探討朋友關係對旅遊景點選擇影響之研究

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彭雍芬(Yung-Fen Peng) 查詢紙本館藏

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企業管理學系

論文名稱

探討朋友關係對旅遊景點選擇影響之研究
(The influence of the friend relationship in the choices of traveling sites)

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摘要(中)

隨著網際網路與社群網站蓬勃發展，使用者在旅遊景點的選擇中會參考相關的旅遊社群網站，若旅遊社群業者不想錯過用戶的關注，應當從龐大的資訊中提供既準確又客製化的旅遊推薦給各使用者。業者必須能提供更多有價值的旅遊建議讓客戶在最少訊息的選擇中創造出較佳的旅遊決定，藉此能達到雙贏局面，使得業者也能增進營收。
然而，面對千變萬化的旅遊業中強調速度與求新求變的特性，但以往的文獻與研究皆須透過使用者有選擇的紀錄中來產生推薦機制，以計算出要推薦的品項，此方式將無法適應其變遷。另外，過往的推薦機制上的研究較無考慮到參考口碑為人們在做決策的關鍵，因此，在本研究中，推薦使用者之旅遊景點的考量因素為使用者的人際關係程度－強連結與弱連結，進一步比較該使用者與朋友間的親疏程度對最終使用者的旅遊選擇影響力為何。
本研究結果顯示出，強連結朋友比弱連結朋友更具有旅遊資訊影響力於使用者的選擇中，換言之，使用者的旅遊選擇影響力會較易受強連結朋友的影響，原因為透過強關係社會成員間濃厚情感、高度相互回報、高度信任感、較長的互動時間與較高的交換意見意願來達成共識。透過這些共識影響個人意見。因此，強連結朋友才是成員間重要的訊息來源；另外，本研究亦證實使用者在進行選擇旅遊景點的過程中確實會受朋友推薦的影響而產生變化，代表旅遊景點的推薦系統中必須將人際關係程度成為重要的考慮因素之一。

摘要(英)

With the trend of Internet and social websites, the users will take the reference in tourism social websites to have the traveling choices. If the travel agencies don’t want to miss the users’ interests and preferences, they should figure out the huge information to provide the precise and customized recommendations for users. Travel agencies need to minimize the information to create the better traveling decisions and valuable recommendations for the users. Thus, it will get the win-win situation to let tourism getting more revenues.
In addition, because the tourism face the changeable tourisms emphasize speed and fast response, the way for the previous recommendation methods are not useful in nowadays and when users want to make the recommendation, they will seek information through “world of mouth”. Therefore, this study uses friendship level- strong and weak ties as recommendation elements and compares the degree for friendships on influencing the travel decisions of end users.
The results of this study show that users will be more strongly affected by the strong ties than weak ties. In other words, because of the strong ties which will have the stronger affection and trustworthy, the longer interactive times with users, the strong ties will become the important message resources for users. By the way, friendship factor needs to be considered within the travel commendation system.

關鍵字(中)

★ 弱連結
★ 社會網絡
★ 口碑
★ 推薦

關鍵字(英)

★ Weak ties
★ Social network
★ Word of mouth
★ Recommendation

論文目次

摘要................................................................i
Abstract............................................................ii
致謝..............................................................iii
目錄...............................................................iv
圖目錄.............................................................vi
表目錄............................................................vii
第一章緒論.........................................................1
1-1 研究背景與動機..............................................1
1-2 研究目的....................................................4
第二章文獻探討.....................................................5
2-1 推薦系統....................................................5
2-1-1 內容基礎過濾(Content-based Filtering).................5
2-1-2 合作式基礎過濾(Collaborative Filtering)...............6
2-2 社會網絡....................................................7
2-2-1 口碑行銷(Word of Mouth, WOM)..........................7
2-2-2 連結的力量(Strength of Tie)...........................9
2-2-2 強連結運用...........................................15
2-2-3 弱連結運用...........................................16
2-3 旅遊服務業特性.............................................18
第三章研究方法....................................................19
3-1 研究假設...................................................19
3-2 研究流程與設計.............................................20
3-2-1 問卷設計.............................................20
3-2-2 研究樣本與資料蒐集...................................21
3-2-3 資料分析方法.........................................24
第四章資料分析與檢定..............................................27
4-1 樣本特性...................................................27
4-2 假設檢定...................................................29
4-2-1以情感強度構面來看，
強連結較弱連結朋友對旅遊推薦有較大的影響力...............29
4-2-2以親密程度構面來看，
強連結較弱連結朋友對旅遊推薦有較大的影響力...............30
4-2-3以互動時間構面來看，
強連結較弱連結朋友對旅遊推薦有較大的影響力...............30
4-2-4以互惠行動構面來看，
強連結較弱連結朋友對旅遊推薦有較大的影響力...............30
4-3 討論.......................................................32
第五章結論與建議..................................................33
5-1 研究結論...................................................33
5-2 研究限制...................................................34
5-3 未來研究建議...............................................35
參考文獻...........................................................36

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指導教授

許秉瑜(Ping-Yu Hsu)

審核日期

2016-6-13

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