研究結果發現: 一、網路口碑之傳播與遊客知覺價值有正向顯著影響，即網路口碑行銷對遊客知覺價值有正向關係；二、知覺價值與行為意圖皆會正向顯著影響，即遊客知覺價值對行為意圖有正向關係；三、網路口碑與行為意圖皆會正向顯著影響，即網路口碑之傳播對行為意圖有正向關係。研究結果可以提供國內旅遊相關產業和政府政策決策者實用知識，以利國內旅遊觀光蓬勃發展。
Electronic Word-of-Mouth (Electronic Word-of-Mouth) has been recognized as having an impact on consumers. The purpose of this research is to explore the impact of Internet word-of-mouth on tourists' perceived value and behavioral intentions-taking YouTuber travel videos as an example. From the perspective of tourists, when tourists watch YouTuber travel videos, this study will directly affect the perceived value of tourists and their subsequent consumption behavior intentions. This research mainly explores the impact of Internet word-of-mouth on tourists' perceived value and behavioral intentions of watching travel information videos recommended by social website Youtuber. Therefore, this research will focus on the general public who watch Youtuber recommended travel information videos. Conduct questionnaire surveys through online surveys. A total of 307 questionnaires were distributed, and 7 invalid questionnaires were deleted, and 300 questionnaires were actually valid. The questionnaire response rate was 97.7%. And use Regression Analysis to verify the causal relationship between the variables. The results of the study found that: 1. The spread of Internet word-of-mouth and the perceived value of tourists have a positive and significant impact, that is, online word-of-mouth marketing has a positive relationship with the perceived value of tourists; 2. Both perceived value and behavioral intentions will have a positive and significant impact, namely The perceived value of tourists has a positive relationship with behavior intention; third, both Internet word-of-mouth and behavior intention will have a positive and significant impact, that is, the spread of Internet word-of-mouth has a positive relationship with behavior intention. The research results can provide practical knowledge for domestic tourism-related industries and government policy decision makers to facilitate the flourishing development of domestic tourism.
