網路的快速發展，越來越多消費者在網路閱讀及分享個人旅遊資訊，同時也帶動觀光產業開始注重建構於具有吸引力的網站，強調使用者參與網路資訊內容的新世代，因此具互動與社交性導向的社群網站紛紛興起，成為企業在發展新行銷平台的方向。本研究針對社群網站的使用者為對象，探討社群網站內旅遊資訊內容的品質、態度與行為意圖之間影響的關係；本研究藉由網路發放問卷，有效問卷回收共427份。研究結果顯示：(1)品質對於態度有正向顯著的影響。(2)態度對行為意圖有正向顯著的影響。(3)品質對於行為意圖有正向顯著的影響。(4)態度對品質與行為意圖之間存在部分中介效果。 The rapid development of Internet, more and more consumers in the Web Reader and share personal travel information, but also led to the construction of the tourism industry began to focus on attractive sites, stressed that the new generation of information users to participate in web content, so sociability and interaction with the Social Network Sites have emerging as a new direction in the development of enterprise marketing platform. In this study, users of social network sites targeted to explore the quality of information within the community tourism website content, affect the relationship between attitudes and behavior intentions; this study by Internet questionnaires, 427 valid questionnaires recovered parts. The results show: (1) The information quality for Attitude has a positive and significant effect. (2) Attitude for behavioral intentions has a positive and significant effect. (3) The information quality for behavioral intentions has a positive and significant effect. (4) The attitude for the quality and behavioral intentions between the mediating effects.
