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題名：你今天部落格了嗎？--影響旅遊部落格使用意願之因素探討
書刊名：觀光休閒學報
作者：陳宜棻 引用關係／李妙純
作者(外文)：Chen, Yi-fen／Li, Miao-chun
出版日期：2012
卷期：18:1
頁次：頁1-26
主題關鍵詞：旅遊部落格；部落格獨特性；部落格互動性；部落格情感體驗；部落格訊息來源可信度；Travel blog；Blog distinctiveness；Blog feel experience；Blog interaction；Blog message source credibility
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:0
  • 共同引用共同引用:32
  • 點閱點閱:793
在全球網際網路普及化下，部落格強大的溝通效果及特性，已引起許多旅遊業者、商家的注意，紛紛成立旅遊部落格來進行行銷。然而，過往將部落格運用在旅遊產業的研究，大部份為旅遊網站部落格使用者的特性，以旅遊部落格為基底，探討旅遊部落格特性，對於使用者在部落格的心理因素(認同、信任)的消長，進而影響旅遊部落格使用意願的研究，卻未被討論。究竟旅遊部落格中哪些特性，會透過認同與信任，影響旅遊部落格使用意願，則為本文之主要研究問題。本研究以部落格認同、部落格信任，作為中介變數，探討部落格獨特性、部落格情感體驗、部落格互動性，以及部落格訊息來源可信度對旅遊部落格使用意願之影響。本研究透過網路問卷，共收集423 份樣本，進行結構方程模式分析。本研究結果有助於旅行社管理者在行銷策略與旅遊部落格管理之參考。
The concept of blog marketing was generated from the application of blogs. A large number of travel agents notice the powerful effects of blog communication in marketing.However, prior studies focus on user characteristics on travel blog. No studies specifically investigate influences of travel blog features such as blog identification and blog trust on blog use intention. Therefore, this study has attempted to investigate how travel blog use intention is influenced by blog distinctiveness, blog feel experience, blog interaction, and blog source credibility. Furthermore, blog identification and blog trust are moderators in this study. In this study, 423 participants completed the online questionnaire and usable surveys were returned. Results of this study provide some practical ideas to mangers of travel agencies on their marketing strategies and managing travel blogs.
期刊論文
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會議論文
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3.施偉佳(2006)。部落格旅遊訊息內容對讀者動機之影響。  延伸查詢new window
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圖書論文
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