博碩士論文 984203018 詳細資訊




以作者查詢圖書館館藏 以作者查詢臺灣博碩士 以作者查詢全國書目 勘誤回報 、線上人數:109 、訪客IP:54.172.234.236
姓名 王藝臻(Yi-Chen Wang)  查詢紙本館藏   畢業系所 資訊管理學系
論文名稱 臉書看世界,你!Travel了嗎
(Look around the world via Facebook-Would you want to Travel?)
相關論文
★ 以破壞性創新理論分析中國山寨產業--以手機產業為例★ 初探線上遊戲對未來領導力的影響
★ 研究機構之開放創新模式-以工研院為例★ 影響個人在虛擬社群環境中知識分享因素之探討
★ Wiki使用者與使用行為之研究★ 醫療院所科技化服務創新與組織能力關係之研究
★ 社會網路服務網站的利益—以Facebook為例★ 協同寫作工具對寫作成效的影響
★ 部落格之網路口碑評比機制平台管理與應用★ 虛擬貨幣交易平台之實現
★ 數位匯流創新經營模式研究 - 以台灣電信業者為例★ SNS遊戲影響社會網路服務持續使用之探討
★ 網路團體購物之使用者行為分析★ 探討微網誌使用者持續使用意圖之研究
★ 如何透過Facebook成員轉送線上內容來行銷?★ 跨部門情境下Wiki對協同合作成效影響之研究
檔案 [Endnote RIS 格式]    [Bibtex 格式]    [相關文章]   [文章引用]   [完整記錄]   [館藏目錄]   至系統瀏覽論文 ( 永不開放)
摘要(中) 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。
摘要(英) 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.
關鍵字(中) ★ Web 2.0
★ Travel 2.0
★ 社群媒體
★ 科技接受模式
★ 計劃行為理論
關鍵字(英) ★ Web 2.0
★ Travel 2.0
★ Social Media
★ Technology Accep
論文目次 論文摘要 i
Abstract iii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第二章 文獻探討與研究假說 6
第一節 Facebook 7
第二節 理論基礎與假說 8
第三章 研究方法 17
第一節 變數定義與衡量 17
第二節 研究設計 21
第四章 資料分析 23
第一節 研究前測分析 23
第二節 研究正式分析 34
第三節 結構方程模式分析 38
第五章 結論與建議 46
第一節 研究結論 46
第二節 管理意涵與研究限制 48
第三節 研究限制 50
第四節 未來發展方向 51
參考文獻 52
網路資料參考來源 55
附錄一 正式問卷 56
參考文獻 [1] Adam, J., Cobos, X., & Liu, S. (2007). Travel 2.0: Trends in Industry Awareness and Adoption.
[2] Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior And Human decision Processes, 50, 179-211.
[3] Ajzen, I., & Fishbein, M. (1975). Belief, Attitude, Intention and Behavior: An Introductionto Theory and Research. Addison-Wesley, Reading, MA.
[4] Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453-474.
[5] Allport, G. W. (1937). Personality: A psychological interpretation., New York: Holt.
[6] Amichai-Hamburger, Y., & Vinitzky, G. (2010). Social network use and personality. Computers in Human Behavior, 26(6), 1289-1295.
[7] Beldonaa, S., Morrisonb, A. M., & O’Leary, J. (2005). Online shopping motivations and pleasure travel products: a correspondence analysis. Tourism Management, 26, 561-570.
[8] Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions. Tourism Management, 31(6), 898-911.
[9] Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Understanding the intention to follow the advice obtained in an online travel community. Computers in Human Behavior, In Press, Corrected Proof.
[10] Costa, P. T., Jr., McCrae, R. R., & DYE, D. A. (1990). Facet scales for agreeableness conscientiousness a revision of NEO personality inventory. Personality individual difference 12(9), 887-898.
[11] Costa, P. T., & McCrae, R. R. (1992). NEO PI-R. Professional manual. . Odessa, FL: Psychological Assessment Resources.
[12] Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319-340.
[13] Davis, F. D. (1993). User acceptance of information technology: system characteristics, user perceptions and behavioral impacts. International Journal of Man-Machine Studies, 38 (3), 475-487.
[14] Digman, J. M. (1990). Personality structure: Emergence of the five-factor model. Annual Review qf Psychology., 41, 417-440.
[15] Frew, E. A., & Shaw, R. N. (1999). The relationship between personality, gender, and tourism behavior. Tourism Management 193-202.
