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E10224
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目的地網站創意之效果階層模式
A Hierarchy of Effects Model of Destination Website Creativity
1.劉瓊如
1.Chyong-ru Liu
1.國立彰化師範大學地理系
1.Department of Geography, National Changhua University of Education
001,002,003,004
1.國立彰化師範大學地理系
1.Department of Geography, National Changhua University of Education
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1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2013-08-01
A.14 計畫執行期間(訖):2014-07-31
2013-08-012014-02-28
A.16 收到日期:2015-01-07
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本研究係屬限母體,研究對象是網路使用者,且近期打算出國旅遊需求之個人為研究樣本。

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C.2 聯絡日期:2015-01-08
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1.國立彰化師範大學地理系
1.Department of Geography,National Changhua University of Education
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自計畫執行結束日期起一年後公開

C.7 資料公開日期:2015-08-01
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1.網站創意
2.旅遊意願
3.目的地網站
4.效果階層模式
1.Website Creativity
2.Travel Intention
3.Destinations Website
4.Hierarchy of Effects Mode
過去鮮少研究從網站創意之觀點探究旅遊意願之形成。網站是現代人蒐集與旅遊目的地有關資訊之重要媒介,其創意設計是如何影響旅遊意願?因此,本研究擬探 討目的地網站創意之效果階層模式,效果階層模式分為外在刺激、認知、情感及意欲四個階段,瞭解個人經網站創意之揭露如何透過認知、情感之歷程影響其旅遊意 願。以東亞10個旅遊目的地網站為對象,調查351名網站瀏覽者。分析結果發現:網站創意會正向引發網站察覺、網站(目的地)態度與旅遊意願。研究結果可 提供網站設計者加強創意元素以引發瀏覽者之旅遊意願,及作為未來研究以網站溝通議題之參考。

Few previous studies have investigated the formation of travel intention from the perspective of website creativity. Websites are important media for the collection of information on travel destinations today. This prompts the question of how they can affect travel intention through creative design. This study therefore presents a hierarchy of effects (HOE) model for destination website creativity. Based on the four HOE stages of external stimulus, awareness, emotion, and intention, the study seeks to understand how the travel intention of individuals is affected through the cognitive and emotional process produced by exposure to website creativity. The study surveyed 351 users of the official tourism websites of 10 countries/cities in East Asia. Analysis of the results revealed that website creativity could positively induce website awareness, website (destination) attitude and travel intention. These findings can serve as a reference both for website designers in strengthening creative elements to motivate travel intention by website users, as well as for future studies on website communication.

D.16 完成檢誤日期:2015-02-09
D.17 預定釋出日期:2015-08-01
D.18 初次釋出日期:2015-08-03
D.19_1 最新版釋出日期:2015-08-03
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10.6141/TW-SRDA-E10224-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10224
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