第五章 結論與建議
第三節 研究限制及後續研究方向
(一) 研究方法
本研究以量化問卷為研究工具，建議未來可朝質性或其他量化研究方法，
以便更深入了解影響Facebook 旅遊粉絲專頁使用意向的其他相關因素。
(二) 研究對象
本研究因受限於人力、物力及研究經費之考量，研究對象多為亞洲地區華 人，故建議未來研究可針對其他不同國家文化的粉絲專頁使用者進行跨文化 研究分析，進一步探討文化因素與變項間的關係。
參考文獻
一、英文部分
Agarwal, R. & Prasad, P. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research, 9, 204-215.
Akehurst, G. (2009). User generated content: the use of blogs for tourism organisations and tourism consumers. Service Business, 3, 51-61.
Baron, R.M. & Kenny, D.A. (1986). The Moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations.
Journal of Personality and Social Psychology, 51, 1173-1182.
Batson, C.D., Ahmad, N., & Tsang, J.A. (2002). Four motives for community involvement. Journal of Social Issues, 58, 429-445.
Bellman, S., Lohse, G. L., & Johnson, E. J. (1999). Predictors of online buying behavior. Communications of the ACM, 42, 32-38.
Bentler, P.M (1990). Comparative fit indexes in structural models. Psychological Bulletin, 88, 238-246.
Boyd, D.M. & Ellison, N.B. (2007). Social network sites : definition ,history and scholarship. Journal of Computer-Mediated Communication, 13, 210-230.
Buhalis, D. & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet - the state of eTourism
research. Tourism Management, 29, 609-623.
Chen, C. (2006). Identifying significant factors influencing consumer trust in an online travel site. Information Technology & Tourism, 8, 197-214.
Cho, V. (2006). Factors in the adoption of third-party B2B portals in the textile industry. Journal of Computer Information Systems, 46, 18 - 31.
Chung, J.Y., & Buhalis, D. (2008). Web 2.0: A study of online travel community.
Information and Communication Technologies in Tourism, 3, 70-81.
Churchill, G.A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16, 64-73.
Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests.
Psychometrika, 3, 297-334.
Csikszentmihalyi, M., & LeFevre, J. (1989). Optimal experience in work and leisure.
Journal of Personality and Social Psychology, 56, 815-822.
Dahlen, M. (2002). Learning the web: Internet user experience and response to web marketing in Sweden. Journal of Interactive Advertising, 3, 25-33.
Davis, F. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13, 319-340.
Davis, F., Bagozzi, R.P., & Warshaw, P.R. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35, 982-1003.
Dodgson, M. (1993). Learning, trust, and technological collaboration. Human Relations, 46, 77-95.
Doll, W. X., & Torkzadeh, G. (1988). A confirmatory factor analysis of the end-user computer satisfaction instrument, MIS Quarterly, 18, 453-461.
Ebner, M., Lienhardt, C., Rohs, M. & Meyer, I. (2010). Microblogs in higher education – a chance to facilitate informal and process-oriented learning?
Computers & Education, 55, 92-100.
Ellis, G.D. & Voelkl, J.E. (1994). Measurement and analysis issues with explanation of variance in daily experience using the flow model. Journal of Leisure Research, 26, 337-356.
Fang, J., Shao, P.,& Lan, G. (2009). Effects of innovativeness and trust on web survey participation. Computers in Human Behavior, 25(1), 144-152.
Fang, Y.H. & Chiu, C.M. (2010). In justice we trust: exploring knowledge-sharing continuance intentions in virtual communities of practice. Computers in Human Behavior, 26, 235-246.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
Gefen, D. & Straub, D. (2000). The relative importance of perceived ease of use in is adoption: A study of e-commerce adoption. Journal of the Association for Information Systems, 1, 1-28.
Goldsmith, R.E. & Horowitz D. (2006). Measuring motivations for online opinion seeking. Journal of Interactive Advertising, 6, 3-14.
Gretzel, U. (2006). Consumer generated content-trends and implications for branding.
e-Review of Tourism Research, 4, 9-11.
Ha, J.Y. (2005). Understanding satellite television adopters- an examination of factors affecting digital DBS adoption. Korean Journal of Broardcasting and Telecommunication Studies, 19, 130-161.
Hoffman, D.L. & Novak, T.P. (1996). Marketing in hypermedia computer-mediated environments: conceptual foundations. Journal of Marketing, 60, 50-68.
Hsu, C.L. & Lin, C.C. (2008). Acceptance of blog usage : the roles of technology acceptance, social influence and knowledge sharing motivation. Information &
Management , 45, 65-74.
Hsu, C.L. & Lu, H.P. (2004). Why do people play on-line games? An extended TAM with social influences and flow experience. Information & Management, 41, 853-868.
Hsu, H.H. & Liao, H.T. (2011). A mobile RFID-based tour system with instant microblogging. Journal of Computer and System Sciences, 77, 720-727.
Illum, S.F., Ivanov, S.H. & Liang, Y. (2010). Using virtual communities in tourism research. Tourism Management, 31, 335-340.
Java, A., Song, X., Finin, T. & Tseng B. (2007). Why we twitter: understanding microblogging usage and communities. Proceedings of the 9th WebKDD and 1st
Lee, M.C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8,130-141.
Lee, Y.L., Qu, H. & Kim Y.S. (2007). A study of the impact of personal innovativeness on online travel shopping behavior-A case study of Korean travelers. Tourism Management, 28, 886-897.
Lin, J.C.C & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20, 197-208.
Lo, I.S., McKercher, B., Lo, A., Cheung C. & Law, R. (2011). Tourism and online photography. Tourism Management, 32, 725-731.
Lu, H.P. & Hsiao, K.L. (2010). The influence of extro/introversion on the intention to pay for social networking sites. Information & Management, 47, 150-157.
McFedries, P. (2007). All a-twitter, IEEE Spectrum, 44, 84-84.
Novak, T.P. & Hoffman, D.L. (1997). Measuring the flow experience among web users. Interval Research Corporation.
Oh, N.Y., Parwada, J.T. & Walter T.S. (2008). Investors’ trading behavior and performance: Online versus non-online equity trading in Korea. Pacific-Basin Finance Journal, 16,26-43.
Park, D., Lee, J. & Han, I. (2007). The effect of on-line consumer reviews on consumer purchase. International Journal of Electronic Commerce, 11, 125-148.
Parra-López, E., Bulchand-Gidumal, J., Gutiérrez-Taño, D. & Díaz-Armas, R. (2011).
Intentions to use social media in organizing and taking vacation trips. Computers in Human Behavior, 27, 640-654.
Pelling, E.L., Sc, B.B. & White, K.M. (2009). The theory of planned behavior applied to young people’s use of social networking web sites. CyberPsychology &
Behavior, 12, 755-759.
Reynolds, K.E. & Beatty, S.E. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing. Journal of Retailing, 75, 11-32.
Ross, C., Orr, E.S., Sisic, M., Arseneault, J.M., Simmering, M.G. & Orr, R.R. (2009).
Personality and motivations associated with facebook use. Computers in Human Behavior, 25, 578-586.
Sheng, M.L., Hsu, C.L., & Wu, C.C. (2011). The asymmetric effect of online social networking attribute-level performance. Industrial Management & Data Systems, 111, 1065 – 1086.
Shin, D.H. & Shin, Y.J. (2011). Why do people play social network games?
Computers in Human Behavior, 27, 852-861.
Skadberg, Y.X. & Kimmel, J.R. (2003). Visitors’ flow experience while browsing a web site: its measurement, contributing factors and consequences. Computers in Human Behavior, 20, 403-422.
Tan, M. & Teo, T.S.H. (2000). Factors influencing the adoption of internet banking.
Journal of the Association for Information Systems, 1, 1-42.
of personal and contact information by young people in social networking sites:
An analysis using facebook profiles as an example. International Journal of Media & Cultural Politics, 6, 81-101.
Venkatesh, V. & Davis, F. D. (2000). A theoretical extension of the technology acceptance model: four longitudinal field studies. Management Science, 46, 186–204.
Vijayasarathy, L.R. (2004). Predicting consumer intentions to use on-line shopping:
the case for an augmented technology acceptance model. Information &
Management, 41, 747-762.
Wang, Y. & Fesenmaier, D.R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management, 25, 709-722.
Wang, Y., Yu, Q. & Fesenmaier, D.R. (2002). Defining the virtual tourist community:
implications for tourism marketing. Tourism Management, 23, 407-471.
Wasko, M.M. & Faraj, S. (2005). Why should I share? examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29, 35-57.
Wu, H.J. & Liang, R.D. (2011). The relationship between white-water rafting experience formation and customer reaction: a flow theory perspective. Tourism Management, 32, 317-325.
Wu, J.J. & Chang, Y.S. (2005). Towards understanding members’ interactivity, trust, and flow in online travel community. Industrial Management & Data Systems, 105, 937-954.
Xiang, Z. & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31, 179-188.
Yen, H.J.R & Gwinner. K.P. (2003). Internet retail customer loyalty: the mediating role of relational benefits. International Journal of Service Industry Management, 14, 483 - 500.
Yi, M.Y., Fiedler, K.D., & Park, J.S. (2006). Understanding the role of individual innovativeness in the acceptance of IT-Based innovations: comparative analyses of models and measures. Decision Sciences, 37, 393-426.
二、中文期刊部分
四、中文論文部分
Bollen, K.A. (1989). A new incremental fit index for general structural equation models. Sociological Methods and Research.
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In Bollen, K.A. & Long, J.S.,Testing Structural Equation Models Newbury Park, CA: Sage.
Csikszentmihalyi, M. (1975). Beyond boredom and anxiety : The Experience of Play in Work and Games. San Francisco: Jossey-Bass.
DeVellis, R. F. (1991). Scale Development Theory and Applications. London: SAGE.
Fishben, M. &Ajzen, I. (1975). Belief, attitude, intention, and behavior : an introduction to theory and research. Reading, MA: Addison-Wesley.
Hair, J. F., Black W.C., Babin B., &Anderson, R. E. (1998). Multivariate Data Analysis. New York: Macmillan.
Kline, R.B. (1998). Principles and practice of structural equation modeling. New York: Guilford Press.
