| dc.contributor.advisor | 郭貞博士 | zh_TW |
| dc.contributor.author (Authors) | 蕭富藍 | zh_TW |
| dc.contributor.author (Authors) | Hsiao, Fulan | en_US |
| dc.creator (作者) | 蕭富藍 | zh_TW |
| dc.creator (作者) | Hsiao, Fulan | en_US |
| dc.date (日期) | 2005 | en_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) | G0093452013 | en_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) | 93452013 | zh_TW |
| dc.description (描述) | 94 | zh_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 |
| dc.format.extent | 87686 bytes | - |
| dc.format.extent | 90716 bytes | - |
| dc.format.extent | 93804 bytes | - |
| dc.format.extent | 107694 bytes | - |
| dc.format.extent | 344659 bytes | - |
| dc.format.extent | 659614 bytes | - |
| dc.format.extent | 442439 bytes | - |
| dc.format.extent | 501108 bytes | - |
| dc.format.extent | 314902 bytes | - |
| dc.format.extent | 407096 bytes | - |
| dc.format.extent | 610424 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093452013 | en_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 website | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 1. Babbie,Earl 著, 李美華譯(2004) 。《社會科學研究方法》。台北：時英出版社 | zh_TW |
| dc.relation.reference (參考文獻) | 2. 容繼業(1999)。〈台北地區消費者對旅行業網際網路行銷之認知研究〉。《高雄餐旅學報》，1: 121-134 | zh_TW |
| dc.relation.reference (參考文獻) | 3. 范碧珍(2000)。〈網路人旅遊意願大調查〉，突破雜誌，177，72-75。 | zh_TW |
| dc.relation.reference (參考文獻) | 4. 吳肇銘 (2000)。〈網站特性與網站使用者之網站態度、購物意願之關係研究—結構化方程式模型」〉，《企業管理學報》，46，pp.33-48。 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 徐靜儀(2002)。《廣告訴求對廣告效果影響之研究－以網頁廣告為例》。東吳大學企管研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 6. 陳瑞麟（2000）。《以消費者為基的網際網路策略─我國旅遊網站之實証研究》。成功大學企管研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 7. 傅仰止(2000)。〈電子郵件聯繫的抽樣方法比較：網際網路調查與個人網絡抽樣〉，中央研究院調查研究工作室編。 | zh_TW |
| dc.relation.reference (參考文獻) | 8. 蕭炘增(1998)。《旅行社線上服務之研究》。中央大學企管研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 9. 蘇江鴻(2004)。《網際網路使用者對網路旅遊資訊要素的重視程度、資訊表現型態的滿意度及其影響因素研究－以易飛網為例》。世新大學企管研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 10. 蘇慧捷(2001)。《從自助旅遊者資訊行為探討旅遊網站內容之規劃》。臺灣大學圖書資訊學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 11. 賴乃綺(2000)。《誘因贈獎式網路廣告效果研究》。政治大學廣告學研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | 1. It’s the links, stupid. (2006, Apr). The Economist | zh_TW |
| dc.relation.reference (參考文獻) | 2. Alba and Hutchinson（1987）Dimensions of Consumer Expertise, Journal of Consumer Research. Gainesville: Mar 1987. Vol. 13, Iss. 4; p. 411 | zh_TW |
| dc.relation.reference (參考文獻) | 3. Andereck, K., and L. Caldwell (1991) The Influence of Tourists’ Characteristics on Ratings of Information Sources for an Attraction. In Communication and Channel Systems in Tourism Marketing, M. Uysal and D. Fesenmaier, eds., pp. 171–190. New York: The Haworth Press | zh_TW |
| dc.relation.reference (參考文獻) | 4. Ankomah, P., J. Crompton, and D. Baker (1996) Influence of Cognitive Distance in Vacation Choice. Annals of Tourism Research 23:138–50. | zh_TW |
| dc.relation.reference (參考文獻) | 5. Baloglu, S. (2001) Image Variations of Turkey by Familiarity Index: Informational and | zh_TW |
| dc.relation.reference (參考文獻) | Experiential Dimensions. Tourism Management 22:127–133. | zh_TW |
| dc.relation.reference (參考文獻) | 6. Baker, M. J. and Churchill, G. A., Jr. (1977). The impact of physically attractive models on advertising evaluation. Journal of Marketing Research, 14, 538-555. | zh_TW |
| dc.relation.reference (參考文獻) | 7. Basala, S., and D. Klenosky (2001) Travel-Style Preferences for Visiting a Novel Destination: A Conjoint Investigation across the Novelty-Familiarity Continuum. Journal of Travel Research 40:172–82. | zh_TW |
