近年來關於用戶的網路經驗描述之相關研究已開始發展，本研究欲探討用戶瀏覽旅遊網站蒐集資訊時所造成的沉浸經驗，且此沉浸體驗對用戶之後續學習態度及行為造成影響。因此本研究試圖了解(1)自助旅行者在瀏覽該網站時的沉浸經驗；(2)探討影響用戶沉浸之因素；(3)此沉浸經驗是否會改變或影響其後續行為。 本研究採用Wu & Chang（2005）針對旅遊網站所發展之問卷，以線性結構模式對假設進行驗證，並從有效問卷中篩選符合沉浸之樣本進行訪談，藉此了解沉浸對其後續行為產生的影響和改變。研究結果顯示：一，在自助旅遊網站中，互動是影響沉浸的關鍵因素。二，當用戶在網站經歷沉浸，他們會想多了解更多網站介紹的資訊。三、沉浸也能導致態度和行為的改變，包括查詢更多的信息，甚至前往拜訪該目的地。 Characterizations of users' experiences on the Web are beginning to appear. The goal of this study is to explore people's online experience while visiting a tourism website, and the experience how lead to changes of attitude and behavior. This research attempts to understand (1) Backpackers' experience with respects to a tourism website; (2) to explore factors that affect user's flow; (3) The experience will change or affect its subsequent behavior. In this study, we use questionnaire by Wu and Chang ( 2005 ) for tourism site development. Researcher adopt LISREL model to test hypotheses , and select the sample from the questionnaire were interviewed .To understand the experience how change or affect its subsequent behavior. The results show (1) self-service tourism Web site, the interaction is the key factor affecting flow. (2) Flow experience is closely related to users' acceptance of information in learning about a tourism destination. (3) It can also lead to changes of attitude and behavior, including inquiring for more information and visiting the destination.
