题名

你今天部落格了嗎？—影響旅遊部落格使用意願之因素探討

并列篇名

Do You Blog Today?-Factors Influencing Use Intention on Travel Blog

DOI

10.6267/JTLS.2012.18(1)1

作者

陳宜棻(Yi-Fen Chen)；李妙純(Miao-Chun Li)

关键词

旅遊部落格 ； 部落格獨特性 ； 部落格互動性 ； 部落格情感體驗 ； 部落格訊息來源可信度 ； travel blog ； blog distinctiveness ； blog feel experience ； blog interaction ； blog message source credibility

期刊名称

觀光休閒學報

卷期/出版年月

18卷1期（2012 / 04 / 01）

页次

1 - 26

内容语文

繁體中文
中文摘要

在全球網際網路普及化下，部落格強大的溝通效果及特性，已引起許多旅遊業者、商家的注意，紛紛成立旅遊部落格來進行行銷。然而，過往將部落格運用在旅遊產業的研究，大部份為旅遊網站部落格使用者的特性，以旅遊部落格為基底，探討旅遊部落格特性，對於使用者在部落格的心理因素（認同、信任）的消長，進而影響旅遊部落格使用意願的研究，卻未被討論。究竟旅遊部落格中哪些特性，會透過認同與信任，影響旅遊部落格使用意願，則為本文之主要研究問題。本研究以部落格認同、部落格信任，作為中介變數，探討部落格獨特性、部落格情感體驗、部落格互動性，以及部落格訊息來源可信度對旅遊部落格使用意願之影響。本研究透過網路問卷，共收集423份樣本，進行結構方程模式分析。本研究結果有助於旅行社管理者在行銷策略與旅遊部落格管理之參考。
英文摘要

