網路口碑之訊息信任對消費者民宿住宿意願影響之研究 吳岱宜、陳信泰
E-mail: 9806192@mail.dyu.edu.tw
摘 要
本研究旨在探討網路口碑之訊息信任、來源可信度與住宿意願間之關係。研究採便利抽樣方法於清境地區進行問卷調查，
以曾經有投宿於民宿經驗之遊客為研究對象，共計發放300份問卷，有效樣本為235份。運用敘述性統計、信度分析
、Pearson積差相關分析及迴歸分析等資料分析方法。 研究結果顯示： (一)訊息信任對住宿意願具有顯著的預測力。 (二)來 源可信度之「專業性」構面與「吸引力」構面對住宿意願具有顯著的預測力。 (三)來源可信度之「可靠性」構面與「吸引 力」構面對訊息信任具有顯著的預測力。 (四)訊息信任與來源可信度之「專業性」構面與「吸引力」構面對住宿意願具有 顯著的預測力。 本研究就分析結果做出結論，並針對民宿業者與後續研究者提出建議以茲參考。
關鍵詞 : 網路口碑 訊息信任 來源可信度 購買意願
目錄
中文摘要 ...iii 英文摘要 ...iv 誌謝辭 ...v 內容目錄 ...vi 表目錄 ...viii 圖目錄 ...ix 第一章 緒
論...1 第一節 研究背景與動機...1 第二節 研究問題...5 第三節 研究 對象、範圍與限制...5 第四節 名詞解釋...6 第二章 文獻探討...8 第一節 民宿之定義與發展現況...8 第二節 口碑與網路口碑...10 第三節 訊息?
任...15 第四節 來源可?度...20 第五節 住宿意願...26 第三章 研究 方法...27 第一節 研究架構...27 第二節 研究假設...28 第三節 研究 基地概述...28 第四節 問卷設計與操作性定義...30 第五節 問卷的抽樣與發
放...35 第六節 預詴與正式調查...36 第七節 統計分析方法...37 第四章 資料 分析結果...39 第一節 量表?度分析與描述...39 第二節 樣本背景資料...42 第 三節 網路及民宿討論區使用經驗...43 第四節 訊息?任、來源可?度與住宿意願之相關分析...47 第五節 假設驗證 之分析...48 第五章 結論與建議...52 第一節 研究結論...52 第二節 建 議...57 參考文獻...60 附錄A 正式問卷...78 附錄B 迴歸模 型...82
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