1. NCCU Academic Hub
  2. 學術產出
  3. College of Commerce
  4. Theses
  5. Item

學術產出-Theses

Article View/Open

Publication Export

Google ScholarTM

政大圖書館

Citation Infomation

  • No doi shows Citation Infomation
題名 性別差異對旅遊類型Facebook粉絲團的發文形式偏好的影響
A study of the effect of gender difference on preferences in tourism Facebook fan page post
作者 龔又嫻
Kung, Yu Hsien
貢獻者 張欣綠
Chang, Hsin Lu
龔又嫻
Kung, Yu Hsien
關鍵詞 粉絲專頁
行銷策略
性別偏好
Facebook fan pages
marketing strategy
gender preference
日期 2015
上傳時間 27-Jul-2015 11:22:49 (UTC+8)
摘要 社群媒體是現今主流的行銷管道，而Facebook更是其中的佼佼者。許多旅遊業者也試圖透過粉絲團作為與顧客交流的媒介，但是多數並不了解怎樣的行銷策略才是適合的。
我們的研究是為了了解性別是否對於旅遊類型粉絲團的行銷有不同的偏好，並且針對不同的旅遊產品是否也會有不同的偏好。我們收集了已經利用粉絲團作為行銷管道的旅遊業者的資料進行分析並驗證我們的假設。
我們證實了，男性會偏好理性的廣告訴求並且偏好sensation-seeking的旅遊產品而女性會偏好感性的廣告訴求並且偏好sensation-avoiding的旅遊產品。並且，若粉絲團的廣告貼文能適切的搭配性別對廣告訴求及旅遊產品的偏好，粉絲團的社群績效如品牌知名度、品牌參與度以及口碑都會有所提昇。
我們的研究提供了旅遊類型粉絲團的經營準則並提供適切衡量自身經營績效的方法。
Social media is having a major impact on marketing today, and Facebook is one of the most popular social media platforms. The growing importance of social media in the online tourism domain has also been confirmed. Many travel agencies have started to use Facebook fan pages as a marketing platform to interact with their consumers; but these agencies are still seeking the most suitable marketing strategies. Our research aims to examine whether different genders have different preferences for tourism Facebook fan page marketing information. In addition, we are interested in exploring whether that preference would be affected by different tourism products. We collected Facebook post data from a tourism agency that had already used Facebook to promote its business and reach customers in recent years, and we used those data to test our hypothesis. We confirmed that male do prefer rational appeals advertisement and sensation-seeking tourist attractions while female do prefer emotional appeals advertisement and sensation-avoiding tourist attractions. Moreover, if we fit gender preferences in advertisement appeals and tourist attractions to promote suitable tourism products, the performance on Facebook fan page, brand awareness, brand engagement and word of mouth, will be improved. Our paper is expected to be a contribution to research in this field, to be the basis for a guide for Facebook fan page managers who do not know how to manage their Facebook fan pages and to provide a suitable method for measuring the impact of Facebook fan pages.
參考文獻 1. Bentley, T. A., Page, S. J., & Laird, I. S. (2001). Accidents in the New Zealand adventure tourism industry. Safety Science, 38(1), 31-48.
2. Breivik, G. (1996). Personality, sensation seeking, and risk taking among Everest climbers. International Journal of Sport Psychology, 27, 308–320.
3. Chen-Yuan Chen, Tsung-Hao Chen, Ying-Hsiu Chen, Chieh-Lian Chen, Shang-En Yu (2013), The spatio-temporal distribution of different types of messages and personality traits affecting the eWOM of Facebook. Natural hazards 65(3), 2077-2103.
4. Cheng-Yu Li, Bi-Kun Tsai. (2013). Impact of extraversion and sensation seeking on international tourism choices. Social Behavior & Personality: An International Journal, 41(2), 327-333
5. Churchill Jr., G. A., & Peter, J. P. (1998). Marketing: Creating value for customers (2nd ed.). Boston: Irwin/McGraw Hill.
6. Cohen, E. (1972). Toward a sociology of international tourism. Social Research, 39, 164–182.
7. Copeland, M.T. (1924), Principles of Merchandising, Arno Press, New York, NY.
8. Craig Smith (2013), By theNumbers: 89 Amazing Facebook User Statistics, from http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/#.UyhHGK2Sz4_
9. Cronin, C. (1991). Sensation seeking among mountain climbers. Personality and Individual Differences, 12(6), 653–654.
10. Cronin, C. (1995). Construct validation of the strong interest inventory adventure scale among female college students. Measurement and Evaluation in Counseling and Development, 28, 3–8.
