許多娛樂性產品的推陳出新，例如Wii、Kinect，讓我們意識到經濟型態逐漸的從服務經濟轉變為體驗經濟。在旅遊產業中，消費者藉由出外遊玩的過程，創造獨一無二的回憶，並在Web2.0的蓬勃發展之下，得以將自己的體驗分享給一般大眾，這種網路使用者集體協作、分享旅遊經驗的過程，著實是體驗經濟的體現，在Web2.0中，旅遊產業可稱為「Travel 2.0」，。 有別於以往Web1.0時代，Web2.0訴求「主動的」，網路使用者能夠隨心所欲地分享自己所創建的內容，也能夠主動地蒐集資訊。有道是「人潮就是錢潮」，企業們都注意到這是個絕佳的廣告平台，也促使他們紛紛利用Facebook中的粉絲專頁行銷、宣傳品牌或產品從中獲得商機。但是，粉絲團日益趨多，也有假借他人名義成立的山寨粉絲團出現，網路使用者們面對這些粉絲團所散發出來的活動、廣告，真正會虛擬轉現實的收益有多少?有多少網路使用者會買單?因此，為了進一步了解旅遊產業在Facebook上行銷產品的力度，本研究以Facebook使用者作為主要研究對象，並初步探究Facebook使用者的人格特質在旅遊態度、看法上之顯著差異，並深入了解Facebook平台對旅遊產業產的助益。 本研究以計劃行為理論為基礎，加入人格特質為外生變數，並以科技接受模式中的知覺有用性及知覺易用性為調節變項，希望藉此了解資訊系統對旅遊意圖之間的影響。使用SPSS 18.0 for Windows 7與AMOS 18.0進行相關統計分析，並透過結構方程模式針對資料進行驗證。研究結果發現唯有知覺有用性對旅遊意圖呈現反向顯著關係，本研究推論是因為Facebook平台主要目的在於社交，而非進行某一特定主題的商業活動，因此網路使用者不認為可以在此平台上得到完整的旅遊資訊與服務。其次，本研究發現具外向性的人格特質的個體對旅遊並沒有明顯的偏好，本研究推論這是因為受試者皆為Facebook使用者，這群人並非是真正外向的人，同時，也有可能是因為外向性的人不見得喜好從事旅遊活動。其餘結果均符合學者所提出的計劃行為理論。在實務上，對旅遊業者而言，本研究可以使他們了解到在Facebook上的成員的人格特質以及這些成員們對旅遊的態度、看法，將有助於發掘潛在利基市場。並利用Facebook實名制、強連結等特性，結合行銷活動、手法，以達到虛實結合，轉化為現實收益的目的。 Since lots of entertainment products have come out one after another, such as Wii ,Kinect and so on. The trendy of economic type has been changed from service economic into experience economic. Take the travel industry for example. After customers take a trip and have their unique wonderful memory. Customers are no longer just satisfied with enjoying the service process. Furthermore, with web2.0 developing rapidly, customers nowadays are more willing to share their experiences and comments to the public through internet after they enjoy the service process. The process of cooperating and sharing travel experience are really materialization of experience economic. In Web 2.0, Travel industry can be called “Travel 2.0”. Different from the era of Web 1.0, Web 2.0 is “active”. Internet users can share self-created content to follow their heart and gather information which they need. Facebook website had explosive growth in a short time after it launched. This explosive growth of internet users can catch business men’s eyes and attention. They discover that “Facebook” is an excellent advertisement platform to market, promote and sell product or brand by using “Facebook”. However, the abuse of ads on Facebook caused internet users’ awareness not to believe the ads easily. Most users still doubt that ads on Facebook are effective or not. In order to understand using Facebook as platform for marketing in travel industry will cause how much marketing effect. For the purpose of this research, we hope we can promote a valuable advice and conclusion helping the travel industry. Our research method is based on TPB (Theory of Planned Behavior) model and adds Big-Five personality as exogenous variables. In addition, we use “Perceived usefulness” and “Perceived ease of use” of TAM (Technology Acceptance Model) as moderators. In order to know information system how influence travel intention. In the test and analysis part, we use SPSS 18.0 for Windows 7 and AMOS 18.0 and through SEM (Structural Equation Modeling) verify the data. The results show that only “Perceived usefulness” has negatively significant influence on “travel intention”; extroversion doesn't have significant on travel attitude; other results are the same with TPB model. On the basis of the results, the authors propose some key conclusions and managerial implications.