The concept of blog marketing was generated from the application of blogs. A large number of travel agents notice the powerful effects of blog communication in marketing. However, prior studies focus on user characteristics on travel blog. No studies specifically investigate influences of travel blog features such as blog identification and blog trust on blog use intention. Therefore, this study has attempted to investigate how travel blog use intention is influenced by blog distinctiveness, blog feel experience, blog interaction, and blog source credibility. Furthermore, blog identification and blog trust are moderators in this study. In this study, 423 participants completed the online questionnaire and usable surveys were returned. Results of this study provide some practical ideas to mangers of travel agencies on their marketing strategies and managing travel blogs.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
参考文献
  1. 許麗玲、徐村和、吳憲政(2009)。影響部落格使用意向的前置因素。電子商務學報，11(1)，1-28。
    連結：
  2. 陳貞吟、盧庭韻(2008)。旅遊部落格之目的地行銷意涵—以淡水為例。觀光休閒學報，14(2)，135-159。
    連結：
  3. 鄭紹成、王雪瀞、葉昱緯(2008)。部落格點閱影響因素探索研究。文大商管學報，13(1)，19-46。
    連結：
  4. 資策會MIC ， (2010) ， MIC 前瞻產業未來十大高科技旋風【線上資料】， 來源：http://mic.iii.org.tw/aisp/pressroom/press01_pop.asp?sno=240&type1=2 [2012, March 17]。
  5. 桂冠旅遊王， (2012) ， 搶當桂冠旅遊王【線上資料】， 來源：http://www.emailcash.com.tw/event/sn/join.asp [2012, March 17]。
  6. Battey, J. (1999). Weblogs mix creative expression with practical information. Retrieved February 20, 2011, from http://www.infoworld.com/cgi-bin/displayNew.pl?/hotsites/hotextra 991101
  7. 雄獅旅遊， (2012) ， 關於雄獅－ 卓越大世紀【線上資料】， 來源：http://www.liontravel.com/comm/aboutlion/main7.asp [2012, April 22]。
  8. Furukawa, T., Ishixuka, M., Matsuo, Y., & Ohmukia, I. K. (2007). Analyzing reading behavior by blog mining. Retrieved October 15, 2011, from http://www.miv.t.u-tokyo.ac.jp
  9. 邱匯川， (2006) ， 從知識解決視角談顧客滿意【線上資料】， 來源：http://tw.myblog.yahoo.com/jw!xm88LrCBBBLfswN_E5VqSe6P6imc/article?mid=8[2010, April 5]。
  10. 資策會FIND ， (2011) ， 2010 年12 月底止台灣上網人口【線上資料】， 來源：http://www.find.org.tw/find/home.aspx?page=many&id=282 [2011, September 17]。
  11. Anderson, J. C.,Gerbing, D. W.(1988).Structural equation modeling in practice: A review and recommended two-step approach.Psychological Bulletin,103(3),411-423.
  12. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structure equations models.Journal of the Academy Marketing Science,16(1),74-94.
  13. Belch, G. E.,Belch, M. A.(2001).Advertising and promotion: An integrated marketing communications perspective.Boston:McGraw-Hill.
  14. Blood, R.(2002).The weblog handbook: Practical advice on creating and maintaining your blog.Cambridge, MA:Perseus.
  15. Bollen, K. A.(Ed.),Long, J. S.(Ed.)(1993).Testing structural equation models.Newbury Park, CA:Sage.
  16. Borgen, S. O.(2001).Identification as a trust-generating mechanism in cooperative.Annals of Public and Cooperative Economics,72(2),209-228.
  17. Bortree, D. S.(2005).Presentation of self on the web: An ethnographic study of teenage girls'weblogs.Education Communication & Information,5(1),25-39.
  18. Bourdieu, P.(1977).Outline of a theory of practice.Cambridge:Cambridge University Press.
  19. Brewer, M. B.(1991).The social self: On being the same and different at the same time.Personality and Social Psychology Bulletin,17(5),475-482.
  20. Carson, D.(2008).The "blogsphere" as a market research tool for tourism estimations: A case study of Australia's northern territory.Journal of Vacation Marketing,14(2),111-119.
  21. Chau, P. Y. K.,Lai, V. S. K.(2003).An empirical investigation of the determinants of user acceptance of internet banking.Journal of Organizational Computing and Electronic Commerce,13(2),123-145.
  22. Chen, Y.-F.(2008).Herd behavior in purchasing books online.Computers in Human Behavior,24(5),1977-1992.
  23. Dearstyne, B. W.(2005).Blogs: The new information revolution?.Information Management Journal,39(5),38-43.
