科技部專題研究計畫主持人
108-2410-H-328-003-SSS
線上旅遊平台內容行銷策略對消費者行為影響之研究-整合 AISAS模式與科技接受模式之應用
Integrating AISAS Modle and Technology Acceptance Modle to Analyze Consumer Behavior of Online Travel Agency from the Perspective of Content Marketing
科技部
Ministry of Science and Technology
國立高雄餐旅大學
National Kaohsiung University of Hospitality and Tourism
沈進成
Shen, Ching-Cheng
國立高雄餐旅大學
National Kaohsiung University of Hospitality and Tourism
沈進成
副教授
(07)8060505分機31415
sccheng@mail.nkuht.edu.tw
計畫執行期間起:2019-08-01
計畫執行期間迄:2021-07-31
2021-09-01
2021-10-15
台灣 地區民眾曾出國進行個人旅遊,並在線上旅遊平台購買旅遊產品(包含:訂房、票卷、交 通、旅遊行程等)的消費者
1
007
01
內容行銷;AISAS;科技接受模式;信任;購買意圖
content marketing; AISAS;Technology Acceptance Model;trust; intention to purchase
資訊與通訊科技的快速發展以及行動裝置的普及,消費者得以主動 透過網際網路去蒐集自己所需要的產品資訊,改變了消費者旅遊產 品的購買行為。本研究從內容行銷的觀點切入,整合科技接受模式 與AISAS模式,探討消費者線上旅遊產品購買意圖關係模式。本研究 採問卷調查法,以在線上旅遊平台購買旅遊產品之台灣地區消費者 為研究對象,採取線上網路問卷進行資料蒐集。本研究分析結果如 下:1.內容行銷及知覺易用性對知覺有用性有正向影響關係。2.知 覺有用性與知覺易用性對態度有正向影響關係。3.態度對購買意圖 有正向影響關係。4.信任對態度、購買意圖與分享實有正向影響關 係。5.購買意圖對分享有正向影響關係。本研究之整合模型對於線 上旅遊產品購買意圖之模式分析結果,將對線上旅遊消費決策模式 之研究缺口產生學術貢獻與價值,可作為後續電子商務或線上旅遊 產品消費行為之相關研究與業界之參考。
The rapid development of information and communication technologies and the popularity of mobile devices have changed consumers’ purchasing behavior on travel products by allowing them to actively collect product information they need via the Internet. Integrating the technology acceptance model and the AISAS model, this study examined the relationship between consumers’ online purchase intentions of travel products from the perspective of content marketing. A questionnaire method was applied in the form of an online questionnaire to collect data from consumers in Taiwan who purchased travel products on online travel platforms. According to the results: 1. content marketing and perceived ease of use have a positive effect on perceived usefulness; 2. perceived usefulness and perceived ease of use have a positive effect on attitude; 3. attitude has a positive effect on purchase intention; 4. trust has a positive effect on attitude, purchase intention and sharing; 5. purchase intention has a positive effect on sharing. The integrated model proposed in this study analyzed the online purchase intention of travel products, which will make academic contributions and value to the research gap of online tourism consumption decision patterns. The results can be used as a reference for relative industries and future studies on e-commerce or travel product online consumption behavior.
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