| 摘要: | 拜網路先進所賜，旅遊資訊的取得不再侷限於好友、親人或同事間之建議，亦可以透過部落格，瞭解特定產品、旅遊景點或消費產品之相關意見 (Pan, Maclaurin, and Crotts, 2007)。因此，領隊如何利用部落格成為行銷媒介並維繫顧客關係，遂為領隊與旅行業者所關心之課題。本研究旨在探討部落格功能特性及部落格領隊魅力對於滿意度、信任與承諾之關係行銷結果。此外，本研究亦分別以部落格功能特性與部落格領隊魅力作為干擾變數，討論其對於研究模式2及研究模式1是否具有其干擾效果。
本研究採網路研究調查法，以線性結構關係模式Lisrel 8.80版進行實証分析。首先徵得9位具有部落格之領隊同意後，始進行領隊部落格之前測與正式問卷之網路連結。網路問卷填答資格為，曾經參加過該領隊所帶團且看過該領隊之部落格者。正式問卷回收共計442份，剔除無效問卷後，實得有效問卷415份，有效問卷率為93.89%。
研究結果顯示，部落格功能特性對於滿意度、信任與承諾具有正向且顯著之影響。部落格領隊魅力對於滿意度與信任具有正向且顯著之影響，然對於承諾則未呈現顯著性影響。顧客對於領隊的滿意度與信任關係，具有正向且顯著之影響。顧客對於領隊的信任與承諾關係，具有正向且顯著之影響。顧客對於領隊的滿意度與承諾關係則未呈顯著性之影響。以部落格領隊魅力為干擾變數，對於部落格領隊功能特性與滿意度、信任與承諾之關係，具有干擾效果存在。以部落格功能特性為干擾變數，對於滿意度與信任以及信任與承諾間之關係，具有干擾效果存在。研究結果將有助於領隊以部落格發展關係行銷。本研究提供實務意涵與建議，以利未來模式建立與研究方向。
With the advancement of the Internet, the resource of travel information is not only from close friends, family members, co-workers, but also from blogs around the world for comments of specific products, scenic spots or consumer goods. (Pan, Maclaurin, and Crotts, 2007). Therefore, how to utilize blogs as the marketing media and maintain customer relationship becomes the main issue of tour operators and tour leaders. The aim of this study is to explore blog function characteristics and tour leaders’ charisma of blogs for relationship marketing outcomes: satisfaction, trust and commitment. In addition, this study uses blog function characteristics and tour leader’s charisma separately as the moderate variables to test if they have intervening effects in research model 2 and model1.
This study adopts the method of internet questionnaires with liner structure equation model Lisrel (version 8.80) to conduct empirical analysis. First, with the consent of nine tour leaders who have their own blogs, the pilot and formal questioners are connected. Those who are eligible to fill out the questionnaires should meet the following criteria: they have taken part in the tour leader’s package tour and have logged on their blogs. Finally, four hundred forty two questionnaires were received, and 415 copies of them were effective. The ratio of effective questionnaire is 93.89 %.
The result of this study indicates that the blog function characteristics have positive and significant effect on satisfaction, trust and commitment. The blog tour leader’s charisma has a positive and signification effect on satisfaction and trust, but not on commitment. Customers’ satisfaction to the tour leader has a positive signification effect on trust relationship. Customers’ trust and commitment to the tour leader’s relationship has a positive signification effect. But customers’ satisfaction and commitment to the tour leader’s relationship has no signification effect. The tour leader’s blog charisma has a significant moderating effect on the blog function characteristics to satisfaction, trust and commitment relationship. The blog function characteristics have significant moderating effect on the tour leader’s charisma to satisfaction and trust. This study also provides practical implications and suggestions to develop models and set up the research direction in the future. |
