Product placement has been an important vehicle to use to promote products. This research was undertaken with the intention of contributing to the understanding of these three factors how to maximize product placement effectiveness. As development and popularization of internet technology in recent years, the application of blogs is common to population. Blog is a new burgeoning platform to communicate with everyone worldwide. Marketers have to use this new vehicle to promote products. How to use ulterior form to attract people is of great urgency. However, product placement does not always work. It has been used for a long time. Viewers are trained smarter than before and sensitive to any message included advertising meaning. Thus, this research confirms that some specific optimal ways for product placement presented in blogs can be used to enhance consumers’ purchase intention and attitude toward brand.
68
Reference
Aaker, D. A., & Bruzzone, D. E. (1985). Causes of Irritation in Advertising. Journal of Marketing,
49, 47-57.
Agnes, N., & Fine, C. (2008). Who's Messing With My Mind? The Implications of Dual-Process Models for the Ethics of Advertising to Children. International Journal of Advertising, 27(3), 447-470.
Ahluwalia, R., & Burnkrant, R. E. (2004). Answering Questions about Questions: A Persuasion Knowledge Perspective for Understanding the Effects of Rhetorical Questions? Journal of
Consumer Research, 31, 26-42.
Aiken, M., Vanjani, M., Ray, B., & Martin, J. (2003). College Student Internet Use. Campus-Wide
Information Systems, 20(5), 182-185.
Ajzen, I., & Fishbein, M. A. (1975). Bayesian Analysis of Attribution Processes. Psychological
Bulletin, 82(2), 261-277
Anand, P., & Sternthal, B. (1990). Ease of Message Processing as a Moderator of Repetition Effects in Advertising. Journal of Marketing Research, 27, 345-353.
Andrews, J. C., Srinivas, D., & Akhter, S. H. (1990). A Framework for Conceptualizing and Measuring the Involvement Construct in Advertising Research. Journal of Advertising, 19(4), 27-40.
Balasubramanian, S. K. (1994). Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues. Journal of Advertising, 23(4), 29-46.
Balasubramanian, S. K., Karrh, J. A., & P., H. (2006). Audience Response to Product Placements:
An Integrative Framework and Future Research Agenda. Journal of Advertising, 35(3), 115-141.
Belk, & Russell, W. (1982). Effects of Gift-Giving Involvement on Gift Selection Strategies.
Advances in Consumer Research, 9, 408-412.
Bennett M., Pecotich A., & Putrevu, S. (1999). The Influence of Warnings on Product Placements.
European Advances in Consumer Research, 4, 193-200.
Bhatnagar, Namita, Lerzan A., & Malkoc, S. A. (2004). The Impact of Message, Media, and
Consumer Characteristics on Placement Efficacy.
Biehal, G., & Chakravarti, D. (1986). Consumers' Use of Memory and External Information and External Information in Choice: Macro and Micro Perspectives. The Journal of Consumer
Research, 12(4), 382-405.
69
Bloch, P., & Riichins, M. (1983). A theoretical Model for the Study of Product Importance Perceptions. Journal of Marketing, 47, 69-81.
Blood, R. (2000). Weblogs: a history and perspective.
Boush, David M., Marian, F., & Rose, G. M. (1994). Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics Journal of Consumer Research, 21(1), 165-175.
Boush, D. M. (1993). How Advertising Slogans Can Prime Evaluations of Brand Extensions.
Psychology and Marketing, 10(1).
Bowen, L., & S, H. C. (1974). Product Involvement and Pertinent Advertising Appeals. Journalism
Quarterly, 51, 613-621.
Brown, J. (1958). Some Tests of the Decay Theory of Immediate Memory. Quarterly Journal of
Experimental Psychology, 10, 12-21.
Bryan, G., & John, M. (2000). Cigarette Smoking in the Movies: The Influence of Product Placement on Attitudes Toward Smoking and Smokers. Journal of Applied Social Psychology,
30(7), 145701473.
Cambell, M. C. (2000). Consumers' Use of Persuasion Knowledge: The Effect of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of Consumer Research, 27, 69-82.
