網路口碑對遊客知覺價值與行為意圖之影響-以YouTuber旅遊影片為例

文化大學機構典藏 CCUR > 商學院 > 觀光事業學系暨研究所 > 博碩士論文 > Item 987654321/50767

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题名:	網路口碑對遊客知覺價值與行為意圖之影響-以YouTuber旅遊影片為例 A Study of Relationships Among Electronic Word-of-Mouth,Perceived Value and Behavior Intention: A Case StudyOf YouTuber Travel Videos
作者:	許雅琪
贡献者:	觀光事業學系觀光休閒事業碩士在職專班
关键词:	網路口碑知覺價值行為意圖旅遊影片 Electronic word-of-mouth Perceptual value Behavioral intention YouTuber Travel Videos
日期:	2021
上传时间:	2023-02-10 09:59:07 (UTC+8)
摘要:	網路口碑(Electronic Word-of-Mouth)已被公認對消費者是有影響力的。本研究目的是探討網路口碑對遊客知覺價值與行為意圖之影響-以YouTuber 旅遊影片為例。本研究從遊客的角度來看，當遊客觀看YouTuber 旅遊影片，會直接影響遊客知覺價值及其後續的消費行為意圖。本研究主要探討觀看社群網站Youtuber推薦旅遊資訊影片之網路口碑對遊客知覺價值與行為意圖之影響，故本研究將以觀看Youtuber推薦旅遊資訊影片之社會大眾為研究對象。透過網路問卷調查方式進行問卷調查。共計發放問卷307份，經刪除無效問卷7份，實得有效問卷300份問卷，問卷回收率為97.7%。並以迴歸分析(Regression Analysis)驗證各變數間因果關係。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.
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