探討影響用戶網路沉浸經驗之因素、衡量方法與沉浸結果－以背包客棧為例

NHUIR > College of Management > Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management > Disserations and Theses(M.A. Program in Tourism Management) > Item 987654321/19451

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Title:	探討影響用戶網路沉浸經驗之因素、衡量方法與沉浸結果－以背包客棧為例
Other Titles:	Visitors' flow experience while browsing a backpackers web site: its measurement, contributing factors and consequences
Authors:	顏伊曼 Yen, Yi-man
Contributors:	旅遊事業管理學系碩士班潘澤仁 Tse-jen Pan
Keywords:	觀光目的地;行為改變;沉浸 Tourist Destination;Flow;Tourism website;Backpacker
Date:	2010
Issue Date:	2015-03-13 12:00:46 (UTC+8)
Abstract:	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.
Appears in Collections:	[Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Disserations and Theses(M.A. Program in Tourism Management)

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