| dc.relation.reference (參考文獻) | 8. Berscheid (1985) Interpersonal attraction. In G Lindzey & E. Aronson (Eds.), Handbook of social psychology (3rd ed., Vol. 2, pp.413-484). New York: Random House. | zh_TW |
| dc.relation.reference (參考文獻) | 9. Beth Hartman Ellis.(1992) The effects of uncertainty and sources credibility on attitudes about organizational change; communication and organizational change social information processing uncertainity and credibility in social information processing and organizational change methods results discussion notes references.Management Communication Quarterly. Aug 1992. Vol. 6, Iss. 1; p. 34 | zh_TW |
| dc.relation.reference (參考文獻) | 10. Bettman, J. R., Park, C. Whan.(1980) Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis. Journal of Consumer Research. Gainesville: Dec 1980. Vol. 7, Iss. 3; p. 234 | zh_TW |
| dc.relation.reference (參考文獻) | 11. Bloch M., and Segev A.. (1997) The impact of electronic commerce on the travel industry. Proceedings of the 30th Hawaii International Conference on System Sciences (HICSS), January | zh_TW |
| dc.relation.reference (參考文獻) | 12. Blood, R. (2002). The Weblog Handbook: Practical Advice on Creating and Maintaining Your Blog. Cambridge MA: Perseus Publishing. | zh_TW |
| dc.relation.reference (參考文獻) | 13. Brock, T. C. (1965). Communicator-recipient similarity and decision change. Journal of Personality and Social Psychology, 1, 650–654. | zh_TW |
| dc.relation.reference (參考文獻) | 14. Brucks, M (1985), The Effect of Product Class Knowledge on Information Search Behavior, Journal of Consumer Research, Vol. 12, pp. 1-16. | zh_TW |
| dc.relation.reference (參考文獻) | 15. Bruner C II, and Kumar A. (2000). Web commercials and advertising hierarchy-of-effects. Journal of Advertising Research. New York: Jan/Apr 2000. Vol. 40, Iss. 1/2; p. 35 | zh_TW |
| dc.relation.reference (參考文獻) | 16. Byrne (1969) Attitude and attraction. In L. Berkowitz(Ed.), advances in experimental social psychology, Vol. 4, pp. 35-89 | zh_TW |
| dc.relation.reference (參考文獻) | 17. Byrne and Clore(1970) A reinforcement model of evaluative responses. Personality: An International Journal, 1970, 1, 103-128 | zh_TW |
| dc.relation.reference (參考文獻) | 18. Byrne, D., and Nelson, D. (1965). Attraction as a linear function of proportion of positive reinforcement. Journal of Personality and Social Psychology, 1, 659–663. | zh_TW |
| dc.relation.reference (參考文獻) | 19. Caballero, M. J. and Pride, W. M. (1984). Selected effects of salesperson sex and attractiveness in direct mail advertisement. Journal of Marketing, 48, 94-100. | zh_TW |
| dc.relation.reference (參考文獻) | 20. Chen, Qimei, and William D. Wells (1999), Attitude Toward the Site, Journal of Advertising Research, 39 (5), 27-37. | zh_TW |
| dc.relation.reference (參考文獻) | 21. Fakeye and Crompton (1991) Image Differences Between Prospective, First-Time and Repeat Visitors to the Lower Rio Grande Valley. Journal of Travel Research 30(2):10–5. | zh_TW |
| dc.relation.reference (參考文獻) | 22. Fazio & Roskos-Ewoldsen, (1992) On the Orienting Value of Attitudes: Attitude Acessibility as a Determinant of an Object`s Attraction of Visual Attention. Journal of Personality and Social Psychology. Washington. Vol. 63, Iss. 2; p. 198 | zh_TW |
| dc.relation.reference (參考文獻) | 23. Festinger (1954) A theory of social comparison processes. Human Relations, 7, 117-140 | zh_TW |
