第三章 研究方法
第二節 問卷設計量表
本研究發展之量表，系參考使用意向相關文獻 (Parra-López et al.，2011；
Hsu & Lin，2008；Lee et al.，2007；Goldsmith & Horowitz，2006；Wasko & Faraj，
2005；Wu & Chang，2005；Wang & Fesenmaier，2004；Skadberg & Kimmel，2004；
Hsu &Lu，2004；Vijayasarathy ，2004；Venkatesh & Davis，2000；Bellman et al.，
1999；Agarwal & Prasad，1998) 之衡量構面及透過專家效度審查後修改而成。
量表為封閉式問卷，題項共計49 題，其中包含兩題反向題，採用 Likert 五點尺 度量衡量之，依序一到五分，分別表示「非常不同意」、「不同意」、「普通」、「同 意」、「非常同意」，如表3-2 所示:
本研究函請觀光餐旅界七位學者專家，如附錄一所示；就問卷內容之適切 性、正確性、需要性及內容涵蓋性，逐題評分，經綜合專家意見所提供之修改建 議並與指導教授討論後，進行問卷內容之修改，爾後完成問卷量表，如附錄二所 示。問卷網址為:
預試問卷
https://docs.google.com/spreadsheet/viewform?hl=zh_TW&formkey=dEhOOWVOTX IwdFFwYmtTUnpudzRsNXc6MQ#gid=0
正式問卷
https://docs.google.com/spreadsheet/viewform?hl=zh_TW&pli=1&formkey=dHlJcWt 0WkhwZFJHYkZ0LVZkSzVNMUE6MQ#gid=0
表3-2 問卷題項
(Social media tools enable me to keep up to date with knowledge about the tourist sites and activities of interest.)
(Obtaining travel information.)
Parra-López et al.
(2011)
Wang & Fesenmaier (2004)
修正後適用
2.Facebook 旅遊粉絲專頁是一種方便與他人溝 通的工具
(It is convenient to communicate with others online)
修正後適用
3.我能透過 Facebook 旅遊粉絲專頁與他人進行 快速的溝通
(It is very efficient to communicate online)
修正後適用
4.我能從Facebook旅遊粉絲專頁中獲得豐富的 旅遊資訊
(Social media tools permit me get the most from the resources invested in the Trip.)
(I seek information from other consumers online because I can get a variety of information from people who have positive and negative opinions.)
Parra-López et al.
(2011)
Goldsmith & Horowitz (2006)
修正後適用
5.我能利用 Facebook 旅遊粉絲專頁搜尋到價格 低廉的旅遊行程
(Social media tools permit me to save costs.) (I seek information from other consumers online in order to find the lowest prices.)
修正後適用
6.Facebook旅遊粉絲專頁提供了一個我與他人 交流旅遊資訊的園地
(Social media tools give me the possibility to provide and to receive information about tourist sites and activities of interest.)
(Communicating with other members.)
Parra-López et al.
(2011)
Wang & Fesenmaier (2004)
(Social media tools enable me to stay in contact with others who share the same interests regarding
修正後適用
tourist trips.)
(Establishing and keeping relationship with other members.)
8.在Facebook旅遊粉絲專頁上，我可結交到許多 旅遊同好
(My personal relationships with people with similar motivations on the trip increase and are more interesting.)
修正後適用
9.我認為使用Facebook旅遊粉絲專頁使我獲得 歸屬感
(Social media tools provide me with a strong feeling of belonging to a group.)
(Seeking a sense of belonging.)
適用
10.我能從 Facebook 旅遊粉絲專頁中尋求到自 我認同感
(Seeking identity of myself.)
適用
11.我能從 Facebook 旅遊粉絲專頁中獲得參與 感
(Seeking a sense of affiliation in the community.)
適用
12.透過Facebook旅遊粉絲專頁搜尋旅遊行程資 訊的過程是愉快而有趣的
(The use of social media tools in the process of organizing and taking vacation trips is both pleasing and fun.)
(To be amused by other members.) (To be entertained.)
(Having fun.)
(Seeking enjoyment.)
修正後適用
13. 我覺得在Facebook 旅遊粉絲專頁上與他人 交流分享旅遊經驗是件榮幸的事情
(When I participate with opinions and share tourist experiences, I am proud of doing so.)
修正後適用
(I find that people who use these tools and express their opinions about travel on the Internet are trustworthy.)
Parra-López et al.
(2011)
Hsu & Lin(2008)
適用
(People on blogs are trustworthy.)
15.Facebook旅遊粉絲專頁中所發佈的旅遊資訊 是真實可靠的
(I think tourists’ contributions on the Internet are to be trusted.)