11. Dae-Young Kim, Xinran Y Lehto, Alastair M Morrison. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism management, 28(2), 423-433.
12. Donna L Hoffman, Marek Fodor (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41-49
13. Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35.
14. Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up Ads. Journal of Advertising, 31(3), 83–96.
15. Elspeth A Frew, Robin N Shaw (1999). The relationship between personality, gender, and tourism behavior. Tourism Management, 20(2), 193-202.
16. Fang Meng, Muzaffer Uysal (2008) Effects of gender differences on perceptions of destination attributes, motivations, and travel values: An examination of a nature-based resort destination. Journal of Sustainable Tourism 16(4), 445-466.
17. Farley, F. (1986). The Big T in personality. Psychology Today, 20, 44–52.
18. Franken, R., Gibson, K., & Mohan, P. (1990). Sensation seeking and disclosure to close and casual friends. Personality and Individual Differences, 11, 829–832.
19. Gilchrist, H., Povey, R., Dickinson, A., & Povey, R. (1995). The Sensation Seeking Scale: Its use in a study of the characteristics of people choosing &&adventure holidays``. Personality and Individual Differences, 19(4), 513-516.
20. Gilchrist, H., Povey, R., Dickinson, A., & Povey, R. (1995). The Sensation Seeking Scale: Its use in a study of the characteristics of people choosing ‘‘adventure holidays’’. Personality and Individual Differences, 19, 513–516.
21. Graeme Galloway, Karla Lopez (1999). Sensation seeking and attitudes to aspects of national parks: a preliminary empirical investigation. Tourism Management, 20(6), 665-671.
22. Graeme Galloway, Richard Mitchell, Don Getz, Geoffrey Crouch, Ben Ong (2008). Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism Management, 29(5), 950-966.
23. Hamer, D., & Copeland, P. (1998). Living With Our Genes. New York, NY: Anchor Books.
24. Hawkins, D. I., Best, R. J., & Coney, K. A. (2003). Consumer behavior: Building marketing strategy. New York: McGraw Hill.
25. Holland, J. L., Powell, A. B., & Fritzsche, B. A. (1994). Self-Directed Search: Professional user’s guide. Odessa, FL: Psychological Assess- ment Resources.
26. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
27. Khaldoon Nusair, Anil Bilgihan, Fevzi Okumus, Cihan Cobanoglu (2013). Generation Y travelers’ commitment to online social network websites. Tourism Management, 35, 13-22.
28. Kim, D. J., Kim, W. G., & Han, J. S. (2007). A perceptual mapping of online travel agencies and preference attributes. Tourism Management, 28(2), 591–603.
29. Landis, J.R.; Koch, G.G. (1977). "The measurement of observer agreement for categorical data". Biometrics 33 (1): 159–174.
30. Lee, T. H., & Crompton, J. (1992). Measuring novelty seeking in tourism. Annals of Tourism Research, 19(4), 732-751.
31. Leo Bogart (1985) War of the Words: Advertising in the Year 2010. Across the Board 1.
32. Leonidou, L. C., & Leonidou, C. N. (2009). Rational versus emotional appeals in newspaper advertising: copy, art, and layout differences. Journal of Promotion Management, 15(4), 522-546.
33. Levenson, M. (1990). Risk taking and personality. Journal of Personality and Social Psychology, 58(6), 1073–1080.
34. Li, T. and Soonius, G. (2012). Is your social media strategy effective? An empirical study of the factors influencing the success of Facebook campaigns. In Proceedings of the Workshop on Electronic Business.
35. Mannell, R. C., & Kleiber, D. A. (1997). A social psychology of leisure. State College, PA: Venture.
36. McGehee, N.G., Loker-Murphy, L. and Uysal, M. (1996) The Australian international pleasure travel market: Motivations from a gendered perspective. The Journal of Tourism Studies 7 (1), 45-57.
37. Meyers-Levy, J., & Maheswaran, D. (June 1991). Exploring differences in males’ and females’ processing strategies. Journal of Consumer Research, 18, 63–70.
38. Mottiar, Z. and Quinn, D. (2004) Couple dynamics in household tourism decision making: Women as the gatekeepers? Journal of Vacation Marketing 10 (2), 149-1.
39. Pizam, A., Jeong, G., Reichel, A., Van Boemmel, H., Lusson, J., Steynberg, L., et al. (2004). The relationship between risk taking, sensation seeking and the tourist behavior of young adults: A cross cultural study. Journal of Travel Research, 42, 251-260.
