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研究生:周淑慧
研究生(外文):Shu-Hui Chou
論文名稱:自助旅行者對旅遊社群知識共享意願之探討
論文名稱(外文):Independent Travelers Knowledge Sharing of Intention on Travel Social Networking Sites
指導教授:陳宜棻陳宜棻引用關係
指導教授(外文):Yi-Fen Chen
學位類別:碩士
校院名稱:中原大學
系所名稱:國際經營與貿易研究所
學門:商業及管理學門
學類:貿易學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:60
中文關鍵詞:自助旅行旅遊社群知識共享結構方程式
外文關鍵詞:Independent travelerTravel social networking sitesKnowledge sharingStructural equation modeling
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在全球網際網路及社群興起下,自助旅行者透過旅遊社群強大的即時互動及知識共享,已引起許多旅遊業者、商家的注意,紛紛成立旅遊社群來進行行銷。然而,過往旅遊社群的研究,大部份為社群的使用意願,對於自助旅行者知識共享意願的心理因素,卻鮮少被討論。因此,本研究從自助旅行者的創新人格特質、社群認同來探討使用旅遊社群知識共享的意願。
本研究以使用過旅遊社群為研究對象,透過網路問卷共收集480份有效樣本,並進行結構方程式(Structural Equation Modeling, SEM)分析,透過LISREL 8.8進行驗證因素分析和結構模型分析,以驗證各變數之間關係。本研究結果顯示,自助旅行者的個人創新特質會影響主觀知識和知覺風險;社群認同會影響信任和歸屬感;信任會影響知覺風險及歸屬感,而主觀知識及歸屬感對旅遊社群知識共享意願有正向影響。冀望本研究結果有助於旅行業管理者在行銷策略及旅遊社群管理之參考。
In the rise of global Internet and the social community, independent travelers acquiring real-time interaction and knowledge sharing through the travel social networking sites. It was attracted important attention by many tourists and companies. They are trying to set up travel social networking sites to carry out marketing awareness or attractiveness. However, most of the research in the past focusing on travel social networking sites or the willingness to use for the community, it is rarely discussed for the independent traveler''s willingness to share knowledge. Therefore, this study is to explore the willingness to share knowledge using the travel social networking sites through the independent traveler''s innovative personality traits and community identity.
In this study, a total of 480 valid questionnaires were collected by network survey and analyzed by Structural Equation Modeling (SEM). The validation factor analysis and structural model analysis were carried out by LISREL 8.8 to verify the results and the relationship between the variables. The results of this study indicate that independent travelers'' personal innovation traits affects subjective knowledge and perceived risk; community identity affects trust and sense of belonging; trust will affect perceived risk and sense of belonging. Moreover, subjective knowledge and sense of belonging has a positive impact to knowledge shared willingness of the travel social networking sites. It is hoped that the results of this study will help the managers of the travel industry have reference when managing the marketing strategy and travel social networking sites management.
摘要 I
Abstract II
誌謝 III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究流程 3
第二章 文獻探討 4
第一節 自助旅行 4
第二節 網路社群 4
第三節 創新人格特質 5
第四節 主觀知識 6
第五節 知覺風險 7
第六節 社群認同 8
第七節 信任 8
第八節 歸屬感 9
第九節 知識共享 11
第三章 研究方法 14
第一節 研究架構 14
第二節 研究假說 15
第三節 研究變數與操作型定義 16
第四節 問卷設計 16
第四章 資料分析 19
第五章 結論與建議 34
第一節 研究結論 34
第二節 學理意涵 36
第三節 管理意涵 37
第四節 研究限制及未來研究建議 40
參考文獻 41
附錄一 正式問卷 49

圖目錄
圖1 研究流程 3
圖2 研究架構 14
圖3 研究架構標準化參數估計值 32

表目錄
表1 民國104年度國人旅遊狀況調查 1
表2 研究變數與操作型定義 16
表3 研究變數操作性定義與衡量問項 17
表4 樣本結構 20
表5 最常瀏覽旅遊社群網站 21
表6 性別分布比率 21
表7 年齡分布比率 22
表8 教育程度分布比率 22
表9 職業分布比率 23
表10 使用網路經驗分布比率 23
表11 每天上網平均時數分布比率 24
表12 每週瀏覽旅遊社群時間分布比率 24
表13 量測尺度及模型適配度表 26
表14 區別效度的結果 27
表15 模型配適度指標 28
表16 潛在變項之間的直接效果、間接效果與總效果 29
表17 理論結果模式路徑係數與假說檢定 31
表18 中介效果的檢驗 33
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