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題名：消費者之民宿代寫文態度對信任與行為意圖之影響
書刊名：鄉村旅遊研究
作者：呂佳茹 引用關係／李瞱淳／洪婷勻
作者(外文)：Lu, Chia Ju／Li, Ye Chuen／Hung, Ting Yun
出版日期：2011
卷期：5:2
頁次：頁31-42
主題關鍵詞：民宿；對代寫的態度；信任；行為意圖；Attitude towards ghostwriting；B & B；Trust；Behavior intention
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:1
  • 共同引用共同引用:17
  • 點閱點閱:49
越來越多的民宿業者藉由部落格來建立口碑，部落格的口碑開始商業化。本研究旨在探討消費者在閱讀部落格文章後，對民宿部落格代寫文之態度，以及代寫關係揭露前與揭露後對於消費者信任與行為意圖之影響，確立三者之關係之同時亦驗證揭露代寫關係前後信任差異對態度與行為意圖差異關係之中介效果。本研究為橫斷面研究，採用網路問卷調查法進行研究資料之收集，共有195份有效問卷。以描述性統計與相關分析，了解樣本之人口統計資料與研究變項之關係，再以t檢定與階層迴歸分析進行研究假說之驗證。研究結果發現，揭露代寫文關係前後的信任與行為意圖皆有顯著差異，對代寫文的態度越正向，則對信任及行為意圖的差異度越低；同時揭露代寫前後的信任對代寫的態度與行為意圖差異之關係產生完全中介效果。
More and more B&B (Bed and Breakfast) management build their brand by writing recommendation on the blog. The commercial relationship between B&B and bloggers are being formed. This study explores the impact of attitude towards B& B ghostwriting on difference between pre-exposition and post- exposition on trust and behavior intention. The relationship between these three variables are examined, further the mediating effect of trust difference on the relationship between attitude towards ghostwriting and behavior intention difference is tested. A survey is conducted to collect the research data in March, 2010. There are 195 subjects to be surveyed by internet. The descriptive statistics and correlation analysis are applied to understand the backgrounds of subjects and the relationship among research variables. To test the hypotheses, t-test and hierarchical regression analyses are used. There are significant differences between pre-exposition and post-exposition on trust and behavior intention. The attitude towards ghostwriting significantly impacts trust and behavior intention differences of pre-exposition and post-exposition. In addition, trust difference of pre-exposition and post-exposition has mediating influence on the relationship between attitude towards ghostwriting and behavior intention difference.
期刊論文
1.方興東、劉雙桂(2005)。博客（Blog）平臺的特色和商業前景分析。網路社會學通訊期刊，36。  延伸查詢new window
2.林克寰(2003)。部落格與全民媒體化。數位文化誌。  延伸查詢new window
3.林郁峰、林玥秀(20090900)。民宿部落格行銷。管理實務與理論研究，3(3)，52-77。new window  延伸查詢new window
4.Aaker, J.、Fournier, S.、Brasel, S. A.(2004)。When Good Brands Do Bad。Journal of Consumer Research，31(1)，1-16。  new window
5.Anderson, J. C.、Narus, J. A.(1990)。A Model of Distributor Firm and Manufacturer Firm Working Partnership。Journal of Marketing，54(1)，42-58。  new window
6.Beck, L.、Ajzen, I.(1991)。Predicting Dishonest Actions Using the Theory of Planned Behavior。Journal of Research in Personality，25(3)，285-301。  new window
7.Fichter, D.(2003)。Why and How to Use Blogs to Promote Your Library's Services。Marketing Library Services，17(6)，1-4。  new window
8.Frazier, P. A.、Tix, A. P.、Barron, K. E.(2004)。Testing Moderator and Mediator in Counseling Psychology。Journal of Counseling Psychology，51(1)，115-134。  new window
9.Lituchy, T. R.、Rail, A.(2000)。Bed and Breakfasts, Small Inns, and the Internet: the Impact of Technology on the Globalization of Small Busines。Journal of International Marketing，8(2)，86-97。  new window
10.Macintosh, G.、Lockshin, L. W.(1997)。Retail Relationships And Store Loyalty: A Multi-Level Perspective。International Journal of Research in Marketing，14(5)，487-497。  new window
