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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/64423

    Title: 探討弱連結對推薦效果的影響 -以旅遊業為例;Applying weak tie theory to investigate the effect of friends’ recommendation on vacation destinations
    Authors: 郭家瑋;Kuo,Chia-Wei
    Contributors: 企業管理學系
    Keywords: 弱連結;社群網站;口碑;推薦
    Date: 2014-06-26
    Issue Date: 2014-08-11 18:19:21 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 摘要
    擇的影響力為何,又因Granovetter 學者指出「人際關係中弱連結扮演的是資訊
    Nowadays, the tourism industry and social network have grown rapidly, all kinds
    of travel websites have been set up. To get the users′ attention, the tourism websites
    should provide customized and accurate travel recommendations for their users and
    help them make better travel decisions. However, previous recommendations required
    the user’s browsing history records to generate recommended travel options. But this
    mechanism is not suit able for the tourism industry, because travel information is
    continuously updating.
    In addition, when people make travel decisions they will seek information
    through "word of mouth". This is the key point to why previous recommendation
    methods are not useful now. Therefore, this study uses friendships degree - strong
    and weak ties as recommendation elements, and compares the degree of friendships
    on influencing the end user’s on travel decisions. Granovetter (1983) pointed out,
    "The weak ties play a salient job for information derives". So this study is based on
    his argument, and further explores whether the weak ties play an important role in
    travel decisions.
    This study’s results showed that when users plan travel destinations they will be
    affected by their friend’s recommendations. In addition, this study proves that the
    weak ties have more influence on the end user’s travel decision than strong ties. In
    other words, when users search for travel information, they tend to take advice from
    acquaintances into consideration, because their information does not overlap with the
    end user. Hence, friends in weak ties have more influential effect the user’s travel
    choices. So, friendships factor should be considered within the travel recommendation
    system. Beside, friends in weak ties should be taken into higher consideration!
    Keywords: Weak ties, Social network, Word of mouth, Recommendation
    Appears in Collections:[企業管理研究所] 博碩士論文

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