隨著科技的進步，利用網路進行消費已經成為現代人最主要的消費方式之一，而消費者能透過網站的方式，即時了解產品及重要的資訊，並進行比較，對於旅遊業營運的影響扮演重要的一環。本研究即以網路購物消費者為研究對象，以類社會臨場感理論所揭示的「親密感」、「理解感」、「主宰感」、「参與感」與「正面觀」等五個構面，探究消費者所認知的類社會臨場感五構面是否會正向影響其旅遊網站購買行程之意圖。研究結果顯示，「主宰感」、「參與感」與「正面觀」對於旅遊網站購買行程之態度有顯著的影響，而旅遊購買行程之態度亦對旅遊網站購買行程之意圖有顯著的效果。

With the progress of science and technology, the use of Internet in consumption has become one of the most important means for modern people, and consumers can through the site, instantly understand the product and important information, and compare the impact of the tourism industry. Drawing on the theory of Para-Social Present, this present study examines the effects of “Intimacy”, “Sense of Understanding”, “Dominance”, “Involvement”, and “Positive” on the buying intention towards travel sites for their trips. The results showed that the “sense of dominance”, “participation” and “positive view” have significant impact upon the buying attitude toward travel site, which in turn affects the intention of the purchase of the travel site.

第一章　前言………………………………………………………………………………………………………………1
第一節 研究背景與動機………………………………………………………………………………………1
第二節 研究目的……………………………………………………………………………………………………3
第三節 研究流程……………………………………………………………………………………………………4
第二章 文獻探討………………………………………………………………………………………………………5
第一節 類社會臨場感理論…………………………………………………………………………………5
第二節 計畫行為理論………………………………………………………………………………………12
第三節 研究假說…………………………………………………………………………………………………15
第三章 研究方法……………………………………………………………………………………………………18
第一節 研究模式……………………………………………………………………………………………………18
第二節 操作型定義………………………………………………………………………………………………18
第三節 量表施測……………………………………………………………………………………………………19
第四節 資料分析法………………………………………………………………………………………………22
第四章 資料分析果……………………………………………………………………………………………23
第一節 樣本分析……………………………………………………………………………………………………23
第二節 信度分析……………………………………………………………………………………………………24
第三節 描述性統計資料分析………………………………………………………………………………24
第四節 假說檢定……………………………………………………………………………………………………25
第五章 結論與建議………………………………………………………………………………………………28
第一節 研究結論……………………………………………………………………………………………………28
第二節 理論與實務意涵………………………………………………………………………………………30
第三節 研究限制與建議………………………………………………………………………………………32
參考文獻
中文部分……………………………………………………………………………………………………………………33
英文部分……………………………………………………………………………………………………………………33
附錄
附錄Ａ…………………………………………………………………………………………………………………………37