Campbell, M. C. (1995). When Attention-Getting Advertising Tactics Elicit Consumer Inference of Manipulative Intent: The Importance of Balancing Benefits and Investments. Journal of
Consumer Psychology, 4(3), 225-254.
Campbell, M. C., & Kirmani, A. (2000). Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of
Consumer Research, 27, 69-83.
Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes. Journal of Consumer Research, 15, 210-224.
Chaiken, S. (1980). Heuristic Versus Systematic Information Processing and the Use of Source Versus Message Cues in Persuasion. Journal of Personality and Social Psychology, 39, 752-756.
Cheong, H. J., & Morrison, M. A. (2008). Consumers’ Reliance on Product Information and Recommendations Found in UGC. Journal of Interactive Advertising, 8(2), 1-30.
Clark, K. (1991). Recent Studies of Temporary Threshold Shift (TTS) and Permanent Threshold Shift (PTS) in Animals. The Journal of the Acoustical Society of America, 90, 155-163.
Clarke, Keith, & Melk, R. (1978). The Effects of Product Involvement and Task Definition on Anticipated Consumer Effort. Advances in Consumer Research, 5, 313-318.
Considine, P. (2008). Does product placement really work? Campaign, 10, 24.
Cowley, E., & Barron, C. (2008). When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence. Journal of Advertising 37(1), 89-98.
Crowston, K., & Williams, M. (2000). Reproduced and emergent genres of communication on the World-Wide-Web. The Information Society, 16(3), 201-216.
70
d'Astous, Alain, & Chartier, F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies. Journal of Current Issues and Research in
Advertising, 22(2), 31-40.
d'Astous, Alain, & Seguin, M. (1999). Consumer Reactions to Product Placement Strategies in Television Sponsorship. European Journal of Marketing, 33(9/10), 896-910.
DeLorme, D. E., & Reid, L. N. (1999). Moviegoers' Experiences and Interpretations of Brands in Films Revisited. Journal of Advertising, 28(2), 71-95.
Dillard, J. P., & Pfau, M. (2002). The Persuasion Handbook: Developments in Theory and Practice.
Thousand Oaks, CA.
Dolan, R. (1993). Managing the New Product Development Process: Cases and Notes. Harvard
University Press, Cambridge.
D'Orio, W. (1999). Clothes make the teen. American Demographics, 21(3), 34.
Eagly, A. H., & Chaiken, S. (Eds.). (1993). The Psychology of Attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
Edwards, S. M., Hairong Li, & Lee, J. H. (2002). Forced Exposure and Psychological Reactance:
Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of
Advertising, 31, 83-95.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior (17 ed.). Philadelphia, The Dryden Press.
Festa, P. (2003). Report Slams Web Personalization, from http://news.com.com/2100-1038-5090716.html
Finn, A. (1988). Print Ad Recognition Readership Scores: An Information Processing Perspective.
Journal of Marketing Research, 25(2), 168-177.
Fiske, S. T., & Taylor, S. E. (1984). Social cognition. New Tork: Random House.
Fitzgerald, K. (2002). Eager Sponsors Raise the Ante. Advertising Age, 18.
Fitzgerald, K. (2007). Blogs Fascinate, Frighten Marketers Eager to Tap Loyalists. Advertising Age,
10, S4.
Launching the BMW Z3 Roader, N9-597-002 (1997).
Friedman, & Roberto (1986). Psychological Meaning of Products: Identification and Marketing Applications. Psychology and Marketing, 3, 1-15.
Friedman, M. (1985). The Changing Language of a Consumer Society; Brand Name Usage in Popular American Novels in the Postwar Era. Journal of Consumer Research, 11(March), 927-937.
Friedman, M. (1986). Commercial Influences in the Lyrics if Popular American Music of the Postwar Era. Journal of Consumer Affairs, 20(Winter), 193-214.
Friestad, M., & Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts The Journal of Consumer Research, 21(1), 1-31.
Friestad, M., & Wright, P. (1999). Everyday persuasion knowledge. Psychology and Marketing 16, 185-194.