  24. Dholakia, U. M.,Bagozzi, R.,Pearo, L. K.(2004).A social influence model of consumer participation in network-and small-group based virtual communities.International Journal of Research in Marketing,21(3),241-263.
  25. Doney, P. M.,Cannon, J. P.(1997).An examination of the nature of trust in buyer-seller relationships.Journal of Marketing,61(2),35-51.
  26. Du, H. S.,Wagner, C.(2006).Weblog success: Exploring the role of technology.International Journal of Human-Computer Studies,64(9),789-798.
  27. Feng, R.(2004).West Lafayette, IN,Purdue University.
  28. Fishbein, M.,Ajzen, I.(1975).I belief, attitude, intention, and behavior: An introduction to theory and research.Reading, MA:Addision-Wesley.
  29. Fornell, C.,Larcker, D. F.(1981).Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research,18(3),382-388.
  30. Fukuyama, F.(1995).Trust: The social virtues and the creation of prosperity.New York:Free Press.
  31. Gefen, K.,Straub, D.(2003).Trust and TAM in online shopping: An integrated model.MIS Quarterly,1(3),51-90.
  32. Guadagno, R. E.,Okdie, B. M.,Eno, C. A.(2008).Who blogs? Personality predictors of blogging.Computers in Human Behavior,24(5),1993-2004.
  33. Ha, L.,James, E. L.(1998).Interactivity reexamined: A baseline analysis of early business web sites.Journal of Broadcasting & Electronic Media,42(4),457-474.
  34. Hair, F., Jr.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate data analysis (5th ed.).New York:Macmillan.
  35. Hars, A.,Ou, S.(2002).Working for free? Motivations for participating in open-source projects.International Journal of Electronic Commerce,6(3),23-37.
  36. Hassanein, K.,Head, M.(2007).Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping.International Journal of Human-Computer Studies,65(8),689-708.
  37. Herring, S. C.,Scheidt, L. A.,Bonus, S.,Wright, E.(2004).Bridging the gap: A genre analysis of weblogs.Proceedings of the 37th Hawaii International Conference on System Sciences (HICSS-37),Los Alamitos, CA:
  38. Herring, S. C.,Scheidt, L. A.,Wright, E.,Bonus, S.(2005).Weblogs as a bridging genre.Information Technology & People,18(2),142-171.
  39. Hewitt, J. P(1994).Self and society: A symbolic interactionist social psychology.Needham Heights, MA:Allen and Bacon.
  40. Hoffman, D. L.,Novak, T. P.,Peralta, M.(1999).Building consumer trust online.Communications of the ACM,42(4),80-85.
  41. Huang, C.-Y.,Chou, C.-J.,Lin, P.-C.(2010).Involvement theory in constructing bloggers'intention to purchase travel products.Tourism Management,31(4),513-526.
  42. Johnson, T. J.,Kaye, B. K.(2004).Wag the blog: How reliance on traditional media and the internet influence credibility perceptions of weblogs among blog users.Journalism & Mass Communication Quarterly,81(3),622-642.
  43. Joy, A.,Sherry, J. F.(2003).Speaking of art as embodied imagination: A multisensory approach to understanding aesthetic experience.Journal of Consumer Research,30(2),259-282.
  44. Karandikar, A.(2007).College Park, MD,University of Maryland.
  45. Kathy, E. G.(2004).,未出版
  46. Keng, C.-J.,Ting, H.-Y.(2009).The acceptance of blogs: Using a customer experiential value perspective.Internet Research,19(5),479-495.
  47. Kim, D. J.,Ferrin, D. L.,Raghav, R. H.(2008).A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents.Decision Support Systems,44(2),544-564.
  48. Lim, K. H.,Sia, C. L.,Lee, M. K. O.,Benbasat, I.(2006).Do I trust you online, and if so will I buy an empirical study of two trust-building strategies.Journal of Management Information Systems,23(2),233-266.
  49. Mael, F.,Ashforth, B. E.(1992).Alumni and their alma mater: A partial test of the reformulated model of organization.Journal of Organizational Behavior,13(2),103-123.
  50. McGuire, W. J.,McGuire, C. V.,Cheever, J.(1986).The self in society: Effects of social contexts on the sense of self.British Journal of Social Psychology,25(3),259-270.
  51. McKnight, D. H.,Choudhury, V.,Kacmar, C.(2000).Trust in e-commerce vendors: A two-stage model.Proceedings of International Conference on Information Systems (ICIS2000),Brisbane, Australia:
