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題名 訊息類型，身份相似性，及先驗知識對於旅遊網站所連結旅遊部落格效果之影響
The impact of massage type, source similarity, and individual’s prior knowledge on the effectiveness of travel website
作者 蕭富藍
Hsiao, Fulan
貢獻者 郭貞博士
蕭富藍
Hsiao, Fulan
關鍵詞 實驗法
旅遊網站
部落格
日期 2005
上傳時間 17-Sep-2009 15:33:11 (UTC+8)
摘要 一般來說，旅遊網站是由商業機制主導，旅遊部落格則被認為是個人經驗所建構而成，當商業旅遊網站加入個人主導的旅遊部落格後，究竟是存在著對立矛盾，或是完美的結合，是本研究的焦點。因此以旅遊網站所連結的旅遊部落格「訊息類型」與「訊息來源的相似性」作為主要操弄變項。其次，為探討影響消費者影響資訊搜尋的個人因素，是否具有調節作用，因此在問卷中測量先驗知識，作為測量變項。並檢視上述變項與網友評估部落格可信度、網站態度、購買意願的交互作用。

本研究以線上實驗法來檢測旅遊部落格的訊息類型，來源專業性、及先驗知識，對於網友對旅遊網站功能的評估。屬於2(訊息類型：旅遊實用訊息/旅遊產品訊息)X2(來源相似性：高-學生 /低-領隊)雙因子設計。並測量受試者的先驗知識，作為測量變項。

研究結果顯示，旅遊實用訊息在部落格可信度、網站態度、購買意願上，皆優於旅遊產品訊息。交互作用方面，「來源相似性高」的情況下，呈現「旅遊實用訊息」有最佳效果，在「來源相似性低」的情況下，呈現「旅遊實用訊息」或「旅遊產品訊息」則無顯著差異。這意味著高來源身份相似性，可提升連結之部落格可信度及網站態度。
參考文獻 中文部分
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線上資料
1. 〈Data memo〉Pew Internet and American Life Project（2005）
http://www.pewinternet.org/reports.asp
2. 〈Blogs Will Change Your Business〉《Business Week》。2005/5/2
http://www.businessweek.com/magazine/content/05_18/b3931001_mz001.htm
3. PTT實業坊網站：http://www.ptt.cc/index.html
4. 李新岳。〈席捲企業的新勢力！Blog Inc.〉。上網日期：2005年7月8日。取自： e天下：
http://mag.udn.com/mag/dc/storypage.jsp?f_MAIN_ID=3&f_SUB_ID=19&f_ART_ID=15497
5. 時報旅遊網：http://www.macrotravel.com.tw/
6. 曹秀雲。〈部落格延燒 網站紛搶進〉。上網日期：2005年7月13日。取自：中時電子報網站：
http://blog.chinatimes.com/blognews/archive/2005/07/13/1285.html
7. 燦星旅遊網：http://blog.startravel.com.tw
8. 謝清富。〈超過三成的人愛自助旅行〉。上網日期：2005年7月13日。取自：東方線上網站：
http://web.isurvey.com.tw
9. 〈九成網友愛旅遊　旅行偏好自己來〉。上網日期：2005年11月22日。取自：創市際市場研究顧問調查網站：
http://www.insightxplorer.com/news/news_11_22_05.html
10. 〈不再相信旅遊廣告　消費者自組網路媒體蒐集資訊〉。上網日期：2005年9月28日。取自：資策會電子商務應用推廣中心網頁：
http://www.find.org.tw/find/home.aspx?page=news&id=3938
11. 〈中華民國九十一年國人旅遊狀況調查〉。上網日期：2002年。
http://202.39.225.136/statistics/File/200212/91%E5%9C%8B%E4%BA%BA%E4%B8%AD%E6%91%98.htm
12. 〈「部落格使用意見調查」研究報告 (二)〉。上網日期：2005年10月31日。取自：創市際市場研究顧問調查網站：
http://www.insightxplorer.com/specialtopic/blog_1031_05.html
13. 〈經濟部商業司電子商務環境整備及企業對個人電子商務推動計畫〉。上網日期：2002年11月。取自：資策會電子商務應用推廣中心網頁：http://mic.iii.org.tw/index.asp
14. 〈線上旅遊服務 新春秋戰國時代 !〉。上網日期：2003年8月18日。取自：創市際市場研究顧問調查網站：
http://www.insightxplorer.com/news/news_08_18.html
15. 〈網路成為旅遊資料重要來源〉。上網日期：2003年9月30日。取自：資策會電子商務應用推廣中心網頁：
http://www.find.org.tw/find/home.aspx?page=news&id=2839
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http://survey.yam.com/survey2001/index.html。
描述 碩士
國立政治大學
廣告研究所
93452013
94
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0093452013
資料類型 thesis
dc.contributor.advisor 郭貞博士zh_TW
dc.contributor.author (Authors) 蕭富藍zh_TW
dc.contributor.author (Authors) Hsiao, Fulanen_US
dc.creator (作者) 蕭富藍zh_TW
dc.creator (作者) Hsiao, Fulanen_US
dc.date (日期) 2005en_US
dc.date.accessioned 17-Sep-2009 15:33:11 (UTC+8)-
dc.date.available 17-Sep-2009 15:33:11 (UTC+8)-
dc.date.issued (上傳時間) 17-Sep-2009 15:33:11 (UTC+8)-
dc.identifier (Other Identifiers) G0093452013en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/33121-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 廣告研究所zh_TW
dc.description (描述) 93452013zh_TW
dc.description (描述) 94zh_TW
dc.description.abstract (摘要) 一般來說，旅遊網站是由商業機制主導，旅遊部落格則被認為是個人經驗所建構而成，當商業旅遊網站加入個人主導的旅遊部落格後，究竟是存在著對立矛盾，或是完美的結合，是本研究的焦點。因此以旅遊網站所連結的旅遊部落格「訊息類型」與「訊息來源的相似性」作為主要操弄變項。其次，為探討影響消費者影響資訊搜尋的個人因素，是否具有調節作用，因此在問卷中測量先驗知識，作為測量變項。並檢視上述變項與網友評估部落格可信度、網站態度、購買意願的交互作用。