Furnham, A., Gunter, B., & Richardson, F. (2002). Effects of Product-Program Congruity and
71
Viewer Involvement on Memory for Televised Advertisements. Journal of Applied Social
Psychology, 32(1), 124-141.
Galician, M. L. (2005). Handbook of Product Placement in the Mass Media; New Strategies in
Marketing Theory, Practice, Trends, and Ethics. Binghampton: Best Business Books.
Gardner, M. P., Andrew, A. M., & Russo, J. E. (1985). Low Involvement Strategies for Processing Advertisements. Journal of Advertising, 14, 4-12.
Gian, M. F., & Morn, M. P. (2009). Whither the Click? How Online Advertising Works. Journal of
Advertising Research, 27(3), 134-142.
Giese, J. L., & Spangenberg, E. R. (1996). Effects of Product-Specific Word-of-Mouth Communication on Product Category Involvement. Marketing Letters, 7(2), 187-199.
Greenwald, A. G. (1968). Cognitive Learning, Cognitive Response to Persuasion, and Attitude Change. Psychology Foundations of Attitudes, 147-170.
Gupta, P. B., Balasubramanian, S. K., & Klassen, M. L. (2000). Viewers' Evaluation of Product Placements in Movies: Public Policy Issues and Managerial Implications. Journal of Current
Issues and Research in Advertising, 22(2), 41-52.
Gupta, P. B., & Gould, S. J. (1997). Consumers' Perceptions of the Ethics and Acceptability of Product Placement in Movies: Product Category and Individual Differences. Journal of
Current Issues and Research in Advertising, 19(1), 38-50.
Gupta, P. B., & Lord, K. R. (1998). Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall. Journal of Current Issues and Research in Advertising, 20(1), 47-59.
Ha, L. (1996). Observations: Advertising Clutter in Consumer Magazines. Journal of Advertising
Research, 36, 76-83.
Hamer, P. M., & Kahle, L. R. (1986). A Social Adaption Explanation of the Eeffects of Surrealism on Advertising. Journal of Advertising, 15, 50-64.
Herr, P. M., Sherman, S. T., & Fazio, R. H. (1983). On the Consequences of Priming: Assimilation and Contrast Effect. Journal of Experimental Social Psychology, 19, 59-69.
Higgins, & Chaires, W. M. (1980). Accessibility of International Constructs: Implications for Stimulus Encoding and Creativity. Journal of Experimental Social Psychology, 16, 348-361.
Higgins, E. T., Bargh, J. A., & Lombardi, W. (1985). Nature of Priming Effects on Categorization.
Journal of Experimental Psychology: Learning, Memory, and Cognition, 11, 59-69.
Howard, J. A., & Sheth, J. N. (1969). The Theory of Buyer Behavior. John Wiley & Sons, Inc.
Hudson, S., & Hudson, D. (2006). Branded Entertainment: A New Advertising Technique or Product Placement in Disguise? Journal of Marketing Management, 22(5/6), 489-504.
Hudson, S., Hudson, D., & Peloza, J. (2007). Meet the Parents: A Parents' Perspective on Product Placement in Children's Films Journal of Business Ethics, 80(2), 289-304.
Hudson, S., & Ritchie, J. (2006). Promoting Destinations Via Film Tourism: An Empirical Identification of Supporting Marketing Initiatives. Journal of Travel Research, 44, 387-396.
Huh, J., Jones, L., Erickson, T., Kellogg, W. A., Bellamy, R., & Thomas, J. C. (April 2007).
BlogCentral: The Role of Internal Blogs at Work. Paper presented at the CHI 2007 Work in
72
Janiszewski, C. (1993). Preattentive Mere Exposure Effects. Journal of Consumer Research, 20(3), 376-392.
Janiszewski, C., & Chandon, E. (2005). Transfer-Appropriate Processing, Response Fluency, and the Mere Measurement Effect. Journal of Marketing Research, 44(May), 309-323.
Kai, W., Eric T.G. Wang, & Farn, C. K. (2009). Influence of Web Advertising Strategies, Consumer Goal-Directedness, and Consumer Involvement on Web Advertising Effectiveness.
International Journal of Electronic Commerce, 13(4), 67-95.
Karrh, J. A. (1998). Brand placement: A review. Journal of Current Issues and Research in
Advertising, 20(2), 31-49.
Karrh, J. A., Mckee, K. B., & Pardun, C. J. (2003). Practitioners' Evolving Views on Product Placement Effectiveness. Journal of Advertising Research.
Keller, K. L., & Aaker, D. A. (1992). The Effects of Sequential Introduction of Brand Extensions.
Journal of Marketing Research, 29, 35-50.
Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation, and Control.
Englewoof Cliffs, NJ: Prentice Hall.
Krugman, H. E. (1965). The Impact of Television Advertising: Learning Without Involvement. The
Public Opinion Quarterly, 29(3), 349-356.
Krugman, H. E. (1986). Measuring Memory: An Industry Dilemma. Journal of Advertising
Research, 25(4), 49-51.
La Ferle C., & Edwards S. (2006). Product Placement: How Brands Appear on Television. Journal
of Advertising, 35(4), 65-86.
Labroo, A. A., & Lee, A. Y. (2006). Between Two Brands: A Goal-Fluency Account of Brand Evaluation. Journal of Marketing Research, 18(August), 374-385.
Lasica, J. D. (Producer). (2001) Blogging as a Form of Journalism. USC Annenberg Online
Leclerc, F., & Little, J. D. C. (1997). Can Advertising Copy Make FSI Coupons More Effective?
1997, 34, 473-484.
Lee, M., & Faber, R. J. (2007). Effects of Product Placement In On-Line Games On Brand Memory:
73 Motivation, Opportunity, and Ability to Process Brand Information from Ads. Journal of
Marketing, 55, 32-53.
Maclean (2005). Product Placement beyond TV, p. 33,
Makeachie, W. J., & Doyle, C. (1968). Psychology, Reading, Addison-Wesley Publishing Company.
Marketing, P. T. (2009). Blog Use Investigation in 2009 in Taiwan.
Marsha, L. R., & Bloch, P. H. (1986). After the New Wears off: The Temporal Context of Product Involvement The Journal of Consumer Research, 13(2), 280-285.
Matthes, J., Schemer, C., & Wirth, W. (2007). Measuring the Unmeasurable? Toward Operationalizing On-Line and Memory-Based Political Judgment in Surveys. International
Journal of Public Opinion Research, 19, 247-257.
Maynard, M., & Scala, M. (2006). Unpaid Advertising: A Case of Wilson the Volleyball in Cast Away. Journal of Popular Culture, 39(4), 622-638.
McCarty, J. A. (2004). Product Placement: The Nature of the Practice and Potential Avenues of Inquiry. In L. J. Shrum (Ed.), The Psychology of Entertainment Media: Blurring the Lines
Between Entertainment and Persuasion (Advertising and Consumer Psychology)
Mckechnie, S. A., & Zhou (2003). Product Placement in Movies: A Comparison of Chinese and American Consumers' Attitudes. International Journal of Advertising, 22(2), 349-374.
Michelle R. N., Heejo, K., & Yaros, R. A. (2004). Advertainment or Adcreep? Game Players’
Attitudes Toward Advertising and Product Placements in Computer Games. Journal of
Interactive Advertising, 5(1).
Ming, T., Tsai, Wen, K., Liang, & Mei, L., Liu (2007). The Effects of Subliminal Advertising on Consumer Attitudes and Buying Intentions. International Journal of Management, 24.
Mitchell, A. A. (1979). Involvement: A Potentially Important Mediator of Consumer Behavior.
Advances in Consumer Research, 6, 191-196.
Mittal, B., & Lee, M. (1989). Must consumer involvement always imply more information search?
Advances in Consumer Research, 16, 167-172.
Muehling, D., Laczniak, R., & Andrews, J. (1993). Defining, Operationalizing, and using involvement via consumer involvement profiles. Advances in Consumer Research, 15, 43-49.
Nebenzahl, I. D., & Secunda, E. (1993). Consumers' Attitudes Toward Product Placement in Movies. International Journal of Advertising, 12(1), 1-11.
Nelson, M. R. (2002). Recall of Brand Placements in Computer/video Games. Journal of
Advertising Research, 42(2), 80-92.
74 Consumption Involvement in Fashion. Journal of Economic Psychology, 545-576.
Olsen, P. (2007). Transformers: Product Placement Overkill, from http://blogs.cars.com/kickingtires/2007/07/transformers-pr.html
Ong, B. S., & Meri, D. (1994). Should Product Placement in Movies Be Banned? Journal of
Promotion Management, 2(3/4), 159-175.
Park, D., Lee, J., & and Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of
Electronic Commerce, 11(4), 125-148.
Petty, R. E., & Cacioppo, J. T. (1986a). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York, Springer-Verlag.
Petty, R. E., & Cacioppo, J. T. (1986b). The Elaboration Likelihood Model of Persuasion. Advances
In Experiment Social Psycology, 19, 123-205.
Petty, R. E., Cacioppo, J. T., & Schuman, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10, 135-146.
Ray, M. L., Alan G. Sawyer, Michael L. Rothschild, Roger M. Heeler, E. C. S., & Reed, J. B.
(1973). Marketing Communication and the Hierarchy of Effects. New Models for Mass
Communication Research, 2, 147-176.
Reed, J. D. (1989). Plugging Away in Hollywood. Time, 103.
Reijmersdal, E. V. (2009). Brand Placement Prominence: Good for Memory! Bad for Attitudes?
Journal of Advertising Research, 49(2), 151-153.
Petty, R. E., & Cacioppo, J. T. (1981). Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context. Advances in Consumer Research, 8(20-24).
Petty, R. E., & Cacioppo, J. T. (1984). The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes to Persuasion. Journal of Personality and
Social Psychology, 1984(46), 1.
Petty, R. E., & Wegener, D. T. (1999). The Elaboration Likelihood Model: Current Status and Controversies. Dual-process theories in social psychology, 37-72.
Robertson (1976). Low-commitment consumer behavior. Journal of Advertising Research 16, 19-24.
Roehm, M. L., Roehm Jr, H. A., & Boone, D. S. (2004). Plugs versus Placements: A Comparison of Alternatives for Within-Program Brand Exposure. Psychology and Marketing, 21(1), 17-28.
Rosemary, J. A., & Ferraro, R. (2000). Verisimilitude or Advertising? Brand Appearances on Prime-Time Television. Journal of Consumer Affairs, 34(2), 217-244.
Roskos-Ewoldsen, D. R., & Fazio, R. H. (1992). On the Orienting Value of Attitudes: Attitude
75
Accessibility as a Determinant of an Object's Attraction of Visual Attention. Journal of
personality and social psychology, 63(2), 198-211.
Russell, C. A. (1998). Toward a Framework of Product Placement: Theoretical Propositions.
Advances in Consumer Research, 25(357-362).
Russell, C. A. (2002). Investigating the Effectiveness of Product Placements in Television Shows:
The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude.
Journal of Consumer Research, 29, 306-318.
Sacharin, K. (2000). Attention! How to Interrupt, Yell, Whisper Touch Customers. New York: John
Wiley & Sons, Inc.,
Schiffman, L. G., & Kanuk, L. L. (2000). Consumer Behavior. Prentice Hall, 7.
Schneider, L. P., Cornwell, T. B., & West, D. (2005). Cashing in on Crashes via Brand Placement in Computer Games: The Effects of Experience and Flow on Memory. International Journal of
Advertising, 24(3), 321-343.
Segrave, K. (Ed.). (2004). Product Placement in Hollywood Films: A History. McFarland.
Shandasanl, P. N., Stanaland A.J.S., & J., T. (2001). Location, location, location: insights for advertising placement on the Web. Journal of Advertising Research, 41(4), 7-21.
Sharmistha L., & Braun, K. A. (2000). I'll Have What She's Having: Gauging the Impact of Product Placements on Viewers. Psychology and Marketing, 17(12), 1059-1075.