一、中文部分
王俊程與江明錦（2009）。促進拍賣社群成員持續互動之整合模式：結合滿意度與社會構面因素。電子商務學報，11(1) ，119-142。
李明洪（2011）。線上購物網站互動性與臨場感對消費者購物價值影響之研究。國立臺灣大學管理學院資訊管理研究所，台北市。
李建億、楊雅斐與房靖騰，（2014）。使用Facebook進行非同步合作學習對學生媒介認知次及參與度影響之研究，華醫學報，40(1)，113-122。
李朝瑞（2010）。影響線上遊戲玩家參與遊戲意願之因素探討。東華大學企業管理學系所碩士論文，花蓮市。
汪志堅、陳翔、江義平與江維彬，（2013）。Facebook社交網站使用因素之量表發展與驗證，電子商務學報，15(3)，319-352。
林士修（2013）。網路商機與實體店鋪之社會臨場感研究-以3c產品為例。中原大學企業管理學系碩士論文，桃園市。
林心慧與曾琬婷（2008）。顧客觀點之線上旅遊系統成功模式：整合理性層級理論與心流理論。電子商務學報，10(3)，689-714。
張書勳、李有仁與林俊成（2010）。「影音分享網站使用者意圖之研究」，資訊管理學報18(1)，53-76。
莫順翔（2011）。探討Web2.0數位典藏網站之使用意向-以泰雅文化為例。國立臺中技術學院資訊工程系，台中市。
郭冠樟與葉乘豪（2012）。以沉浸理論、網路外部性、計畫行為理論探討體感遊戲機購買意圖之研究。國立屏東商業技術學校行銷與流通研究所，屏東市。
程琪（2016）。【台灣觀光熱潮再現，從數字看趨勢！】，大數據，取自：http://group.dailyview.tw/2016/07/20/%E5%8F%B0%E7%81%A3%E8%A7%80%E5%85%89%E7%86%B1%E6%BD%AE%E5%86%8D%E7%8F%BE%EF%BC%8C%E5%BE%9E%E6%95%B8%E5%AD%97%E7%9C%8B%E8%B6%A8%E5%8B%A2%EF%BC%81//。
葉旭榮（1997）。志工參與行為意向模式的建構及其在志工人力資源招募的應用-以老人福利機構志工招募為例。中山大學未出版碩士論文，高雄市。
資策會 FIND（2016）。2016 年7 月調查智慧型手機和網路行為一窺全台民眾日常生活樣貌，取自：https://www.find.org.tw/market_info.aspx?n_ID=9053#。
鄭宜庭（2011）。網路廣告價值模式之建構與驗證 －類社會臨場感理論之應用。義守大學管理學院管理碩博士班，高雄市。
二、英文部分
Ajzen, I. (1985). From intentions to action: A theory of planned behavior, Action-control: From cognition to behavior, 11-39.
Ajzen, I. (1988). Attitudes, personality, and behavior. Chicago, IL: The Dorsey Press.
Ajzen, I. (1991). The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I. and Fishbein, M. (1980). Understanding attitudes and predicting social behavior, Englewood Cliffs, NJ: Prentice-Hall.
Ajzen, I. and Madden, T. J. (1986). Prediction of goal directed behavior: Attitudes, intentions, and perceived behavioral control, Journal of Experimental Social Psychology, 453-474.
Available at: http://www.the-dma.org/dmef/proceedings/2003/10_Schijns_ext_abs.pdf
Barnes, S. J. and Vidgen, R. T. (2002). An integrative approach to the assessment of e-commerce quality, Journal of Electronic Commerce Research, 3(3), 114-127.
Biocca, F., Harms, C., and Burgoon, J. (2003). Towards a more robust theory and measure of social presence: Review and suggested criteria, Presence: Teleoperators and Virtual Environments, 12(5), 456-480.
Brackett, L. K. and Carr Jr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes, Journal of Advertising Research, 41(5), 23-10.
Burgoon, J. K. and Hoobler, G. D. (2002). Handbook of Interpersonal Communication, Beverlary Hill, CA: Sage, 240-298.
Burgoon, J. K., Bonito, J., and et al., (2000). Testing the Interactivity Model: Communication Processes, Partner Assessments, and the Quality of Collaborative Work. Journal of Management Information Systems, 16 (3), 33-56.
Burke, K. and Chidambaram, L. (1999). How much bandwidth is enough? A longitudinal examination of media characteristics and group outcomes, MIS Quarterly, 23(4), 557-580.
Carlson, P. J. and Davis, G. B. (1998). An investigation of media selection among directors and managers: From "self" to "other" orientation, MIS Quarterly, 22(3), 335-362.
Coyle, J. R. and Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites, Journal of Advertising, 30(3), 65-77.
Daft, R. L. and Lengel, R. H. (1986). A proposed integration among information requirements, media richness, and structural design, Management Science, 32(5), 554-571.
Davis, F. D. (1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. (Doctoral dissertation, Sloan School of Management, Massachusetts Institute of Technology).
Ducoffe, H. R. (1995). How consumers assess the value of advertising, Journal of Current Issues and Research in Advertising, 17(1), 1-18.
Ducoffe, R. H. (1996). Advertising value and advertising on the web, Journal of Adverstising Research, 36(5), 21-35.
Fishbein, M. and Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Fogg, B. J. and Tseng, H. (1999). The elements of computer credibility. ACM CHI 99 Conference on Hunman Factors in Computing Systemsm May 15-20, ACM Press, New York, 80-87.
Gatignon, H. and Robertson, T. S. (1991).Innovative Decision Processes, Handbook of Consumer Behavior: Theory and Research, Englewood Cliffs, Prentice-Hall, 316-348.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gefen,D., Karahanna, E., and Straub, D.W.(2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
Ghose, S. and Dou, W. (1998). Interactive functions and their impacts on the appeal of internet presence sites, Journal of Advertising Research, 38(2), 29-43.
Kimelfeld, Y. M. and Watt, J. H. (2001). The pragmatic value of on-line transactional advertising: A predictor of purchase intention, Journal of Marketing Communications, 7(3), 137-157.
Kumar, N. and Benbasat, I. (2002). Para-social presence: A reconceptualization of ‘social presence’ to capture the relationship between a web site and her visitors, Proceedings of the 35th Annuual Hawaii International Conference on System Sciences.
Lombard, M. and Ditton, T. B. (1997). At the heart of it all: The concept of presence, Journal of Computer Mediated Communication, 3 (2), 1-42.
Nass, C. and Steur, J. (1994). Voices, boxes and sources of messages: Computers and social actors. Human Communication Research, 19(4), 504-527.
Nass, C., Lombard, M., Henriksen, L., and Steuer, J. (1995). Anthropocentrism and computers. Behavior and Information Technology, 14(4), 229-238.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Communication, 7(3), 101-134.
Reeves, B. and Nass, C. (1996). The media equation: How people treat computers, television, and new media like real people and places, Chicago, IL, US: Center for the Study of Language and Information; New York, NY, US: Cambridge University Press.
Reeves, B. R. (1991). Being there: Television as symbolic versus natural experience, Unpublished manuscript, stanford University, Institute for Communication Research. CA
Riegelsberger, J., Sasse, M. A., and McCarthy, J. D. (2003). The researcher''s dilemma: evaluating trust in computer-mediated communication. International Journal of Human-Computer Studies, 58, 759-782.
Schijns, J. M. C. (2003). Loyalty and Satisfaction in Physical and Remote Service Encounters, proceedings at the DMEF Educator''s Conference, Orlando, Fl. USA.
Shin, D. H. and Kim, W. Y. (2008). Applying the technology acceptance model and flow theory to cyworld user behavior: implication of the web2.0 user acceptance. Cyberpsychology & Behavior, 11(3), 378-382.
Short, J., Williams, E., and Christie, B. (1976). The social psychology of telecommunication. London: John Wily & Sons.
Stone, T. H., Jawahar, I. M., and Kisamore, J. L. (2010). Predicting academic misconduct intentions and behavior using the theory of planned behavior and personality, Basic and Applied Social Psychology, 32(1), 35-45.
Taylor, S. and Todd, P. A. (1995). Decomposition and cross effects in the theory of planned behavior: A study of consumer adoption intentions, International Journal of Research in Marketing, 12(2), 137-155.
Teoh, K. K. and Cyril, E. U. (2008). The role of presence and para social presence on trust in online virtual electronic commerce, Journal of Applied Sciences, 8(16), 2834-2842.
Zhou, T. and Lu, Y. (2010). Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience. Computers in Human Behavior, 27(2), 883-889.