[16] Goldberg, L. R. (1993). The structure of phenotypic personality traits. . American Psychologist, 48, 26-34.
[17] Han, H., Hsu, L.-T., & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management, 31(3), 325-334.
[18] Hogan, R. (1987). Personality psychology: Back to basics. In J. Aronoff, A. I. Robin, & R. A. Aucker (Eds.), The emergence of personality. New York, NY: Springer.
[19] Illum, S. F., Ivanov, S. H., & Liang, Y. (2010). Using virtual communities in tourism research. Tourism Management, 31(3), 335-340.
[20] John, O. P. (1990a). The "Big Five" factor taxonomy: Dimensions of personality in the natural language and in questionnaires. In L. Pervin (Ed.), Handbook of personality theory and research, 66-100.
[21] Lam, T., & Hsu, C. H. C. (2006). Predicting behavioral intention of choosing a travel destination. Tourism Management, 27(4), 589-599.
[22] Madrigal, R. (1995). Personal values, traveler personality type, and leisure travel style. Journal of Leisure Research, 27(2), 125-142.
[23] McCrae, R. R., & Costa, P. T. (1997). Personality trait structure as a human universal. American Psychologist, 52(5), 509-516.
[24] McCrae, R. R., & Costa, P. T., Jr. (1987). Validation of the five-factor model of personality across instruments and observers. Journal of Personality and Social Psychology, 52, 81-90.
[25] McCrae, R. R., & John, O. P. An Introduction to the Five-Factor Model and Its Applications. Retrieved. from.
[26] McCrae, R. R., & John, O. P. (1992). An Introduction to the Five-Factor Model and Its Applications. Journal of Personality, 60(2), 175-215.
[27] Mushkat, R., Worthington, L., & Fatzinger McShane, P. (2010). Effective Facebook Fan Pages: A New Way to Market Your Organization and Your Message. Journal of the American Dietetic Association, 110(9, Supplement 1), A21-A21.
[28] Nickerson, N. P., & Ellis, G. D. (1991). Traveler types and activation theory: A comparison of two models. Journal of Travel Research, , 29(3), 26-31.
[29] O’Connor, P. (2008). User-generated content and travel: A case study on TripAdvisor.com. Information and communication technologies in tourism, 47–58.
[30] Parks, L., & Guay, R. P. (2009). Personality, values, and motivation. Personality and Individual Differences, 47(7), 675-684.
[31] Parra-López, E., Bulchand-Gidumal, J., Gutiérrez-Taño, D., & Díaz-Armas, R. (2010). Intentions to use social media in organizing and taking vacation trips. Computers in Human Behavior, In Press, Corrected Proof.
[32] Pauwels, K., Leeflang, P. S. H., Teerling, M. L., & Huizingh, K. R. E. (2011). Does Online Information Drive Offline Revenues?: Only for Specific Products and Consumer Segments! Journal of Retailing, 87(1), 1-17.
[33] Peabody, D., & Goldberg, L. R. (1989). Some determinants of factor structures from personality-trait descriptors. Journal of Personality and Social Psychology., Sl, 552-567.
[34] Plog, S. C. (1972). Why destinations rise and fall in popularity. . Paper presented to the Travel Research Association Southern California Chapter, Los Angeles.
[35] Quan, S., & Wang, N. (2004). Towards a structural model of the tourist experience:an illustration from food experiences in tourism. Tourism Management, 25, 297-305.
[36] Ross, C., Orr, E. S., Sisic, M., Arseneault, J. M., Simmering, M. G., & Orr, R. R. (2009). Personality and motivations associated with Facebook use. Computers in Human Behavior, 25(2), 578-586.
[37] Ross, G. F. (1994). The psychology of tourism. Elsternwick, Victoria: Hospitality Press.
[38] Sigala, M. (2011). Special Issue on Web 2.0 in travel and tourism: Empowering and changing the role of travelers. Computers in Human Behavior, 27(2), 607-608.
[39] Thurstone, L. L. (1934). The vectors of the mind. . Psychological Review, 41, 1-32.
[40] Tokunaga, R. S. (2010). Social networking site or social surveillance site Understanding the use of interpersonal electronic surveillance in romantic relationships. Computers in Human Behavior.
[41] Venkatesh, V., Morris, M. G., Gordon, B. D., & Davis, F. D. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly, 27(3), 425-478.
[42] Vermeulen, I. E., & Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management, 30, 123–127.
[43] Watson, D., & Clark, L. A. (1984). