資料載入處理中...
臺灣人文及社會科學引文索引資料庫系統
:::
網站導覽
國圖首頁
聯絡我們
操作說明
English
行動版
(18.117.96.26)
登入
字型:
**字體大小變更功能,需開啟瀏覽器的JAVASCRIPT,如您的瀏覽器不支援,
IE6請利用鍵盤按住ALT鍵 + V → X → (G)最大(L)較大(M)中(S)較小(A)小,來選擇適合您的文字大小,
如為IE7以上、Firefoxy或Chrome瀏覽器則可利用鍵盤 Ctrl + (+)放大 (-)縮小來改變字型大小。
來源文獻查詢
引文查詢
瀏覽查詢
作者權威檔
引用/點閱統計
我的研究室
資料庫說明
相關網站
來源文獻查詢
/
簡易查詢
/
查詢結果列表
/
詳目列表
:::
詳目顯示
第 1 筆 / 總合 1 筆
/1
頁
來源文獻資料
摘要
外文摘要
引文資料
題名:
遊客搜尋旅遊資訊的探索--信任對行為意圖之關鍵驅動力
書刊名:
行銷科學學報
作者:
張淑青
作者(外文):
Chang, Su-ching
出版日期:
2011
卷期:
7:2
頁次:
頁179-199
主題關鍵詞:
涉入
;
信任
;
心流
;
行為意圖
;
Involvement
;
Trust
;
Flow
;
Behavioral intentions
原始連結:
連回原系統網址
相關次數:
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:
1
共同引用:
8
點閱:10
由於科技發達,遊客經常上網搜尋旅遊的相關資訊,網際網路因而是觀光旅遊產業相當重要的溝通媒介。回顧文獻發現涉入、信任、心流等變數對電子商務及搜尋網路資訊的重要性,探索這些變數對行為意圖的影響,對觀光旅遊產業發展溝通策略,將有策略性的管理意涵。回顧網路行為之相關研究,一併探討涉入、信任、心流與行為意圖間影響關係的研究似付之闕如,觸發本研究之動機。本研究目的在了解遊客上網搜尋旅遊資訊之行為意圖,建構以涉入與信任為前因變數、心流為中介變數、行為意圖為結果變數之線性結構方程模式(SEM),來探討各變項間之交互影響關係,選擇搜尋網路旅遊資訊為研究範圍,發展結構性問卷,採用判斷抽樣方法針對到訪澎湖的遊客為問卷調查對象。總計得到483份有效問卷,首先進行樣本結構描述性分析,並採用驗證性因素分析、問卷個別題項信度、構念成份信度及平均抽取變異分析進行信度與效度分析,最後依據因果模式之參數估計值進行研究假設之檢定。研究結果發現本研究所建構之因果模式是適配的,個別題項信度、構念成份信度及平均抽取變異,亦均達到可接受水準。本研究驗證涉入→心流、信任→心流之路徑都呈現顯著正向影響,心流潛在構念被解釋的變異為22%,心流→行為意圖、涉入→行為意圖及信任→行為意圖等影響路徑,亦有顯著正向影響,行為意圖潛在構念被解釋的變異則高達76%。此外,分析影響行為意圖之影響路徑,包括涉入→行為意圖、信任→行為意圖等兩條路徑之直接效果合計為0.8906,而涉入→心流→行為意圖、信任→心流→行為意圖等兩條路徑之間接影響效果為0.0336,總效果合計為0.9242。再將經由「涉入」所驅動之行為意圖的影響總效果與經由「信任」所驅動之行為意圖的影響總效果相互比較,顯示由「信任」驅動行為意圖的影響效果較強(0.5125>0.4117),證明了「信任」是驅動遊客未來持續搜尋、上網購買旅遊產品與推薦他人上網搜尋旅遊資訊意圖之關鍵因子,支持在虛擬環境中,信任在電子商務中所扮演的關鍵角色,研究結果提供澎湖觀光旅遊相關產業擬定溝通策略的參考。
以文找文
Since the technology developed, the visitors usually searched for the tourism information by internet, thus, the internet is a pretty important communication media of tourism industry. Literature review shows that how the importance of involvement, trust and flow variables is of ecommerce and searching for information by internet. To explore the effects of these variables on behavioral intentions will have strategic management implications for tourism industry to develop the communication strategy. According to literature reviews, the related research of online behavior have been overlooked for discussing the relationships between involvement, trust, flow and behavioral intentions, thus encourage this study to explore their relationships. The purpose of this study is to understand the insights of visitors' searching for tourism information by using internet and construct a structural equation model (SEM) which adopts involvement and trust as the antecedents; flow as the mediated variable, and behavioral intentions as the effect variable for testing their relationships. Searching behavior for tourism information by internet was selected to be the research scope and a structural questionnaire was developed to be the survey tool, the visitors in Penghu were selected to constitute our study samples by judgment sampling. A total of 483 valid questionnaires were collected for analysis. Firstly, descriptive analysis and sample structure analysis were adopted. Then, confirmative factor analysis, individual item reliability, composite reliability and average variance extracted were undertaken to analyze the reliability and validity. Finally, hypothesis test was based on parameter estimates value of causal model. The findings of this study revealed that the structural model fit the data very well; individual item reliability, composite reliability and average variance extracted were acceptable as well. Our results demonstrate that both involvement and trust have positive effects on flow which explains the variance R-square value is 0.22; flow, involvement and trust have positive effects on behavioral intentions which explain the variance R-square value is 0.76 as well. In addition, the results of parameter estimates analysis indicate that the total of direct estimates effects of involvement on behavioral intentions and trust on behavioral intentions is 0.8906, and the total of indirect estimates effects of involvement→flow→behavioral intentions and trust flow→behavioral intentions is 0.0336, the total of direct estimates effects and indirect estimates effects is 0.9242. However, comparing with the total effects of behavioral intentions drivers by involvement and trust, it shows that the driving effect of trust is stronger than the involvement does (0.5125>0.4117), and "trust" could be seen as a key driver of visitors’ keeping in online searching, purchasing travel products by online searching and recommending intentions, and this study present empirical support for what the propositions of trust is successful factor of e-commerce in virtual environment and trust plays a key role of ecommerce. On the basis of the research results, the concrete and strategic suggestions of communication strategy are offered for promoting the related tourism industry in Penghu.
以文找文
期刊論文
1.
林育則、夏康寧(20110600)。奢侈品之炫耀性、涉入程度與心流體驗對消費者購買意願之影響--以高價盆栽為例。企業管理學報,89,57-80。
延伸查詢
2.
Pilke, E. M.(2004)。Flow Experiences in Information Technology Use。International Journal of Human-Computer Studies,61(3),347-357。
3.
Hoffman, D. L.、Novak, T. P.(1996)。Marketing in Hypermedia Computer-Mediated Environment Conceptual Foundations。Journal of Marketing,60(3),50-68。
4.
Pomfret, Gill(2006)。Mountaineering adventure tourists: A conceptual framework for research。Tourism Management,27(1),113-123。
5.
吳志正、張雍昇、徐承鍇(20060500)。旅遊電子商務網站中信任、互動、心流及使用行為意願之關聯性的探討。輔仁管理評論,13(2),161-194。
延伸查詢
6.
Agarwal, R.、Karahanna, E.(2000)。Time flies when you're having fun: cognitive absorption & beliefs about information technology usage。MIS Quarterly,24(4),665-694。
7.
Bakker, A. B.(2005)。Flow among music teachers & their students: The crossover of peak experience。Journal of Vocational Behavior,66(1),26-44。
8.
Castefranchi, C.、Tan, Y. H.(2002)。The Role of Trust & Deception in Virtual Societies。International Journal of Electronic Commerce,6(3),55-70。
9.
Fam, K. S.、Foscht, T.、Collins, R. D.(2004)。Trust & the online relationship-an exploratory study from New Zeal。Tourism Management,25(2),195-207。
10.
Finneran, Christina M.、Zhang, Ping(2003)。A person-artefact-task (PAT) model of flow antecedents in computer-mediated environments。International Journal of Human-Computer Studies,59(4),475-496。
11.
Hsu, Chin-Lung、Lu, His-Peng(2004)。Why do people play online games? An extended TAM with social influences & flow experience。Information & Management,41(7),853-868。
12.
Havitz, M. E.、Mannell, R. C.(2005)。Enduring Involvement, Situational Involvement, & Flow in Leisure & Non-leisure Activities。Journal of Leisure Research,37(2),152-177。
13.
Kiili, K.(2005)。Content creation challenges & flow experience in educational games: The IT-Emperor case。The Internet & Higher Education,8(3),183-198。
14.
Luo, X.(2002)。Trust Production & Privacy Concerns on the Internet: A Framework Based on Relationship Marketing & Social Exchange Theory。Industrial Marketing Management,31(2),111-118。
15.
Quelch, J. A.、Klein, L. R.(1996)。The Internet & International Marketing。Sloan Management Review,37(3),60-75。
16.
Ratnasingham, Pauline(1999)。Risks in Low Trust among Trading Partners in Electronic Commerce。Computers & Security,18(7),587-592。
17.
Rettie, R.(2001)。An exploration of flow during Internet use。Internet Research,11(2),103-111。
18.
Skadberg, Y. X.、Kimmel, J. R.(2004)。Visitors' flow experience while browsing a Web site: its measurement, contributing factors & consequences。Computers in Human Behavior,20(3),403-422。
19.
Slama, M.、Tashchian, A.(1985)。Selected Socioeconomic & Demographic Characteristics Associated with Purchasing Involvement。Journal of Marketing,49(1),72-82。
20.
Webster, J.、Trevino, K. L.、Ryan, L.(1993)。The dimensionality & correlates of flow in human-computer interactions。Computers in Human Behavior,9(4),411-426。
21.
Garbarino, Ellen、Johnson, Mark S.(19990400)。The Different Roles of Satisfaction, Trust, and Commitment in Consumer Relationships。Journal of Marketing,63(2),70-87。
22.
Pace, Steven(2004)。A Grounded Theory of the Flow Experiences of Web Users。International Journal of Human-Computer Studies,60(3),327-363。
23.
Moorman, Christine、Deshpandé, Rohit、Zaltman, Gerald(1993)。Factors Affecting Trust in Market Research Relationships。Journal of Marketing,57(1),81-101。
24.
Novak, Thomas P.、Hoffman, Donna L.、Yung, Yiu-Fai(2000)。Measuring the Customer Experience in Online Environments: A Structural Modeling Approach。Marketing Science,19(1),22-42。
25.
Laurent, Gilles、Kapferer, Jean-Noël(1985)。Measuring Consumer Involvement Profiles。Journal of Marketing Research,22(1),41-53。
26.
Zeithaml, Valarie A.、Berry, Leonard L.、Parasuraman, Ananthanarayanan Parsu(1996)。The behavioral consequences of service quality。Journal of Marketing,60(2),31-46。
27.
Chen, Hsiang、Wigand, Rolf T.、Nilan, Michael S.(1999)。Optimal experience of Web activities。Computers in Human Behavior,15(5),585-608。
28.
Bagozzi, Richard P.、Yi, Youjae(1988)。On the Evaluation of Structural Equation Models。Journal of the Academy of Marketing Science,16(1),74-94。
29.
Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing,58(3),20-38。
30.
Anderson, J. C.、Gerbing, D. W.(1988)。Structural equation modeling in practice: A review & recommended two-step approach。Psychological Bulletin,103(3),411-423。
31.
Bloch, Peter H.、Richins, Marsha L.(1983)。A Theoretical Model for the Study of Product Importance Perceptions。Journal of Marketing,47(3),69-81。
研究報告
1.
丘宏昌(2001)。網路交易中顧客利益之分析。
延伸查詢
2.
洪秀婉(2005)。網路消費者購物行為之研究。
延伸查詢
3.
張愛華(2001)。網路購物之消費行為研究。
延伸查詢
學位論文
1.
楊珮茹(2003)。消費者購物動機、涉入與心流經驗關係之研究--以百貨公司女性消費者為例(碩士論文)。國立高雄第一科技大學。
延伸查詢
2.
黃瓊慧(2000)。從沈浸(flow)理論探討台灣大專學生之網路使用行為(碩士論文)。國立交通大學。
延伸查詢
圖書
1.
陳正昌、程炳林、陳新豐、劉子鍵(2004)。多變量分析方法--統計軟體應用。台北市:五南圖書出版股份有限公司。
延伸查詢
2.
交通部觀光局(2006)。2006年觀光年報。台北市:交通部觀光局。
延伸查詢
3.
Csikszentmihalyi, M.(1975)。Beyond boredom & anxiety。San Francisco:Jossey Bass。
4.
Loudon, D. L.、Bitta, A. J. D.(1988)。Consumer Behavior: Concepts & Application。New York:McGraw-Hill。
5.
Bollen, Kenneth A.、Long, J. Scott(1993)。Testing Structural Equation Models。Sage Publications, Inc.。
6.
Engel, J. F.、Blackwell, R. D.、Miniard, P. W.(1995)。Consumer behavior。The Dryden。
7.
Fishbein, M.、Ajzen, I. B.(1975)。Belief, Attitude, Intention & Behavior: An Introduction to Theory & Research。Reading, MA:Addison-Wesley。
其他
1.
資策會(2009)。2009年9月底止台灣上網人口,http://www.find.org.tw/find/home.aspx?page=many&id=246, 2010/07/14。
2.
資策會(2009)。2009年我國家庭寬頻應用現況與需求調查--應用行為,http://www.find.org.tw/find/home.aspx?page=many&id=245。
延伸查詢
3.
資策會(2009)。2009年我國家庭寬頻現況與需求調查--家戶與個人連網指標,http://www.find.org.tw/find/home.aspx?page=many&id=249。
延伸查詢
圖書論文
1.
Houston, M. J.、Rothschild, M. L.(1978)。Conceptual & Methodological Perspectives in Involvement。Research Frontiers in Marketing: Dialogues & Directions。Chicago:American Marketing Association。
推文
當script無法執行時可按︰
推文
推薦
當script無法執行時可按︰
推薦
引用網址
當script無法執行時可按︰
引用網址
引用嵌入語法
當script無法執行時可按︰
引用嵌入語法
轉寄
當script無法執行時可按︰
轉寄
top
:::
相關期刊
相關論文
相關專書
相關著作
熱門點閱
1.
西塘漢服節的涉入與地方依附對旅遊動機與行為意圖探討
2.
傳統文化節慶情感、滿意度與行為意圖的關聯性解釋
3.
看見臺灣盆栽產業新未來
4.
臺灣大專院校學生廚藝課程流暢體驗探討
5.
社群網站使用顧慮、隱私政策與行為意圖關聯性之研究
6.
影響遊客造訪意願之決定性因素:以網站品質、心流體驗及SoLoMo態度延伸科技接受模式
7.
資訊隱私機制與信任對Facebook社群網站使用者行為意圖影響之研究
8.
行動商務網站品質、心流體驗及網路口碑對消費動機影響之研究
9.
衝浪參與者休閒涉入、遊憩專門化與心流體驗之關係研究
10.
伴手禮購買動機、購買情境、感官體驗與炫耀性消費之關係
11.
自行車運動參與者運動涉入、流暢體驗與幸福感之關係研究
12.
教師教學過程中心流體驗之研究
13.
An Empirical Study of Consumers' Online Shopping Behavior Based on the Technology Acceptance Model (TAM)
14.
消費者之民宿代寫文態度對信任與行為意圖之影響
15.
奢侈品之炫耀性、涉入程度與心流體驗對消費者購買意願之影響--以高價盆栽為例
1.
探討網路直播的持續分享意圖 —心流理論觀點
2.
探討民眾對數位微噴畫作接受意願研究:以膠彩畫為例
3.
領隊人員專業職能與道德行為對旅客行為意圖之影響:兼論領隊信任之中介效果
4.
網站使用性與美感對使用者行為意圖影響之研究
無相關書籍
無相關著作
1.
多元文化下的資訊行為研究
2.
高雄市銀髮族人格特質、旅遊動機、旅遊阻礙及旅遊意向關係之探討
3.
旅遊資訊彙整平臺的用戶體驗設計與研究
4.
高齡者健康旅遊的關鍵內涵
5.
高齡友善休閒旅遊推動之探討
6.
A Timely Interactive Recommender System for a Women-and-Children E-Commerce Platform
7.
Development Assessment and Strategy Planning in Cloud Computing Industry
8.
Design of a Mobile E-Learning Forecasting System Based on a Case Study Using Multiple Intelligence Analysis
9.
Deformable Model Using Radial Basis Functions Based Level Set Interpolation with an Ellipse Constraint
10.
The Effect of Website Quality Features and Cognitive Absorption on Social Network Site Usage: A Cross-National Study
11.
Youtube.PT: A Portuguese Profile on Youtube
12.
Finger Knuckle Print Based Verification Using Minimum Average Correlation Energy Filter
13.
Share a Secret Image with Invertible and Lossy Characteristics
14.
Exploring the Choice Behavior on the Retailing Delivery Provider for Online Auction Consumers
15.
Multiagent System Based on Genetic Access Matrix Analysis
QR Code