Sherrif, C. W., Sherrif, M., & Nebergall, R. W. (1965). Attitude and Attitude Change: The Social
Judgment Involvement Approach.
Smith, D. C. (1992). Brand Extensions and Advertising Efficiency: What Can and Cannot be Expected. Journal of Advertising Research, 11-20.
Smith, D. C., & Park, W. C. (1992). The Effects of Brand Extensions on Market Share and Advertising Efficiency. Journal of Marketing Research, 29, 296-313.
Spears, N., & Singh, S. N. (2004). Measuring Attitudes toward the Brand and Purchase Intentions.
Journal of Current Issues and Research in Advertising, 26, 53-66.
Tam, K. Y., & Ho, S. Y. (2005). Web Personalization as a Persuasion Strategy: An Elaboration Likelihood Model Perspective. Information Systems Research, 16(3), 271-191.
Terry, W., & Scott (2005). Serial Position Effects in Recall of Television Commercial. Journal of
General Psychology, 132, 151-163.
Tyebjee, T. T. (1979). Refinement of the Involvement Concept: An Advertising Planning Point of View. Attitude Research Plays for High Stakes, 94-111.
Tyzoon, T. T. (1979). Response Time, Conflict, and Involvement in Brand Choice The Journal of
Consumer Research, 6(3), 295-304.
Urszula Ś.K., & Kossecki, P. (2007). The Brand Equity- Marketing and Financial Approach. Paper Presented At the International Multiconference on Computer Science and Information Technology.
Vagnoni, A. (2001). Radical Departure. Advertising Age, 14.
Vakratsas, D., & Ambler, T. (1999). How Advertising Works: What Do We Really Know? Journal
of Marketing, 63, 26-43.
76
Vollmers, S. M., & Mizerski, R. W. (1994). A Review and Investigation into the Effectiveness of
Product Placements in Films. Paper presented at the American Academy of Advertising.
Wangenheim, Florian V., & Bayon, T. (2007). The Chain from Customer Satisfaction via Word-of-mouth Referrals to New Customer Acquisition. Journal of the Academy of Marketing
Science, 35(2), 233-249.
Weaver, A. (2007). Product Placement and Tourism-Oriented Environments: an Exploratory Introduction. International Journal of Tourism Research, 9, 275-284
Winkler, T. (2006). Receptiveness of Gamers to Embedded Brand Messages in Advergames:
Attitudes towards Product Placement. Journal of Interactive Advertising, 7(1), 37.
Wright, P., Friestad, M., & Boush, D. (2005). The development of marketplace persuasion knowledge in children, adolescents and young adults. Journal of Public Policy and Marketing,
24(2), 222-233.
Yoh, E., Damhorst, M., Lynn ,, Sapp, S., & Laczniak, R. (2003). Consumer Adoption of the Internet: The Case of Apparel Shopping. Psychology and Marketing, 20(12), 1095-1118.
Yu Hsiu, C., Ming Hui, C., Li Shia, H., Li Rong, H., & Shih Ru, H. (2006). The Effects of Blog Product Placement Type and Source Credibility on the Attitudes Toward Product Placement In Taiwan.
Zaichkowsky, J. L. (1985). Measuring the Involvement Construct. Journal of Consumer Research,
12(3), 341-352.
Zaichkowsky, J. L. (1986). Conceptualizing Involvement. Journal of Advertising 15(2), 414-434.
