臺灣博碩士論文加值系統

隨著網際網路的發展及Web2.0時代的來臨，消費者能夠輕易地在網路及社群平台上搜尋旅遊相關資訊，旅遊型態也由傳統的跟團旅行逐漸轉為自助旅行。因應社群媒體的崛起，許多背包客開始在臉書上分享旅遊資訊，同時經營自身品牌並販售新型態的旅遊產品。對於旅行有興趣的消費者也選擇透過社群平台搜尋及分享旅遊相關資訊，旅行業行銷人員因此開始重視社群廣告的內容和形式，並嘗試找出最有效率且最能吸引消費者的廣告操作模式。

本研究以九十路公車-半背包小眾旅行團為研究案例，九十路公車為國內少有之新型態旅遊公司，主打半背包小眾行程，目標族群為喜好深度旅行的年輕消費者，其致力於在臉書平台之行銷，透過旅行圖文及影片的分享，吸引粉絲的關注及分享，同時於臉書平台推出自身旅行產品。本研究方式採用實驗法，同時於實體及網路發放問卷，受測對象為18-30歲有使用臉書之群眾，共計收回480筆有效資料。透過資料分析結果，探討不同媒體形式及長度之廣告內容特性（可信性、資訊性、娛樂性、干擾性）對於數位消費者行為的影響，同時採用重要性—表現矩陣分析，分析各項特性在數位消費者行為中的重要性及表現。

本研究結果顯示，臉書廣告內容之可信性、資訊性、娛樂性皆會正向影響數位消費者行為；臉書廣告內容之干擾性則會負向影響數位消費者行為；媒體形式及媒體長度對於廣告特性影響數位消費者行為具有調節效果。此外，社群廣告之資訊性及娛樂性是影響數位消費者行為最顯著的兩項特性。透過重要性—表現矩陣分析結果發現，在媒體形式的部分，影音貼文較圖像貼文具有更良好的表現；而在媒體長度的部分，觀看所需時間較長的貼文反而在可信性、資訊性及娛樂性上有更好的表現，並透過分析結果給予旅行產業之行銷人員實務上的建議。

With the development of the Internet and the advent of the Web2.0 era, consumers can easily search for travel-related information on the Internet and social network, and the type of travel has gradually changed from traditional group travel to independent travel. In response to the rise of social media, many backpackers began to share travel infor-mation on Facebook, while operating their own brands and selling new types of travel products. Consumers interested in travel can also choose to search and share trav-el-related information through social network. Therefore, travel industry marketers have begun to pay attention to the content and type of social advertising, and try to find the most efficient and attractive advertising strategy.

This case study uses the Ninetyroad travel company as the research case. The Ninetyroad travel is a rare new type of tourism company in Taiwan, focusing on half-backpack tours, and the target customer is young consumers who like deep travel. It is committed to marketing on Facebook, attracting fans’ attention and feedback through the sharing of travel photos and videos, and launching its own travel products on Facebook. The method of this research adopts an experimental method, and the questionnaires are distributed both entity and online. The tested subjects are people aged 18-30 who have used Facebook, and a total of 480 valid data have been collected. Through the results of data analysis, explore the impact of different media types and lengths of advertising content characteristics (credibility, informativeness, entertain-ment, irritation) on the behavior of digital consumers, and use importance-performance matrix analysis to analyze various characteristics Importance and performance in the behavior of digital consumers.

The results of this study show that the credibility, informativeness, and entertain-ment of Facebook advertising content will positively affect digital consumer behavior; the irritation of Facebook advertising content will negatively affect digital consumer behavior; media types and media length has a moderating effect on advertising char-acteristics affecting digital consumer behavior. In addition, the informativeness and entertainment of social advertising are the two most significant characteristics that af-fect the behavior of digital consumers. Through the importance-performance matrix analysis, it is found that in the media types, video posts have a better performance than image posts; while in the media length, posts that take longer to watch have a better performance on credibility, informativeness and entertainment, then give practical ad-vice to marketers in the travel industry through the analysis results.

書名頁 i
論文口試委員審定書 ii
中文摘要 iii
英文摘要 v
誌謝 vii
目錄 viii
表目錄 xi
圖目錄 xii
第壹章緒論 1
第一節研究背景與動機 1
第二節研究問題 4
第貳章文獻探討 5
第一節旅遊產業概況 5
一、旅遊型態的轉變 5
二、網際網路對旅遊產業的影響 6
第二節臉書的發展與影響 7
一、臉書使用現況 7
二、臉書廣告貼文使用現況 10
第三節廣告內容特性 13
一、可信性 13
二、資訊性 13
三、娛樂性 14
四、干擾性 14
第四節數位消費者行為 14
一、AISAS模型發展 14
二、AISAS行為模式定義 15
第五節研究架構與假說 17
一、可信性對數位消費者行為之影響 18
二、資訊性對數位消費者行為之影響 18
三、娛樂性對數位消費者行為之影響 19
四、干擾性對數位消費者行為之影響 19
五、媒體形式之調節效果 20
六、媒體長度之調節效果 20
第參章研究方法與設計 21
第一節研究方法 21
一、實驗法 21
二、研究場域 22
三、研究對象 22
四、資料蒐集 23
第二節研究變項的定義與衡量 24
一、可信性量表 24
二、資訊性量表 25
三、娛樂性量表 25
四、干擾性量表 26
五、AISAS消費者行為模式量表 26
六、受測者背景資料 29
第三節資料分析方法 30
一、敘述性統計 30
二、信效度分析 30
三、路徑分析 31
四、多群組分析 31
五、重要性—表現矩陣分析 31
第肆章研究分析與結果 32
第一節敘述性統計 32
第二節信效度分析 35
第三節路徑分析 38
第四節媒體形式之調節作用 40
一、多群組分析—媒體形式 40
二、媒體形式之重要性—表現矩陣分析 42
第五節媒體長度之調節作用 54
一、多群組分析—媒體長度 54
二、媒體長度之重要性—表現矩陣分析 56
第伍章結論與建議 68
第一節研究結論 68
一、臉書廣告內容之可信性會正向影響數位消費者行為 68
二、臉書廣告內容之資訊性會正向影響數位消費者行為 68
三、臉書廣告內容之娛樂性會正向影響數位消費者行為 69
四、臉書廣告內容之干擾性會負向影響數位消費者行為 69
五、媒體形式對於臉書廣告內容特性影響數位消費者行為具有調節效果 69
六、媒體長度對於臉書廣告內容特性影響數位消費者行為具有調節效果 70
第二節學術貢獻與實務意涵 71
一、學術貢獻 71
二、實務意涵 71
第三節研究限制與未來建議 74
一、擴大研究樣本 74
二、探討不同平台 74
三、探討不同特性 74
中文文獻 75
英文文獻 76
網路資料 86
附錄一、問卷 87

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