(I trust blog’s information to be true.)
適用
(I use the contributions and comments of others about trips and destinations and, to some extent, feel an obligation to contribute as well.)
(I know that other members will help me, so it’s only fair to fair to help other member.)
Parra-López et al.
(2011)
Wasko & Faraj (2005)
修正後適用
17. 我總是會興奮地在Facebook 上與他人分享 我在Facebook 旅遊粉絲專頁中所發現的旅遊新 去處
(I always share with friends and colleagues what I know and the new things that I discover about places to visit. I am anxious to explain what I know.)
Parra-López et al.
(2011)
Batson et al.(2002)
修正後適用
18.我相信我在 Facebook 旅遊粉絲專頁上提供 分享的旅遊資訊會被他人注意到
(I earn respect from others by participating in the Message Boards.)
(I feel that participation improves my status in the profession.)
(I participate in the Message Boards to improve my reputation in the profession.)
Parra-López et al.
(2011)
Wasko & Faraj (2005)
修正後適用
19.我喜歡在Facebook旅遊粉絲專頁上幫別人解 決旅遊相關問題
(I like helping other people.)
(I enjoy helping others in the Message Boards.) (It feels good to help others solve their problems.)
Wasko & Faraj (2005) 適用
(I have access to the technology needed to access these social media tools.)
Parra-López et al.
(2011)
Bellman et al. (1999)
適用
21.對我有行為影響力的人(朋友/同學/同事)鼓 勵我加入Facebook旅遊粉絲專頁
(Someone/some people have influenced me to use social media tools in the process of organizing and taking vacation trips; they have shown me how to use them and encouraged me to do so.)
(Some personal referent friend/workmate/ travel companion uses social media in the process of organizing and taking vacation trips and, to a certain extent, has influenced my use.)
(I seek information from other consumers online because my peers seek out information
electronically.)
Parra-López et al.
(2011)
Goldsmith & Horowitz (2006) (The present technological level of society in my region is high (access to the Internet ,
computers ,per person, . . .)
Parra-López et al.
(2011)
修正後適用
23.在我所處的社會環境裡，使用資訊科技的頻 率是非常高的
(The social use of information technology in my region (in schools/in the administration/in services/in businesses) is high)
修正後適用
24.在我所處的社會環境裡，隨處可見新科技在 日常生活中的應用
(In my social environment there is a strong tendency to progress and incorporate new technologies in all spheres.)
修正後適用
(I can easily search the content of product and relevant information at travel web sites.)
Wu & Chang (2005) 修正後適用
26. 我可容易地篩選瀏覽Facebook旅遊粉絲專 頁中的內容
( I can easily filter the content of information at travel web sites.)
修正後適用
27. 我可容易地在Facebook旅遊粉絲專頁上連 修正後適用
結我想看的內容
(I can easily connect the information what I wanted.)
(It is easy to contact the call center at travel web sites.)
Wu & Chang (2005) 修正後適用
29.我可以感受到該旅遊粉絲專頁的版主/管理 員/客服人員對於回應問題的態度抱持高度的 熱忱
(The call center has great pleasure to answer questions.)
修正後適用
30.該旅遊粉絲專頁的版主/管理員/客服人員回 應問題的速度非常快
(The speed of response to questions is very fast.)
修正後適用 (I felt enjoyable when I was browsing the travel web site.)
Wu & Chang (2005) 適用
32.我能透過Facebook旅遊粉絲專頁獲得滿足感 (I felt fulfilled when I was browsing the travel web site.)
(I felt that time certainly flies when I was browsing the travel web site.)
(While I was browsing the Web pages, time seemed to go by very quickly.)
Wu & Chang (2005) Skadberg & Kimmel (2004)
修正後適用
34. 當我在瀏覽Facebook旅遊粉絲專頁時，我常 會不知道時間過了多久
(I felt time distortion when I was browsing the travel web site.)
修正後適用
35. 當我在瀏覽Facebook旅遊粉絲專頁時，我常 會忽略周遭所發生的事情
(While browsing this Web site, I was not aware of my immediate surroundings.)
適用
36.當我在瀏覽Facebook旅遊粉絲專頁所呈現的 文字或影音內容時，我常會有種身歷其境的感 覺
(I felt that I was in the world created by the Web site–the Texas Coastal Birding Trail.)
修正後適用 (Blogging tool is easy to use.)
(Learning to operate a blog is easy.)
(It is easy for me to become skillful at playing on-line game.)
(Learning to play an on-line game is easy for me.)
