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研究生:何惠雯
研究生(外文):HO, HUI-WEN
論文名稱:橘色勢力:郵輪臉書貼文設計對橘世代之廣告溝通效果影響研究
論文名稱(外文):Power of Orange: A Study of Cruise Travel Advertisements Posts on Facebook and Its Impact on the Pre-Senior Tourists
指導教授:陳玟妤陳玟妤引用關係
指導教授(外文):CHEN, WEN-YU
口試委員:呂江泉蔡忠宏陳玟妤
口試委員(外文):LU, CHIANG-CHUANTSAI, CHUNG-HUNGCHEN, WEN-YU
口試日期:2020-06-30
學位類別:碩士
校院名稱:國立屏東大學
系所名稱:休閒事業經營學系碩士班
學門:民生學門
學類:運動休閒及休閒管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:中文
論文頁數:124
中文關鍵詞:郵輪旅遊橘世代遊客臉書粉絲專頁廣告溝通效果實驗法
外文關鍵詞:Cruise TravelPre-Senior TouristsFacebook Fan PageAdvertisement Communication EffectExperimental method
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  隨著社群網站的崛起,臉書(Facebook)儼然已成為時下最具有影響力的社群網站之一,不只年輕人,現今許多橘世代也喜歡使用;有鑑於此,風靡全球的郵輪旅遊不僅可以透過社群網站的行銷方式,以高品質的旅遊行程吸引橘世代的注意,更能為郵輪創造出更驚人的橘色商機。本研究採用實驗法,探討不同的郵輪臉書粉絲專頁之貼文設計,進而影響廣告溝通效果之影響因素與作用。研究設計分為兩個階段,第一階段採半結構性訪談形式與各受訪者進行深入訪談,共訪談2位專家及5位50-64歲之受訪者,透過訪談方式可以得知對於貼文部分則是認為影片、圖片搭配精簡的文字描述、特殊或聳動的標題和有重點資訊的貼文較容易吸引他們瀏覽。第二階段則是透過線上問卷調查,分別測量兩組(控制組與實驗組)之粉絲專頁在廣告溝通效果上是否具有差異。第一階段樣本為121 份,第二階段為112份,有效問卷回收率分別為83.4%與94.9%,透過獨立樣本t-test 檢定控制組與實驗組之廣告溝通效果,研究結果發現,控制組與經過修改設計後之實驗組在廣告溝通效果上有顯著之差異。本研究結果可以彌補過往針對橘世代與臉書粉絲專頁貼文廣告研究中不足之處,實務上可作為提供旅遊業者在未來的郵輪旅遊產品規劃與行銷方面,有實質參考方針,進而提高橘世代消費者之購買意願。
  Facebook is regarded the most influential social media at present; not only young people, but also many pre-seniors are fond of it. In accordance with the aforesaid, the globally-popular cruise tourism can utilize the social media to appeal to pre-senior by providing them with high-quality itineraries. In return, it also creates more lucrative business opportunities for the cruise operators. This study applies an experimental design approach and is separated into two stages: the first stage is in-depth interviews. Totally, two experts and five interviewees aged from 50 to 64 are interviewed. The second stage is group testing: two groups (control group and experimental group) are tested respectively to verify if there is any difference regarding advertising communication effect between these two groups. There are 121 samples collected in the first stage and 112 samples in the second stage. Meanwhile, the advertising communication effect of control group and experimental group are tested through independent sample t-test. The findings indicate there is significant difference between the control group and the modified experimental group on advertising communication effect. The findings can make up the deficiency of previous studies, and further provide the tourism industry with specific guidelines for cruise itinerary marketing. Above all, they could help improve the purchasing intention of consumers.
致謝辭 i
中文摘要 ii
英文摘要 iii
內容目錄 iv
表目錄 vi
圖目錄 viii

第一章 緒論 1
 第一節 研究背景與動機 1
 第二節 研究問題與目的 6
 第三節 研究流程 10
第二章 文獻回顧 11
 第一節 郵輪旅遊 11
 第二節 橘世代(年輕銀髮族)遊客 13
 第三節 臉書粉絲專頁貼文 15
 第四節 廣告溝通效果 16
第三章 研究方法 20
 第一節 研究架構 20
 第二節 研究假設 21
 第三節 操作型定義 23
 第四節 研究設計與抽樣方法 25
 第五節 問卷設計 30
 第六節 分析方法 34
第四章 資料處理與分析 36
 第一節 專家深度訪談結果分析 36
 第二節 曾搭乘郵輪者之深度訪談結果分析 40
 第三節 問卷基本描述與信度分析 44
 第四節 控制組與實驗組樣本之同質性分析 46
 第五節 第一階段問卷之分析 47
 第六節 第二階段問卷之分析 54
 第七節 廣告溝通效果之廣告態度、品牌態度及購買意願三構面之相關分析 60
 第八節 研究假設檢定 61
第五章 結論與建議 64
 第一節 研究結論 64
 第二節 研究貢獻與價值 69
 第三節 研究限制 72
 第四節 未來研究建議 73
參考文獻 75
附錄 100
 附錄A 專家訪談問卷 100
 附錄B 受訪者訪談問卷 113
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