| dc.relation.reference (參考文獻) | 24. Flanagin and Metzger（2000）Perceptions of Internet information credibility, Journalism and Mass Communication Quarterly. Columbia: Autumn 2000. Vol. 77, Iss. 3; p. 515 | zh_TW |
| dc.relation.reference (參考文獻) | 25. Furse, D., G. Punj, and D. Stewart (1984) A Typology of Individual Search Strategies among Purchasers of New Automobiles. Journal of Consumer Research 10:417–31. | zh_TW |
| dc.relation.reference (參考文獻) | 26. Gardner, B..（1984） Research, Measurement & Prediction. Journal of Advertising Research. New York. Vol. 24, Iss. 4; p. I 6 | zh_TW |
| dc.relation.reference (參考文獻) | 27. Gee, Choy and Makens.（1990）.The Travel Industry, New York: VanNor strand Reinheld | zh_TW |
| dc.relation.reference (參考文獻) | 28. Granovetter, M. (1973). The Strength of weak ties. American Journal of Sociology. 78: 1360-1380. | zh_TW |
| dc.relation.reference (參考文獻) | 29. Hoffman, D. L, Novak, T. P. （1996）Marketing in hypermedia computer-mediated environments: Conceptual foundations.Journal of Marketing. Chicago: Jul 1996. Vol. 60, Iss. 3; p. 50 | zh_TW |
| dc.relation.reference (參考文獻) | 30. Hovland, C. I., Janis, I. K. & Kelly, H. H. (1953). Communication and persuasion. NewHaven: Yale University Press. | zh_TW |
| dc.relation.reference (參考文獻) | 31. Houston(1993) Goal-oriented experiences and the development of knowledge. Journal of Consumer Research. Gainesville: Vol. 20, Iss. 2; p. 190 | zh_TW |
| dc.relation.reference (參考文獻) | 32. Hu, Y, Ritchie, J R B. (1993) Measuring destination attractiveness: A contextual approach. Journal of Travel Research. Boulder: Fall. Vol. 32, Iss. 2; p. 25 | zh_TW |
| dc.relation.reference (參考文獻) | 33. Infante (1978) Similarity between advocate and receiver: the role of instrumentality. Central states speech journal, 29, 187-193 | zh_TW |
| dc.relation.reference (參考文獻) | 34. Johnson and Kaye.(1998) Cruising is believing? Comparing internet and traditional sources on media credibility measures. Journalism & Mass Communication Quarterly 75, 325-40 | zh_TW |
| dc.relation.reference (參考文獻) | 35. Johnson, J., Russo, J.(1984) Product Familiarity and Learning New Information. Journal of Consumer Research. Gainesville: Jun Vol. 11, Iss. 1; p. 542 | zh_TW |
| dc.relation.reference (參考文獻) | 36. Kanwar, R., Olson, JC, & Sims, LS (1981). Toward conceptualizing and measuring cognitive structures. Advances in Consumer Research, 7, 122-127. | zh_TW |
| dc.relation.reference (參考文獻) | 37. Kerstetter, D, and Mi-Hea Cho (2004). Prior Knowledge, Credibility and Information Search. Annals of Tourism Research, 31 (4): 961-985. | zh_TW |
| dc.relation.reference (參考文獻) | 38. Klock, S J.and Traylor, Mark B.(1983) Older & Younger Models in Advertising to Older Consumers: An Advertising Effectiveness Experiment. Akron Business and Economic Review. Akron: Winter 1983.Vol.14, Iss. 4; pg. 48, 5 pgs | zh_TW |
| dc.relation.reference (參考文獻) | 39. King and Sereno（1973）Attitude change as a function of degree and type of interpersonal similarity and message type. Western Speech, 37, 218-232 | zh_TW |
| dc.relation.reference (參考文獻) | 40. Leavitt and Kaigler-Evans（1975）More similarity versus information processing: an exploration of source and message interaction. Communication research | zh_TW |
| dc.relation.reference (參考文獻) | 41. Leckenby, J.and Hong D.(1998) Using reach/frequency for Web media planning Journal of Advertising Research. New York: Jan/Feb Vol. 38, Iss. 1 | zh_TW |
| dc.relation.reference (參考文獻) | 42. MacKenzie, Scott B., Richard Lutz, and George E. Belch (1986), "The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations," Journal of Marketing Research, 23 (May), 130-143 | zh_TW |