40. Plog, S. (2002). The power of pyschographics and the concept of venturesomeness. Journal of Travel Research, 40, 244–251.
41. Roger A Layton (2011). Towards a theory of marketing systems. European journal of marketing, 45(1/2), 259-276.
42. Rossi, B., & Cereatti, L. (1993). Sensation seeking in mountain athletes as assessed by Zuckerman’s Sensation Seeking Scale. International Journal of Sport Psychology, 24(4), 417–431.
43. Rowland, G., Franken, R., & Harrison, K. (1986). Sensation seeking and participation in sporting activities. Journal of Sport Psychology, 8, 212–220.
44. Sanskrity Sinha (2010), Social media, mobile phones make global travel trendy, from http://www.ibtimes.com/social-media-mobile-phones-make-global-travel-trendy-258211
45. Simon, S. J. (2001). The impact of culture and gender on Web sites: An empirical study. The DATA BASE for Advances in Information Systems, 32(1), 18–37.
46. Snedecor, George W. and Cochran, William G. (1989),Statistical Methods, Eighth Edition, Iowa State University Press.
47. Van Belleghem, Steven, Marloes Eenhuizen, and Elias Veris (2011), Social Media Around the World 2011. InSites Consulting. Retrieved 18-11-2011 from [http://www.slideshare.net/stevenvanbelleghem/social-media-around- the-world-2011/download? lead=394fd930572c9b62fb082021af5a6d0922046ec4].
48. Vodanovich, S., & Kass, S. (1990). Age and gender differences in boredom proneness. Journal of Social Behavior and Personality, 5, 297–307.
49. Wahlers, R., & Etzel, M. (1985). Vacation preference as a manifesta- tion of optimal stimulation and lifestyle experience. Journal of Leisure Research, 17(4), 283–295.
50. Westwood, S., Pritchard, A. and Morgan, N.J. (2000) Gender-blind marketing: Business-women`s perceptions of airline services. Tourism Management 21 (4), 353-362.
51. Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
52. Yongqiang Sun, Kai H Lim, Chunping Jiang, Jerry Zeyu Peng, Xiaojian Chen (2010) Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation. Computers in Human Behavior, 26(6), 1614-1624
53. Zuckerman, M. (1994). Behavioral expressions and biosocial bases of sensation seeking. Cambridge,NY: Cambridge University Press.
54. Zuckerman, M., Eysenck, S., & Eysenck, H. (1978). Sensation seeking in England and America: Cross-cultural, age, and sex comparisons. Journal of Consulting and Clinical Psychology, 46(1), 139-149.
55. Zuckerman, M., Kolin, E., Price, L., & Zoob, I. (1964). Development of a sensation seeking scale. Journal of Consulting Psychology, 28, 477–482.
56. Zuckerman, M., Kolin, E., Price, L., & Zoob, I. (1964). Development of a sensation seeking scale. Journal of Consulting Psychology, 28, 477–482.
描述 碩士
國立政治大學
資訊管理研究所
101356009
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101356009
資料類型 thesis
dc.contributor.advisor 張欣綠zh_TW
dc.contributor.advisor Chang, Hsin Luen_US
dc.contributor.author (Authors) 龔又嫻zh_TW
dc.contributor.author (Authors) Kung, Yu Hsienen_US
dc.creator (作者) 龔又嫻zh_TW
dc.creator (作者) Kung, Yu Hsienen_US
dc.date (日期) 2015en_US
dc.date.accessioned 27-Jul-2015 11:22:49 (UTC+8)-
dc.date.available 27-Jul-2015 11:22:49 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2015 11:22:49 (UTC+8)-
dc.identifier (Other Identifiers) G0101356009en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76866-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 101356009zh_TW
dc.description.abstract (摘要) 社群媒體是現今主流的行銷管道，而Facebook更是其中的佼佼者。許多旅遊業者也試圖透過粉絲團作為與顧客交流的媒介，但是多數並不了解怎樣的行銷策略才是適合的。
我們的研究是為了了解性別是否對於旅遊類型粉絲團的行銷有不同的偏好，並且針對不同的旅遊產品是否也會有不同的偏好。我們收集了已經利用粉絲團作為行銷管道的旅遊業者的資料進行分析並驗證我們的假設。
