| 摘要: | 手機已成為旅遊時的必備工具，在旅遊時不僅可以使用社群軟體打卡貼文，也可以透過社群軟體來安排旅遊地點，而其中社群軟體的使用更是在旅遊時分享自己旅遊樂趣的方法之一。本研究透過了解旅遊者的動機、社會性影響與使用意向三者之間的關係，探討旅遊者在旅遊時使用社群軟體的行為意向。我們以社群軟體的使用者為研究對象，共回收有效問卷共302份後先進行驗證性因素分析確立整體模式後，再使用路徑分析及相關統計方法進行分析。 研究發現旅遊者在旅行時較常使用的社群軟體以Line佔大多數，其次為Instagram及Facebook，使用族群多集中在21～30歲已有輕中度的社群軟體使用習慣之年輕族群且多數人都是高年資的社群軟體使用者，最常在旅遊與用餐時使用社群軟體分享自己的旅遊樂趣。不同背景的旅遊者其使用動機、社會性影響及使用意向有部分顯著差異。此外，透過路徑分析，發現社會性影響對使用意向部分影響，且社會性影響對動機有直接影響，動機也對使用意向有直接影響，而使用動機在社會性影響對使用行為意向間具有部分中介效果存在。
Phone has become a necessary tool for travel, not only can use the Community software check-in when traveling, but also through the Community software to arrange the tourist location, and the use of social software is a way of sharing their own tourism fun. This study explores the relationship between tourists, motivations, social influence and usage intention, and probes into the behavior intention of tourists using community software in tourism. We take the user of social software as the object of study, after a total of 302 valid questionnaires were collected, then the whole model was established by confirmatory factor analysis, then the path analysis and related statistic methods were used to analyze. A study found that the social software that tourists use more frequently during travel is mostly in Line, followed by Instagram and Facebook, and the use of ethnic groups is concentrated in the young population of 21~30 yearsold, which already has a light medium social software usage, and most of them are highly-experienced community software users, Most often use community software to share your travel fun while traveling and eating. There are some significant differences between the use motivation, social influence and the use intention of tourists from different backgrounds. In addition, through path analysis, it is found that the influence of social influence on the use of intention, and the social impact of motivation has a direct impact on the use of intention has a direct impact, and the use of motivation in the social impact of the use of behavioral intent has a partial intermediary effect exists. |