| dc.relation.reference (參考文獻) | 43. Marks and Olson(1981), Toward a cognitive structure conceptualization of product familiarity, Advanced in Consumer Research, Vol.8 | zh_TW |
| dc.relation.reference (參考文獻) | 44. Mashek（1997）How the media Covered a Listless Campaign, Arlington, VA: The Freedom Forum. | zh_TW |
| dc.relation.reference (參考文獻) | 45. Monroe(1976), The Influence of Price Differences and Brand Familiarity on Brand Preferences, Journal of Consumer Research, 3(June),42-49 | zh_TW |
| dc.relation.reference (參考文獻) | 46. Moutinho, L. (1987) Consumer Behavior in Tourism. European Journal of Marketing 21: 5–44. | zh_TW |
| dc.relation.reference (參考文獻) | 47. Nolan S.(1976) Tourists´ Use and Evaluation of Travel Information Sources: Summary and Conclusions", Journal of Travel Research, Volume: 14, Issue: 3 (1976), pp. 6-8 | zh_TW |
| dc.relation.reference (參考文獻) | 48. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers＇perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19, 39-52. | zh_TW |
| dc.relation.reference (參考文獻) | 49. O’Keefe, D. J. (1990). Persuasion: theory and research . Newbury Park, CA: Sage. | zh_TW |
| dc.relation.reference (參考文獻) | 50. Park, C. Whan & V. Parker Leesig (1981), Familiarity and Its Impact on Consumer Decision Biases and Heuristics, Journal of Consumer Research, Vol. 8, pp223-230. | zh_TW |
| dc.relation.reference (參考文獻) | 51. Pearce, J. A., II. （1982）Underwriting Small Business Community Growth Through Tourism Development American Journal of Small Business. Vol. 6, Iss. 3; p. 36 | zh_TW |
| dc.relation.reference (參考文獻) | 52. Perdue (2001) Internet Site Evaluations: The Influence of Behavioral Experience, Existing Images, and Selected Website Characteristics. Journal of Travel and Tourism Marketing 11(2/3):21–38. | zh_TW |
| dc.relation.reference (參考文獻) | 53. Pew Internet & American Life Project, "Internet Activities." At the time of the study, about 5% of Internet users had visited blogs (David Whelan, "In a Fog About Blogs," American Demographics 25 [July/August 2003]: 22-23 | zh_TW |
| dc.relation.reference (參考文獻) | 54. Reed, M., E-commerce. (1997) .An era of confusion Marketing, 1999.No.9, pp:78 | zh_TW |
| dc.relation.reference (參考文獻) | 55. Rogers, Everett M. (1983), Diffusion of Innovation,3rd ed. New York | zh_TW |
| dc.relation.reference (參考文獻) | 56. Ruomei Feng, Alastair M Morrison, Joseph A Ismail.(2003) East versus West: A comparison of online destination marketing in China and the USA: Free Press.. Journal of Vacation Marketing. 10, 43 | zh_TW |
| dc.relation.reference (參考文獻) | 57. Silverman, B. (1974). Consequences, racial discrimination, and the principle of belief congruence. Journal of Personality and Social Psychology, 29, 497–508. | zh_TW |
| dc.relation.reference (參考文獻) | 58. Simons, Moyer, and Berkowitz（1970）Similarity, credibility, and attitude change: A review and a theory. Psychological Bulletin, 73, 1-16 | zh_TW |
| dc.relation.reference (參考文獻) | 59. Steadman, M.. (1969). How sexy illustrations affect brand recall. Journal of Advertising, 9, 15-19. | zh_TW |
| dc.relation.reference (參考文獻) | 60. Staelin, R(1978). The Effects of Consumer Education on Consumer Product Safety Behavior Journal of Consumer Research. Gainesville. Vol. 5, Iss. 1; p. 30 | zh_TW |
| dc.relation.reference (參考文獻) | 61. Stevenson, Bruner and Kumar（2000）Webpage background and viewer attitudes. Journal of Advertising Research. New York: Jan/Apr 2000. Vol. 40, Iss. 1/2; p. 29 | zh_TW |