我們證實了，男性會偏好理性的廣告訴求並且偏好sensation-seeking的旅遊產品而女性會偏好感性的廣告訴求並且偏好sensation-avoiding的旅遊產品。並且，若粉絲團的廣告貼文能適切的搭配性別對廣告訴求及旅遊產品的偏好，粉絲團的社群績效如品牌知名度、品牌參與度以及口碑都會有所提昇。
我們的研究提供了旅遊類型粉絲團的經營準則並提供適切衡量自身經營績效的方法。		zh_TW
dc.description.abstract (摘要) Social media is having a major impact on marketing today, and Facebook is one of the most popular social media platforms. The growing importance of social media in the online tourism domain has also been confirmed. Many travel agencies have started to use Facebook fan pages as a marketing platform to interact with their consumers; but these agencies are still seeking the most suitable marketing strategies. Our research aims to examine whether different genders have different preferences for tourism Facebook fan page marketing information. In addition, we are interested in exploring whether that preference would be affected by different tourism products. We collected Facebook post data from a tourism agency that had already used Facebook to promote its business and reach customers in recent years, and we used those data to test our hypothesis. We confirmed that male do prefer rational appeals advertisement and sensation-seeking tourist attractions while female do prefer emotional appeals advertisement and sensation-avoiding tourist attractions. Moreover, if we fit gender preferences in advertisement appeals and tourist attractions to promote suitable tourism products, the performance on Facebook fan page, brand awareness, brand engagement and word of mouth, will be improved. Our paper is expected to be a contribution to research in this field, to be the basis for a guide for Facebook fan page managers who do not know how to manage their Facebook fan pages and to provide a suitable method for measuring the impact of Facebook fan pages.en_US
dc.description.tableofcontents CONTENT
CHAPTER 1. INTRODUCTION 3
CHAPTER 2. LITERATURE REVIEW 5
2-1 THE CLASSIFICATION OF ADVERTISING APPEALS IN FACEBOOK FAN PAGES 5
2-2 SENSATION SEEKING AND ITS IMPACT ON THE CHOICE OF TOURIST ATTRACTIONS 6
2-3 GENDER EFFECTS ON WEB ADVERTISING AND TOURIST ATTRACTIONS 7
2-4 THE PERFORMANCE OF FACEBOOK FAN PAGES 8
CHAPTER 3. RESEARCH FRAMEWORK 10
3-1 RESEARCH FRAMEWORK 10
3-2 HYPOTHESIS 11
3-2-1 Different gender preferences for advertising campaigns in Facebook fan pages 11
3-2-2 Different gender preferences for tourist attractions 12
3-2-3 Suitable advertising campaigns to promote tourist attractions 12
CHAPTER 4. RESEARCH METHODOLOGY 14
4-1 CASE BACKGROUND 14
4-2 MEASUREMENT 14
4-3 DATA COLLECTION 16
4-4 INSTRUMENT VALIDATION 18
CHAPTER 5. ANALYSIS AND RESULTS 22
5.1 DATA ANALYSIS 22
5.2 INDEPENDENT TWO-SAMPLE T-TEST 26
5.3 FINDINGS 28
5-4 DISCUSSION 30
CHAPTER 6. CONCLUSIONS 31
6.1 SUMMARY 31
6.2 CONTRIBUTIONS 31
6.3 LIMITATIONS AND IMPLICATIONS FOR FUTURE RESEARCH 32
REFERENCES 33
APPENDIX A： 38
APPENDIX B： 39		zh_TW
dc.format.extent 2845185 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101356009en_US
dc.subject (關鍵詞) 粉絲專頁zh_TW
dc.subject (關鍵詞) 行銷策略zh_TW
dc.subject (關鍵詞) 性別偏好zh_TW
dc.subject (關鍵詞) Facebook fan pagesen_US
dc.subject (關鍵詞) marketing strategyen_US
dc.subject (關鍵詞) gender preferenceen_US
dc.title (題名) 性別差異對旅遊類型Facebook粉絲團的發文形式偏好的影響zh_TW
dc.title (題名) A study of the effect of gender difference on preferences in tourism Facebook fan page posten_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 1. Bentley, T. A., Page, S. J., & Laird, I. S. (2001). Accidents in the New Zealand adventure tourism industry. Safety Science, 38(1), 31-48.
2. Breivik, G. (1996). Personality, sensation seeking, and risk taking among Everest climbers. International Journal of Sport Psychology, 27, 308–320.