77
Appendix: Four Version of Questionnaire
Placement Characteristics
Placement Priming
Version 1
Prominent PrimingVersion 2
Prominent No PrimingVersion 3
Subtle PrimingVersion 4
Subtle No priming78
79
(2)、請根據您對於過去旅遊的想法或經驗，依據下列形容詞，每一題中選擇一數字(介於 1 到 7)來說明您的同意程度。
非常 非常 不同意 同意
1 2 3 4 5 6 7
1. 我個人重視旅遊活動。 □ □ □ □ □ □ □
2. 參加旅遊能夠彰顯我獨特的風格。 □ □ □ □ □ □ □
3. 如果選到不適當的旅遊地點，我會
感到相當懊惱。 □ □ □ □ □ □ □
4. 參加旅遊對我而言是重要的。 □ □ □ □ □ □ □
5. 參加旅遊能幫助我對自己有更深層
的瞭解。 □ □ □ □ □ □ □
6. 參加某項旅遊行程後，如果覺得不
甚滿意我會失望難過。 □ □ □ □ □ □ □
7. 參加旅遊對我來說有很大好處。 □ □ □ □ □ □ □
8. 選擇適當的旅遊行程對我來說有困
難。 □ □ □ □ □ □ □
9. 旅遊能夠讓我覺得愉快。 □ □ □ □ □ □ □
10. 參加旅遊時能讓別人看到我美好的
一面。 □ □ □ □ □ □ □
11. 我會在意別人對我參加旅遊的看
法。 □ □ □ □ □ □ □
12. 若是選擇不恰當的旅遊地點會浪費
我許多時間和金錢。 □ □ □ □ □ □ □
請閱讀下頁廣告及之後的部落格文章，請您仔細閱覽後，再繼續填寫問卷，謝
謝!
80
81
82
83
84
(2)、請根據您對於過去旅遊的想法或經驗，依據下列形容詞，每一題中選擇一數字(介於 1 到 7)來說明您的同意程度。
非常 非常 不同意 同意
1 2 3 4 5 6 7
13. 我個人重視旅遊活動。 □ □ □ □ □ □ □
14. 參加旅遊能夠彰顯我獨特的風格。 □ □ □ □ □ □ □
15. 如果選到不適當的旅遊地點，我會
感到相當懊惱。 □ □ □ □ □ □ □
16. 參加旅遊對我而言是重要的。 □ □ □ □ □ □ □
17. 參加旅遊能幫助我對自己有更深層
的瞭解。 □ □ □ □ □ □ □
18. 參加某項旅遊行程後，如果覺得不
甚滿意我會失望難過。 □ □ □ □ □ □ □
19. 參加旅遊對我來說有很大好處。 □ □ □ □ □ □ □
20. 選擇適當的旅遊行程對我來說有困
難。 □ □ □ □ □ □ □
21. 旅遊能夠讓我覺得愉快。 □ □ □ □ □ □ □
22. 參加旅遊時能讓別人看到我美好的
一面。 □ □ □ □ □ □ □
23. 我會在意別人對我參加旅遊的看
法。 □ □ □ □ □ □ □
24. 若是選擇不恰當的旅遊地點會浪費
我許多時間和金錢。 □ □ □ □ □ □ □
請閱讀下頁部落格文章，請您仔細閱覽後，再繼續填寫問卷，謝謝!
85
86
87
88
(2)、請根據您對於過去旅遊的想法或經驗，依據下列形容詞，每一題中選擇一數字(介於 1 到 7)來說明您的同意程度。
非常 非常 不同意 同意
1 2 3 4 5 6 7
25. 我個人重視旅遊活動。 □ □ □ □ □ □ □
26. 參加旅遊能夠彰顯我獨特的風格。 □ □ □ □ □ □ □
27. 如果選到不適當的旅遊地點，我會
感到相當懊惱。 □ □ □ □ □ □ □
28. 參加旅遊對我而言是重要的。 □ □ □ □ □ □ □
29. 參加旅遊能幫助我對自己有更深層
的瞭解。 □ □ □ □ □ □ □
30. 參加某項旅遊行程後，如果覺得不
甚滿意我會失望難過。 □ □ □ □ □ □ □
31. 參加旅遊對我來說有很大好處。 □ □ □ □ □ □ □
32. 選擇適當的旅遊行程對我來說有困
難。 □ □ □ □ □ □ □
33. 旅遊能夠讓我覺得愉快。 □ □ □ □ □ □ □
34. 參加旅遊時能讓別人看到我美好的
一面。 □ □ □ □ □ □ □
35. 我會在意別人對我參加旅遊的看
35. 我會在意別人對我參加旅遊的看