11.Taylor, Steven A.、Hunter, Gary L.、Longfellow, Timothy A.(2006)。Testing an Expanded Attitude Model of Goal-Directed Behavior in a Loyalty Context。Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior，19，18-39。  new window
12.Trafimow, D.、Finlay, K. A.(1996)。The Importance of Subjective Norms for a Minority of People: Between-Subjects and Within-Subjects Analyses。Personality and Social Psychology Bulletin，22，820-828。  new window
13.Crosby, Lawrence A.、Evans, Kenneth R.、Cowles, Deborah(1990)。Relationship Quality in Services Selling: An Interpersonal Influence Perspective。Journal of Marketing，54(3)，68-81。  new window
14.Putrevu, Sanjay、Lord, Kennth R.(1994)。Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions。Journal of Advertising，23(2)，77-91。  new window
15.Doney, Patricia M.、Cannon, Joseph P.(1997)。An Examination of the Nature of Trust in Buyer-Seller Relationship。Journal of Marketing，61(2)，35-51。  new window
16.Sirdeshmukh, Deepak、Singh, Jagdip、Sabol, Barry(2002)。Consumer trust, value, and loyalty in relational exchanges。The Journal of Marketing，66(1)，15-37。  new window
17.Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing，60(2)，31-46。  new window
18.Ganesan, Shankar(1994)。Determinants of long-term orientation in buyer-seller relationships。Journal of Marketing，58(2)，1-19。  new window
19.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
20.McKnight, D. Harrison、Chervany, Norman L.(2001)。What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology。International Journal of Electronic Commerce，6(2)，35-59。  new window
21.Gefen, David(2000)。E-commerce: The role of familiarity and trust。Omega: The International Journal of Management Science，28(6)，725-737。  new window
22.Breckler, Steven J.(1984)。Empirical Validation of Affect, Behavior, and Cognition as Destine Components of Attitude。Journal of Personality and Social Psychology，47(6)，1191-1205。  new window
23.Ajzen, I.(1991)。The theory of planned behavior。Organizational Behavior and Human Decision Processes，50(2)，179-211。  new window
24.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。  new window
25.Mitchell, Andrew A.、Olson, Jerry C.(1981)。Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?。Journal of Marketing Research，18(3)，318-332。  new window
會議論文
1.林万登、徐詩要(2009)。一般旅館業現況經營管理分析--以南投及嘉義地區為例。第十屆休閒、遊憩、觀光學術研討會暨國際論壇。台北：中華民國戶外遊憩學會。  延伸查詢new window
學位論文
1.張淑青(2000)。價格知覺對顧客滿意影響之研究--以觀光旅遊為例(博士論文)。國立臺北大學，新北市。new window  延伸查詢new window
2.傅毓亭(2010)。部落格倫理：探討代寫文在信任與購買意願之角色(碩士論文)。國立中正大學。  延伸查詢new window
3.張益銘(2009)。臺東市民宿現況調查與經營型態之研究(碩士論文)。國立臺東大學。  延伸查詢new window
4.鄒文恩(2005)。體驗行銷、體驗價值、顧客滿意與行為意向關係之研究--以華納威秀電影院為例(碩士論文)。朝陽科技大學。  延伸查詢new window
圖書
1.Aiken, L. R.(2002)。Attitudes and Related Psychosocial Construct。Thousand Oaks：Sage。  new window
2.Ajzen, I.(1985)。From Intentions to Actions: A Theory of Planned Behavior。Springer Verlag。  new window
3.Ajzen, I.、Fishbein, M.(1980)。Understanding Attitudes and Redacting Social Behavior。Englewood Cliffs, NJ：Prentice Hall。  new window
4.Cantril, H.、Allport, G. W.(1935)。The Psychology of Radio。New York：Harper。  new window
5.Krech, D.(1967)。Elements of Psychology。N. Y.：Mcgraw-Hill。  new window
6.Engel, James F.、Blackwell, Roger D.、Miniard, Paul W.(1995)。Consumer behavior。Dryden Press。  new window
7.Fishbein, Martin、Ajzen, Icek(1975)。Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research。Addison-Wesley Publishing Company。  new window
 
 
 
 
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