臺灣博碩士論文加值系統

隨著社群媒體興起與流行，使用社群媒體已成為許多使用者生活中很重要的部分。尤其是Facebook是21世紀全球最重要，也是最多使用者的社交網絡平台之一。現今有愈來愈多的旅行者會依據網際網路上其他旅客所提供的旅遊訊息規劃旅遊行程。本研究目的旨在探討使用者對於Facebook旅遊景點評論的使用態度與行為意圖之影響因素，並依據科技接受模式結合認知有用、電子口碑、社會影響三個前置因素，建構理論架構以解釋使用者對Facebook上的旅遊景點評論的使用態度和行為意圖。本研究以量化調查法蒐集泰國受測者之研究資料以驗證本研究之理論架構。研究結果顯示，電子口碑和認知有用對於Facebook旅遊景點評論的使用態度有正向之影響，而使用態度進而影響了對Facebook旅遊景點評論的行為意圖。

Social network service has popularity and is an important part of our lives nowadays. Especially on Facebook because it’s a one of the most important social network platforms in the 21st century in worldwide. Currently, more and more travelers plan their trips based on other tourist preferences and context information on the Internet. The aims of this study is to investigate what are impact factors of users’ attitude and behavior intention toward tourist attractions reviews on Facebook. Based on technology acceptance model, this study proposed a theoretical framework using the concepts of perceived usefulness, electric word-of-mouth (EWOM), and social influence to explain users’ attitude and behavioral intention toward tourist attractions reviews on Facebook. Research data were collected by survey method from Thailand respondents to validate the research framework. The results indicated that EWOM and perceived usefulness have positive impacts on users’ attitude, which in turn has an influence on behavioral intention toward tourist attractions reviews on Facebook.

English Abstract...i
Chinese Abstract...ii
Acknowledgements...iii
Table of Contents...iv
List of Tables...vi
List of Figures...vii
Chapter 1 Introduction...1
1.1 Research Motivation...1
1.2 Research Question...3
1.3 Research Purpose...4
1.4 Research Structure...4
Chapter 2 Literature Review...6
2.1 Tourist Attraction Reviews...6
2.2 The Overview of Social Network...7
2.2.1 An Introduction of Social Network...7
2.2.2 Social Network usage in Worldwide...8
2.2.3 Social Network usage in Thailand...8
2.3 Facebook...9
2.3.1 Facebook Usage and Trends in Worldwide...9
2.3.2 Facebook Usage and Trends in Thailand...10
2.4 Technology Acceptance Model (TAM)...12
2.5 Electronic Word-of-Mouth (EWOM)...14
2.6 Social Influence...14
2.7 Previous Researches...15
Chapter 3 Research Methodology...17
3.1 Research Model...17
3.2 Research Hypotheses...18
3.3 Questionnaire Design...20
3.4 Data Collection...24
3.5 Data Analysis...24
Chapter 4 Results...25
4.1 Demographic Information...25
4.2 Descriptive Statistic of Construct Items...26
4.3 Scale Reliability and Validity of the Measurement Models...29
4.4 Testing of the Structural Model...37
4.5 Hypotheses tests summary...42
Chapter 5 Discussion and Conclusion...43
5.1 Discussion...43
5.2 Conclusion...46
5.3 Limitation and Future research suggestion...47
References...48
Appendix I – English Question...54
Appendix II – Thai Question...59
Extended Abstract...64

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