Nunnally, J. C. (1978). Psychometric theory. New York:McGraw-Hill.
Rheingold, H. (1994). A slice of life in my virtual community. In L. M. Harasim (Ed.), Global networks: Computers and international communication. Cambridge, MA:
Rogers E.M. (1995). Diffusion of innovations. New York: Free Press
五、網站部分
Facebook統計網站 (2011) .2011年全球Facebook用戶年齡及性別統計分佈圖。上 網日期:2011年12月10日。網址: htt://checkfacebook.com
Walker, J. (2003). Weblog. Definition for the routledge encyclopedia of narrative theory.上網日期 : 2010年12月16日。網址:
http://jilltxt.net/archives/blog_theorising/final_version_of_weblog_definition.htm l
Woon, A. (2009) . The Rise, history and future of microblogging. 上網日期 : 2010 年12月10日。網址:
http://www.slideshare.net/alvinwoon/the-rise-history-and-future-of-microbloggin g
Zuckerberg, M. (2010). 500 Million stories. 上網日期：2010年12月19日。網址：
http://blog.facebook.com/blog.php?post=409753352130
附錄一、專家效度問卷名單
國立台灣師範大學餐旅管理與教育研究所助理教授 國立嘉義大學觀光休閒管理研究所教授
國立高雄餐旅大學副教授
雄獅旅行社股份有限公司國內旅遊產品部專案企劃
Facebook 旅遊粉絲專頁「認識西班牙～跟著官方導遊走！」版主 頂呱呱國際股份有限公司總經理特助
私立東泰高中觀光科專任教師
附錄二、正式問卷
附錄三、臉書旅遊粉絲專頁行銷案例應用及發展現況
表5-1 臉書旅遊粉絲專頁行銷案例與介紹(續 1)
臉書粉絲專頁用戶名稱 管理者簡介/功能標籤列/行銷方式
東聯旅行社
東聯旅行社於2010 年 10 月成立「去旅行」旅遊粉絲專 頁，共設有日本、香港、泰國、韓國、長灘島、 北海 道、大阪自由行七個專頁，主要介紹世界文化遺產、各 地美食小吃、當地慶典活動與流行時尚文化藝術。
雄獅旅遊 由雄獅旅行社成立，塗鴉牆上遍佈各種豐富的旅遊產品
資訊，並透過話題性投票活動、電影贈票等活動，發展 與粉絲網友之間頻繁互動的機會來尋求商機，亦曾舉辦 虛擬遊戲，將商品置入遊戲中，並以免費團體旅遊行程 作為回饋，藉此加深網友印象更並聆聽消費者的意見，
該專頁主要透過不定期的行銷活動與網友粉絲們互 動，從中獲悉消費者想法來共創彼此之間的雙贏局面
2.個人
老王的流浪大夢 粉絲專頁用戶名稱為「老王的流浪大夢」，版主是一名 熱愛冒險、喜歡攝影、追求刺激與極限的背包客。透過 文字敘述、攝影作品紀錄下曾經造訪過的人煙罕至秘 境，並將自己的旅遊探索體驗心得分享至塗鴉牆上。粉 絲可以透過他分享至塗鴉牆上的一張張照片，彷彿親自 踏著碧海藍天的史瓦濟蘭海水，下一秒沾了滿身的埃及 沙塵，轉身便窺了吳哥窟的一張張浮雕，身歷其境的在 家中環遊世界
背包客棧 於2004 年成立，成立的主要使命在於「協助每個人完 成屬於自己的旅行」。塗鴉牆及討論區提供了背包客一 個自助旅行的旅遊資訊交流分享空間，粉絲網友們會聚 集在此尋找旅伴，進行機票比價、國際訂房比價，彼此 熱切地幫旅遊同好解決各種旅遊疑難雜症及問題
資料來源 : 臉書 (Facebook) 旅遊粉絲團網站
表5-1 臉書旅遊粉絲專頁行銷案例與介紹(續 2)
臉書粉絲專頁用戶名稱 管理者簡介/功能標籤列/行銷方式
3.政府單位
英國旅遊局 英國旅遊局(VisitBritain)屬英國國家旅遊組織，主 要負責將英國推廣至海外，並致力於協助全國的 旅遊業務發展。為了提供國內外遊客最新的旅遊 資訊，該組織與各地方旅遊局及近千個機構及團 體均有聯系和合作
泰國政府旅遊局 泰國政府旅遊局(Tourism Authority of Thailand) 成立目的在於持續促進和發展泰國的觀光事業，
致力於推廣國家發展政策及相關旅遊事業，並塑 造在經濟面、社會面和環境面三者達平衡狀態並 進一步提升國家國際形象
4.民宿業者
南法普羅旺斯酒莊，民宿 南法普羅旺斯酒莊，民宿 ( Abbaye saint hilaire ) 由一名法國人和一名台灣人共同經營的法國民 宿，位於南法中央，成立宗旨在於能讓台灣人體 驗到法國美好的田園式生活，產品有各類美酒及 各式法國道地民宿，塗鴉牆上可見版主透過照片 或影音工具分享法國文化，如小鎮風景、當地慶 典活動、美酒知識等
5.大眾傳播媒體
旅遊生活頻道 塗鴉牆主要預告觀眾相關節目內容，內容涵蓋旅 遊、美食、設計與裝潢，成立宗旨在於鼓勵觀眾 追求更美好的生活，藉由善用休閒時間探索獨特 的嗜好與經驗
資料來源 : 臉書 (Facebook) 旅遊粉絲團網站