  52. Miller, C. R.,Shepherd, D.(2009).Blogging as social action: A genre analysis of the weblog.The Norton Book of Composition Studies
  53. Morgan, R. M.,Hunt, S. D.(1994).The commitment-trust theory of relationship marketing.Journal of Marketing,58(3),20-38.
  54. Moscovici(Ed.)(1972).Introduction à la psychologie sociale.Paris:Larousse.
  55. Muniz, A. M.,O''Guinn, T. C.(2001).Brand community.Journal of Consumer Research,27(4),412-432.
  56. Murdick, R. G.,Render, B.,Russell, R. S.(1990).Service operations management.Boston:Allyn and Bacon.
  57. Nakajima, S.(2005).Discovering important bloggers based on analyzing blog threads.IEIC Technical Report,105(171),23-28.
  58. Newhagen, J. E.,Rafaeli, S.(1996).Symposium: The net.Journal of Communication,46(1),4-12.
  59. Ohanian, R.(1990).Construction and validation of a scale to measure celebrity endorser's perceived expertise, trustworthiness, and attractiveness.Journal of Advertising,19(3),39-52.
  60. Paternoster, R.,Brame, R.,Mazerolle, P.,Piquero, A.(1998).Using the correct statistical test for equality of regression coefficients.Criminology,36(4),859-866.
  61. Peck, J.,Wiggins, J.(2006).It just feels good: Customers' affective response to touch and its influence on persuasion.Journal of Marketing,70(4),56-69.
  62. Pine, B. J.,Gilmore, J. H.(1998).The experience economy: Work is theatre and every business a state.Boston:Harvard Business School Press.
  63. Rogers, E. M.(1995).Discussion of innovations (4th ed.).New York:Free Press.
  64. Schiffman, L. G.,Kanuk, L. L.(1991).Consumer behavior (4th ed.).Upper Saddle River, NJ:Prentice Hall.
  65. Schmallegger, D.,Carson, D.(2008).Blogs in tourism: Changing approaches to information exchange.Journal of Vacation Marketing,14(2),99-110.
  66. Schmitt, B. H.(1999).Experiential marketing.Journal of Marketing Management,15(1),53-67.
  67. Scoble, R.,Israel, S.(2006).Naked conversations: How blogs are changing the way businesses talk with customers.Hoboken, NJ:John Wiley and Sons.
  68. Sen, S.,Bhattacharya, C. B.(2001).Does doing good always lead to doing better? Consumer reactions to corporate social responsibility.Journal of Marketing Research,38(2),225-243.
  69. Sheth, J. N.,Newman, B. I.,Gross, B. L.(1991).Why we buy what we buy: A theory of consumption values.Journal of Business Research,22(2),159-170.
  70. Shinnar, R. S.(2008).Coping with negative social identity: The case of Mexican immigrants.Journal of Social Psychology,148(5),553-576.
  71. Smith, R. E.,Swinyard, W. R.(1982).Information response models: An integrated approach.Journal of Marketing,46(1),81-94.
  72. Todoroki, S. I.,Konishi, T.,Inoue, S.(2006).Blog-based research notebook: Personal informatics workbench for high-throughput experimentation.Applied Surface Science,252(7),2640-2645.
  73. Wagner, C.,Bolloju, N.(2005).Supporting knowledge management in organizations with conversational technologies: Discussion forums, weblogs, and wikis.Journal of Database Management,16(2),1-8.
  74. Wood, W.,Behling, R.,Haugen, S.(2006).Blogs and business: Opportunities and headaches.Issues in Information Systems,7(2),312-316.
  75. Worchel(Ed.),Austin, W. G.(Ed.)(1985).Psychology of intergroup relations.Chicago:Nelson-Hall.
  76. Yang, C. C.(2007).Factors influencing internet users' perceived credibility of news-related blogs in Taiwan.Telematics and Informatics,24(2),69-85.
  77. Yang, Z.,Jun, M.,Peterson, R. T.(2004).Measuring customer perceived online service quality: Scale development and managerial implications.International Journal of Operations & Production Management,24(11),1149-1174.
  78. Zhang, K. Z. K.,Lee, M. K. O.,Cheung, C. M. K.,Chen, H.(2009).Understanding the role of gender in bloggers' switching behavior.Decision Support Systems,47(4),540-546.
  79. 李慶長、張銀益、施偉佳、胡俊之、蔡聰源(2009)。部落格旅遊訊息內容對讀者消費動機之影響。北商學報，16(1)，81-97。
  80. 谷玲玲、張惠蓉(2002)。網路社群的人際互動：以玉山虛擬航空公司為例。新聞學研究，72，55-83。
  81. 施偉佳(2006)。輔仁大學資訊管理研究所。
被引用次数
  1. 賴靖憲,陳宜棻,方祖德(2020)。以方法目的鏈探討中高齡者旅遊價值內涵。觀光休閒學報，26(1)，1-34。
print cancel