Hsu & Lin (2008) Hsu &Lu (2004)
適用
38.透過Facebook旅遊粉絲專頁查詢旅遊資訊是 件"麻煩"的事情
( I believe that Internet shopping is (will be) cumbersome.)
(Using blog would enhance my work / learning / life effectiveness.)
(It enables me to fulfill the purpose of playing game effectively.)
Hsu & Lin (2008) Hsu &Lu (2004)
適用
40.Facebook旅遊粉絲專頁所提供旅遊資訊對我 相當有用
The Internet gives (will give) me access to useful shopping information.
Vijayasarathy (2004) 適用
態度 41.利用Facebook旅遊粉絲專頁作為搜尋旅遊資 訊的工具真是一個好的選擇
(Using the Internet for shopping is (would be) a good idea.)
(I feel good about playing an on-line game.)
Vijayasarathy (2004) Hsu & Lu (2004)
修正後適用
42.我喜歡以Facebook旅遊粉絲專頁作為我搜尋 旅遊資訊的工具
(I like playing an on-line game.)
(I like (would like) using the Internet for shopping.)
適用
個人創 新特質
43.我總是比朋友們率先使用新的資訊科技產品 (Among my peers, I am usually the first to try out new information technologies.)
Agarwal & Prasad (1998)
修正後適用
44.我喜歡體驗新的資訊科技產品
(I like to experiment with new information technologies.)
適用
45.當我聽說有新的科技產品推出時，我會去尋 求體驗的方式
(If I heard about a new technology, I would look for ways to experiment with it.)
修正後適用
46.基本上我不會輕易地嘗試新的資訊科技產品 (In general, I am hesitant to try out new
information technologies.)
適用
使用意 向
47.我認為會有愈來愈多人透過 Facebook 旅遊 粉絲專頁平台分享旅遊相片和影音資訊 (I think that more and more people will use these social media tools, commenting on aspects of trips, uploading photos and videos, and contributing experiences and knowledge.)
Parra-López et al.
(2011)
適用
48.我願意繼續使用 Facebook 旅遊粉絲專頁來 作為旅遊行程規劃的工具
(I am sure that I will use these tools again to organize and develop vacation trips.)
(Assuming I have access to the system, I intend to use it.)
(Given that I have access to the system, I predict that I would use it.)
Parra-López et al.
(2011)
Venkatesh & Davis (2000)
適用
49.我願意推薦他人使用 Facebook 旅遊粉絲專 頁來作為旅遊行程規劃的工具
(In the future, I will encourage my friends to use and contribute in these social media tools to organize and develop vacation trips.) (I plan to search for travel-related product information online in the future.)
(I expect my use of the Internet will be to
search for travel-related product information in the future.)
Parra-López et al.
(2011)
Venkatesh & Davis (2000)
Lee et al.(2007)
適用
第二部分、人口統計部分
1.性別:男女 適用
2.年齡: 15歲以下 15-19歲 20-24歲 25-29歲 30-39歲 40-49歲 50-59歲 60歲以上
適用
3.婚姻狀況: 已婚 未婚 適用
4.教育程度: 國中(含)以下 高中(職) 大學(專科) 研究所(含)以上 適用 5.請問您迄今使用社群媒體作為旅遊資訊搜尋工具大約有多久的時間?
未滿1年 1年以上未滿2年 2年以上未滿3年 3年以上未滿4年 4年以上未滿5年 5年以上
適用
6.請問您平均每天大約花多久時間在Facebook旅遊粉絲專頁上?
未滿1個小時 1個小時未滿2個小時 2個小時未滿3個小時 3個小時未滿4個小時 4個小時未滿5個小時 5個小時未滿6個小時 6個小時以上
適用
7.您是否擁有在Facebook旅遊粉絲專頁上尋找到旅伴的經驗: 是 否 專家建議納入 8.您曾使用過的旅遊資訊搜尋管道為?
搜尋引擎(Google,Yahoo奇摩!...) 電子佈告欄(Bulletin Board System，BBS) 臉書(Facebook) 部落格(Blog) 旅遊性虛擬論壇網站(如背包客棧) 該飯店、民宿所架設之網站 旅行社網站 旅遊資訊彙整網站
適用
9.職業: 金融業 服務業 資訊業 農林漁牧業 自由業 軍公教 家管 學生 退休人員 其他
適用 10.年收入: 無收入 新台幣20萬以下 新台幣20萬-40萬以下
新台幣40-60萬以下 新台幣60-80萬以下 新台幣80-100萬以下 新台幣100-150萬以下 新台幣150萬以上
適用
11.居住地: 台灣地區 中國大陸地區 其他 適用 資料來源:本研究整理