| dc.relation.reference (參考文獻) | 62. Sujan, M(1985) Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments. Journal of Consumer Research. Gainesville: Jun. Vol. 12, Iss. 1; p. 31 | zh_TW |
| dc.relation.reference (參考文獻) | 63. Suls, J., Martin, R., & Wheeler, L. (2000). Three kinds of opinion comparison: The triadic model. Personality & Social Psychology Review, 4(3), 219-237. | zh_TW |
| dc.relation.reference (參考文獻) | 64. Swartz, T. A.(1984). Relationship between source expertise and source similarity in an advertising context. Journal of advertising, 13(2), 49-55 | zh_TW |
| dc.relation.reference (參考文獻) | 65. Tideswell C, Faulkner B(1999). Multidestination travel patterns of international visitors to Queensland. Journal of Travel Research. Boulder: Vol. 37, Iss. 4; p. 364 | zh_TW |
| dc.relation.reference (參考文獻) | 66. Vogt, C.; Stewart, S.; Fesenmaier, D.(1998) Communication Strategies to Reach First-Time Visitors. Journal of Travel and Tourism Marketing. pp. 69-89 | zh_TW |
| dc.relation.reference (參考文獻) | 67. Wagner（1984）Social comparison of opinions: Similarity, ability, and the value-fact distinction. Journal of psychology, 117, 197-202 | zh_TW |
| dc.relation.reference (參考文獻) | 68. Woodside& Davenport,(1974) the effect of sales man similarity and expertise on consumer purchasing behavior. Journal of marketing research, 11, 198-202 | zh_TW |
| dc.relation.reference (參考文獻) | 線上資料 | zh_TW |
| dc.relation.reference (參考文獻) | 1. 〈Data memo〉Pew Internet and American Life Project（2005） | zh_TW |
| dc.relation.reference (參考文獻) | http://www.pewinternet.org/reports.asp | zh_TW |
| dc.relation.reference (參考文獻) | 2. 〈Blogs Will Change Your Business〉《Business Week》。2005/5/2 | zh_TW |
| dc.relation.reference (參考文獻) | http://www.businessweek.com/magazine/content/05_18/b3931001_mz001.htm | zh_TW |
| dc.relation.reference (參考文獻) | 3. PTT實業坊網站：http://www.ptt.cc/index.html | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://mag.udn.com/mag/dc/storypage.jsp?f_MAIN_ID=3&f_SUB_ID=19&f_ART_ID=15497 | zh_TW |
| dc.relation.reference (參考文獻) | 5. 時報旅遊網：http://www.macrotravel.com.tw/ | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://blog.chinatimes.com/blognews/archive/2005/07/13/1285.html | zh_TW |
| dc.relation.reference (參考文獻) | 7. 燦星旅遊網：http://blog.startravel.com.tw | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://web.isurvey.com.tw | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://www.insightxplorer.com/news/news_11_22_05.html | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://www.find.org.tw/find/home.aspx?page=news&id=3938 | zh_TW |
| dc.relation.reference (參考文獻) | 11. 〈中華民國九十一年國人旅遊狀況調查〉。上網日期：2002年。 | zh_TW |
| dc.relation.reference (參考文獻) | http://202.39.225.136/statistics/File/200212/91%E5%9C%8B%E4%BA%BA%E4%B8%AD%E6%91%98.htm | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://www.insightxplorer.com/specialtopic/blog_1031_05.html | zh_TW |
| dc.relation.reference (參考文獻) | 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 | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://www.insightxplorer.com/news/news_08_18.html | zh_TW |
| dc.relation.reference (參考文獻) | 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： | zh_TW |
| dc.relation.reference (參考文獻) | http://www.find.org.tw/find/home.aspx?page=news&id=2839 | zh_TW |
| dc.relation.reference (參考文獻) | 16. 〈蕃薯藤2001年網路使用調查〉。上網日期：91年3月7日。取自：蕃薯藤網路調查工作小組： | zh_TW |
| dc.relation.reference (參考文獻) | http://survey.yam.com/survey2001/index.html。 | zh_TW |