3. Chen-Yuan Chen, Tsung-Hao Chen, Ying-Hsiu Chen, Chieh-Lian Chen, Shang-En Yu (2013), The spatio-temporal distribution of different types of messages and personality traits affecting the eWOM of Facebook. Natural hazards 65(3), 2077-2103.
4. Cheng-Yu Li, Bi-Kun Tsai. (2013). Impact of extraversion and sensation seeking on international tourism choices. Social Behavior & Personality: An International Journal, 41(2), 327-333
5. Churchill Jr., G. A., & Peter, J. P. (1998). Marketing: Creating value for customers (2nd ed.). Boston: Irwin/McGraw Hill.
6. Cohen, E. (1972). Toward a sociology of international tourism. Social Research, 39, 164–182.
7. Copeland, M.T. (1924), Principles of Merchandising, Arno Press, New York, NY.
8. Craig Smith (2013), By theNumbers: 89 Amazing Facebook User Statistics, from http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/#.UyhHGK2Sz4_
9. Cronin, C. (1991). Sensation seeking among mountain climbers. Personality and Individual Differences, 12(6), 653–654.
10. Cronin, C. (1995). Construct validation of the strong interest inventory adventure scale among female college students. Measurement and Evaluation in Counseling and Development, 28, 3–8.
11. Dae-Young Kim, Xinran Y Lehto, Alastair M Morrison. (2007). Gender differences in online travel information search: Implications for marketing communications on the internet. Tourism management, 28(2), 423-433.
12. Donna L Hoffman, Marek Fodor (2010). Can you measure the ROI of your social media marketing? MIT Sloan Management Review, 52(1), 41-49
13. Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35.
14. Edwards, S. M., Li, H., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up Ads. Journal of Advertising, 31(3), 83–96.
15. Elspeth A Frew, Robin N Shaw (1999). The relationship between personality, gender, and tourism behavior. Tourism Management, 20(2), 193-202.
16. Fang Meng, Muzaffer Uysal (2008) Effects of gender differences on perceptions of destination attributes, motivations, and travel values: An examination of a nature-based resort destination. Journal of Sustainable Tourism 16(4), 445-466.
17. Farley, F. (1986). The Big T in personality. Psychology Today, 20, 44–52.
18. Franken, R., Gibson, K., & Mohan, P. (1990). Sensation seeking and disclosure to close and casual friends. Personality and Individual Differences, 11, 829–832.
19. Gilchrist, H., Povey, R., Dickinson, A., & Povey, R. (1995). The Sensation Seeking Scale: Its use in a study of the characteristics of people choosing &&adventure holidays``. Personality and Individual Differences, 19(4), 513-516.
20. Gilchrist, H., Povey, R., Dickinson, A., & Povey, R. (1995). The Sensation Seeking Scale: Its use in a study of the characteristics of people choosing ‘‘adventure holidays’’. Personality and Individual Differences, 19, 513–516.
21. Graeme Galloway, Karla Lopez (1999). Sensation seeking and attitudes to aspects of national parks: a preliminary empirical investigation. Tourism Management, 20(6), 665-671.
22. Graeme Galloway, Richard Mitchell, Don Getz, Geoffrey Crouch, Ben Ong (2008). Sensation seeking and the prediction of attitudes and behaviours of wine tourists. Tourism Management, 29(5), 950-966.
23. Hamer, D., & Copeland, P. (1998). Living With Our Genes. New York, NY: Anchor Books.
24. Hawkins, D. I., Best, R. J., & Coney, K. A. (2003). Consumer behavior: Building marketing strategy. New York: McGraw Hill.
25. Holland, J. L., Powell, A. B., & Fritzsche, B. A. (1994). Self-Directed Search: Professional user’s guide. Odessa, FL: Psychological Assess- ment Resources.
26. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
27. Khaldoon Nusair, Anil Bilgihan, Fevzi Okumus, Cihan Cobanoglu (2013). Generation Y travelers’ commitment to online social network websites. Tourism Management, 35, 13-22.
28. Kim, D. J., Kim, W. G., & Han, J. S. (2007). A perceptual mapping of online travel agencies and preference attributes. Tourism Management, 28(2), 591–603.
29. Landis, J.R.; Koch, G.G. (1977). "The measurement of observer agreement for categorical data". Biometrics 33 (1): 159–174.
30. Lee, T. H., & Crompton, J. (1992). Measuring novelty seeking in tourism. Annals of Tourism Research, 19(4), 732-751.
31. Leo Bogart (1985) War of the Words: Advertising in the Year 2010. Across the Board 1.
32. Leonidou, L. C., & Leonidou, C. N. (2009). Rational versus emotional appeals in newspaper advertising: copy, art, and layout differences. Journal of Promotion Management, 15(4), 522-546.
