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題名:旅遊者不同決策階段採用社交網絡之決定因素
作者:紀塔妮
作者(外文):Nathatenee Gebsombut
校院名稱:國立中興大學
系所名稱:科技管理研究所
指導教授:何建達
學位類別:博士
出版日期:2022
主題關鍵詞:目標框架理論使用與滿足理論科技接受模型消費者決策過程社群網站旅遊產業Goal framing theoryUses and gratification theoryTechnological acceptance modelConsumer decision-making processSocial networking sitesTourism industry
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由於旅遊產業的高訊息消費率,旅遊業是一個重要的網路使用者。社群網站(SNS)在旅遊業中扮演者重要的角色,有助於資訊檢索、旅遊決策和旅行者與服務供應商之間的互動。旅行者利用線上評論來宣傳旅遊公司提供的產品和服務。旅行者可以線上交流旅遊資訊和體驗,也可以直接向旅遊經營者提供回饋,以幫助它們未來提供更好地服務。因此,使用SNS的頻率與使用它們的旅行決策過程階段而有所差異。本研究目的在於了解消費者在消費決策過中的各階段SNS的使用意圖。由於旅遊資訊交易量龐大,因此,本研究以個案研究法。目前的研究有助於了解影響SNS採用意圖,特別是在旅行前和旅行後的階段。本研究採用這兩階段進行分析,主要是因為旅行者在 SNS 中發揮著不同的功能。透過目標框架理論、使用和滿足理論、科技接受模型、消費者決策過程和傳播要素的組成,本研究目的為分析旅遊部門 SNS 背景下的傳播要素。
第一項研究調查了旅行者的各種特性與旅行前使用 SNS 的行為意圖的關聯性。首先,在旅行前期間,資訊隱私自我效能對使用 SNS 的意圖具有正向顯著的影響。結果顯示,SNS 系統提供商和應用程序開發商在開發平台時應考慮使用者的數據隱私。客製化與知覺有用性和主觀規範的具有關聯。研究發現,當消費者收到根據他們的興趣量身定做的資訊時,他們會對其產生強烈的依戀性,並確定其他人與他們有相同的偏好。 此外,透明度對主觀規範有顯著的影響。換句話說,線上對於在旅行前為遊客提供新資訊和虛擬體驗是重要關鍵。
第二項研究調查使用社群網站的相同類型的旅行者。旅行者可能會高度重視自給自足和奢華的旅行。因此,研究2探討影響旅行後 SNS 使用意圖的因素。首先,系統可訪問性對旅行後渴望使用SNS具有正向顯著的影響。由於智慧旅遊的影響,使得遊客成長快速。系統可訪問性對娛樂動機和關係維護動機有顯著的影響。此外,消費者參與對娛樂動機和關係維護動機有很強的有利影響。其次,資訊準確性對娛樂動機以及旅行後SNS 採用意圖具有顯著的影響。關係維護動機對娛樂動機和增加旅行後SNS使用意願有顯著影響。最後,在旅行後階段,娛樂動機對SNS使用意圖有正向顯著的影響。
Due to the industry's high rate of information consumption, tourism is a significant internet user. Social networking sites (SNSs) are crucial in tourism because they facilitate information retrieval, travel decision-making, and engagement between travellers and service providers. Travellers utilise online reviews to spread the word about the products and services offered by tourism businesses. Travellers can exchange travel information and experiences online and provide direct feedback to tourism operators to help them better in the future. As a result, the frequency with which SNSs are utilised varies depending on the stage of the trip decision-making process at which they are employed. This dissertation aims to acquire a better knowledge of consumers' intention to utilise SNSs at various stages of the consumer decision-making process. Due to the massive volume of information transactions in tourism, this dissertation will use the industry as a case study. The current study contributes to our understanding of the essential aspects that influence SNS adoption intentions, particularly during the pre-and post-trip stages. This dissertation selects these two stages because tourists perform distinct functions in the SNSs. By applying goal framing theory, uses and gratification theory, technological acceptance model, consumer decision-making process, and communication components, this study seeks to analyse communication elements in the context of tourism sector SNSs.
The first study investigated the associations between various characteristics and pre-trip behavioural intention to utilise SNSs. To begin, during the pre-trip period, information privacy self-efficacy has a positive and significant effect on the intention to use SNSs. As a result of this conclusion, providers of SNS systems and application developers should consider data privacy when developing platforms. Customisation is associated with a significant increase in perceived usefulness as well as subjective norms. This study discovered that when consumers receive information tailored to their interests, they build a strong attachment to it and identify those other individuals who share their preferences. Also, transparency has a beneficial effect on subjective norms. To summarise, online channels are crucial for giving tourists new information and virtual experiences before their trip.
The second study revealed the same type of travellers who used social networking sites. Tourists may place a premium on self-sufficient and magnificent travel. As a result, study 2 explores the factors that influence the intention to use SNSs following a trip. To begin, system accessibility has a positive and significant effect on post-trip desire to use SNSs. As a result of intelligent tourism, tourist growth is gaining momentum. System accessibility has a considerable favourable effect on entertainment motivation and relationship maintenance motivation. Also, consumer involvement has a strongly favourable effect on entertainment motivation and relationship maintenance motivation. Next, information accuracy has a considerable favourable effect on entertainment motivation as well as intention to adopt SNSs after their trip. Relationship maintenance motivation significantly affects entertainment motivation and increases post-trip intention to use SNSs. Finally, in the post-trip stage, entertainment motivation positively and considerably boosts the intention to use SNSs.
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