3 研究變項與操作性定義 46
3.4 問卷設計 49
3.5問卷信度與項目分析 54
3.6 抽樣設計 59
第四章 研究結果 62
4.1 樣本特性分析 62
4.2旅遊需求、口碑效益因素分析 65
4.3網路使用經驗對旅遊需求、口碑影響及購買意願之差異分析 73
4.4人口統計變項對旅遊需求及口碑影響之差異分析 82
4.5網路使用經驗對購買意願之差異分析 91
4.6旅遊需求、口碑影響之顯著性分析 96
4.7研究假設之驗證 97
第五章 結論與建議 102
5.1 結論 102
5.2 建議 105
5.3 後續研究建議 107
參考文獻 108
附錄:研究問卷 124
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