資訊涉入、資訊信賴、資訊滿意與資訊忠誠關係之研究－以民宿產業為例

Study on Relationship between Information Involvement, Information Reliance, Information Satisfaction and Information Fidelity-With B &B Industry as an Example

10.6338/JDA.201406_9(3).0004

鍾政偉(Cheng-Wei Chung)；顏德府(Te-Fu Yen)

資訊效果 ； 民宿產業 ； 線性結構方程式 ； information involvement ； B&B industry ； SEM

Journal of Data Analysis

9卷3期（2014 / 06 / 15）

99 - 121

繁體中文

對於消費者而言媒體的多元化以及資訊的快速流動，可以增加決策的速度以及提高對於消費品項的價值。本研究以民宿產業為例，透過Next to Pass的取樣方法，應用線性結構方程式，驗證消費者的資訊涉入、資訊信賴、資訊滿意與資訊忠誠之關係。研究結果顯示，資訊涉入對資訊信賴度、資訊信賴度對資訊滿意度、資訊信賴度對資訊忠誠度以及資訊滿意度對資訊忠誠度呈現正向影響；而資訊涉入對資訊滿意度呈現負向影響，並且資訊涉入對資訊忠誠度無顯著影響。說明了，當消費者對於民宿產品的資訊涉入越高，其對於資訊滿意度越低，顯示出民宿的資訊平台內容不確實以及資訊不豐富；於搜尋結束後，對於結果不滿意，也說明了現階段民宿產業所提供的資訊內容無法達到消費者的期待。消費者對於自己所搜尋的資料信賴感越高，其滿意度與忠誠度亦隨之提升。而資訊涉入必須透過信賴才會對於忠誠具有影響效果，也說明了資訊在取得後，必須驗證其價值與實用性，才會具有忠誠效果。

For consumers, the diversification of media and the rapid flowing of information can increase the speed of decision-making and enhance the value of the consumer items. This study uses the B&B industry as the example, and verifies the relationship between information involvement, information reliance, information satisfaction and information fidelity of consumers. Sampling method (Next to Pass) and linear structural equation are used. The results suggest that the information involvement has a positive influence on degree of reliance, and degree of reliance on degree of satisfaction, and degree of satisfaction on loyalty. However, information involvement has a negative influence on degree of satisfaction, and no significant impact on loyalty. This suggests that the more consumers are involved in information of B&B products, the lower their degree of satisfaction about information, which means that the information platform of B&B industry is not accurate and abundant. The dissatisfaction about the results after search also means that the information provided by the present B&B industry cannot live up to consumers' expectation. The higher the degree of reliance of consumers about the data searched by themselves, the higher the degree of satisfaction and loyalty. Since the information involvement can only have impact on the loyalty through reliance, the acquired information must be verified about its value and practicability before exerting loyalty effect.

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