33. Levenson, M. (1990). Risk taking and personality. Journal of Personality and Social Psychology, 58(6), 1073–1080.
34. Li, T. and Soonius, G. (2012). Is your social media strategy effective? An empirical study of the factors influencing the success of Facebook campaigns. In Proceedings of the Workshop on Electronic Business.
35. Mannell, R. C., & Kleiber, D. A. (1997). A social psychology of leisure. State College, PA: Venture.
36. McGehee, N.G., Loker-Murphy, L. and Uysal, M. (1996) The Australian international pleasure travel market: Motivations from a gendered perspective. The Journal of Tourism Studies 7 (1), 45-57.
37. Meyers-Levy, J., & Maheswaran, D. (June 1991). Exploring differences in males’ and females’ processing strategies. Journal of Consumer Research, 18, 63–70.
38. Mottiar, Z. and Quinn, D. (2004) Couple dynamics in household tourism decision making: Women as the gatekeepers? Journal of Vacation Marketing 10 (2), 149-1.
39. Pizam, A., Jeong, G., Reichel, A., Van Boemmel, H., Lusson, J., Steynberg, L., et al. (2004). The relationship between risk taking, sensation seeking and the tourist behavior of young adults: A cross cultural study. Journal of Travel Research, 42, 251-260.
40. Plog, S. (2002). The power of pyschographics and the concept of venturesomeness. Journal of Travel Research, 40, 244–251.
41. Roger A Layton (2011). Towards a theory of marketing systems. European journal of marketing, 45(1/2), 259-276.
42. Rossi, B., & Cereatti, L. (1993). Sensation seeking in mountain athletes as assessed by Zuckerman’s Sensation Seeking Scale. International Journal of Sport Psychology, 24(4), 417–431.
43. Rowland, G., Franken, R., & Harrison, K. (1986). Sensation seeking and participation in sporting activities. Journal of Sport Psychology, 8, 212–220.
44. Sanskrity Sinha (2010), Social media, mobile phones make global travel trendy, from http://www.ibtimes.com/social-media-mobile-phones-make-global-travel-trendy-258211
45. Simon, S. J. (2001). The impact of culture and gender on Web sites: An empirical study. The DATA BASE for Advances in Information Systems, 32(1), 18–37.
46. Snedecor, George W. and Cochran, William G. (1989),Statistical Methods, Eighth Edition, Iowa State University Press.
47. Van Belleghem, Steven, Marloes Eenhuizen, and Elias Veris (2011), Social Media Around the World 2011. InSites Consulting. Retrieved 18-11-2011 from [http://www.slideshare.net/stevenvanbelleghem/social-media-around- the-world-2011/download? lead=394fd930572c9b62fb082021af5a6d0922046ec4].
48. Vodanovich, S., & Kass, S. (1990). Age and gender differences in boredom proneness. Journal of Social Behavior and Personality, 5, 297–307.
49. Wahlers, R., & Etzel, M. (1985). Vacation preference as a manifesta- tion of optimal stimulation and lifestyle experience. Journal of Leisure Research, 17(4), 283–295.
50. Westwood, S., Pritchard, A. and Morgan, N.J. (2000) Gender-blind marketing: Business-women`s perceptions of airline services. Tourism Management 21 (4), 353-362.
51. Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.
52. Yongqiang Sun, Kai H Lim, Chunping Jiang, Jerry Zeyu Peng, Xiaojian Chen (2010) Do males and females think in the same way? An empirical investigation on the gender differences in Web advertising evaluation. Computers in Human Behavior, 26(6), 1614-1624
53. Zuckerman, M. (1994). Behavioral expressions and biosocial bases of sensation seeking. Cambridge,NY: Cambridge University Press.
54. Zuckerman, M., Eysenck, S., & Eysenck, H. (1978). Sensation seeking in England and America: Cross-cultural, age, and sex comparisons. Journal of Consulting and Clinical Psychology, 46(1), 139-149.
55. Zuckerman, M., Kolin, E., Price, L., & Zoob, I. (1964). Development of a sensation seeking scale. Journal of Consulting Psychology, 28, 477–482.
56. Zuckerman, M., Kolin, E., Price, L., & Zoob, I. (1964). Development of a sensation seeking scale. Journal of Consulting Psychology, 28, 477–482.		zh_TW