本研究以線上實驗法來檢測旅遊部落格的訊息類型，來源專業性、及先驗知識，對於網友對旅遊網站功能的評估。屬於2(訊息類型：旅遊實用訊息/旅遊產品訊息)X2(來源相似性：高-學生 /低-領隊)雙因子設計。並測量受試者的先驗知識，作為測量變項。

研究結果顯示，旅遊實用訊息在部落格可信度、網站態度、購買意願上，皆優於旅遊產品訊息。交互作用方面，「來源相似性高」的情況下，呈現「旅遊實用訊息」有最佳效果，在「來源相似性低」的情況下，呈現「旅遊實用訊息」或「旅遊產品訊息」則無顯著差異。這意味著高來源身份相似性，可提升連結之部落格可信度及網站態度。		zh_TW
dc.description.tableofcontents 第一章 緒論……………………………………………..……………….…….…1
第一節 研究動機……………………………………………………………1
第二節 研究目的……………………………………………………………5
第二章 文獻探討…………………………………..………………….………….6
第一節 旅遊網站簡介………………………………………………………6
第二節 訊息類型……………………………………………………………14
第三節 來源身份相似性…………………………………………………....15
第四節 先驗知識……………………………………………………………18
第五節 部落格可信度、網站態度及購買意願………………...….………22
第三章 研究方法…………………………………………..……………….….…28
第一節 研究架構與假設……………………………………………...…….28
第二節 研究方法的選擇……………………………………………………34
第三節 實驗設計…………………...……………………………….………35
第四節 研究流程………………………...………………………………….40
第五節 變項定義與測量………………………….…...……………………41
第六節 前測…………………………………...……………...……………..46
第四章 研究結果與分析……………………………………..…………………..48
第一節 樣本描述…………………………………...…………….…………48
第二節 量表信度檢測……………………………...……………….………50
第三節 變項操弄檢定……………………………...……………….………51
第四節 假設驗證………………….………….…………………………..…51
第五章 結論與建議……………………………………………………………....62
第一節 主要發現與討論…………………………………….……….……..62
第二節 研究限制……………………….………………………………...…65
第三節 實務貢獻與建議……………………………………………….…..66
第四節 後續研究建議……………………………………………….……..68
參考文獻……………………………………………………...……………………69
附錄一：實驗流程網頁……………………………………...……………………75
附錄二：填充網頁內容……………………………………………...……………80
附錄三：實驗材料－兩種訊息類型文章內容……………………...……………81
附錄四：實驗材料－部落格作者身份出現位置…………………...……………82

表目錄
表2.1.1：旅遊網站排名……………………………………….…………...………7
表2.1.2：旅遊網站的功能分類…………………………………...…….…………8
表3.3.1：實驗組別設計……………………………………………………………35
表3.3.2：國人前往歐洲國家旅遊到訪率…………………………………………36
表3.4.1：實驗流程圖………………………………………………………………40
表3.5.1：訊息類型定義……………………………………………………………41
表3.5.2：可信度的三個面向及內涵………………………………………………44
表4.1.1：旅遊產品購買比例………………………………………………………49
表4.1.2：實驗設計樣本人數分佈表……………………...……………….………49
表4.2.1：量表信度檢測及題項因素負荷量………………………………………50
表4.4.1：不同「訊息類型」下，「身份相似性」對「部落格可信度」的單純主要效果事檢定…………………………………………………………..…..54
表4.4.2：不同「訊息類型」下，「身份相似性」對「部落格可信度」的單純主要效果事後檢定………………………………………………………...….55
表4.4.3：假設檢驗結果…………………………………………………………....59

圖目錄
圖1.1.1：電子商務影響旅遊產業關係圖…………………………………………..1
圖1.1.2：選擇交易網站重視的因素………………………………………………..3
圖2.1.1：使用網路的旅遊者正開始運用CGM…………………………………… 11
圖2.1.2：時報旅遊網玩家俱樂部…………………………………………………..12
圖2.1.3：燦星旅遊網網友遊記……………………………………………………..13
圖2.5.1：傳統媒體及網路媒體之訊息來源可信度………………………………..24
圖2.5.2：資訊傳播的多對多互動模式……………………………………………..25
圖3.1.1：研究架構圖………………………………………………………………..28
圖3.3.1：國內民眾想去旅遊的地點………………………………………………..37
圖4.4.1：不同「訊息類型」下，「身份相似性」對「部落格可信度」的交互作用………………………………………..…………………………………52
圖4.4.2：不同「訊息類型」下，「身份相似性」對「網站態度」的交互作用……………………………………………………………………….….56		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0093452013en_US
dc.subject (關鍵詞) 實驗法zh_TW
dc.subject (關鍵詞) 旅遊網站zh_TW
dc.subject (關鍵詞) 部落格zh_TW
dc.title (題名) 訊息類型，身份相似性，及先驗知識對於旅遊網站所連結旅遊部落格效果之影響zh_TW
dc.title (題名) The impact of massage type, source similarity, and individual’s prior knowledge on the effectiveness of travel websiteen_US
dc.type (資料類型) thesisen
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