南華大學機構典藏系統:Item 987654321/25177
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/25177


    Title: 社群網站使用者使用態度、資訊品質對旅遊產品行為意向之影響研究－以Facebook為例
    Other Titles: A Study of the User Attitude, Information Quality and Behavioral Intention of Social Network Sites: A Case Study of Facebook
    Authors: 莊鎧溫;楊榮輝
    Chuang, Kai-Wayne;Yang, Jung-Hui
    Contributors: 南華大學旅遊管理研究所;南華大學旅遊管理研究所
    Tourism Management, Nanhua University;Tourism Management, Nanhua University
    Keywords: 品質;態度;行為意圖;社群網站
    information quality;attitude;behavioral intentions;social network sites;facebook
    Date: 2016-06-01
    Issue Date: 2017-08-16 11:07:17 (UTC+8)
    Publisher: 南華大學旅遊管理學系休閒環境管理碩士班
    Abstract: 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.
    Relation: 環境與管理研究
    17卷1期
    Appears in Collections:[The Journals of Nanhua University ] Journal of environment and management
    [Department of Tourism Management, The M.A. Program of Tourism Management and Leisure Environment Management] Journal of environment and management

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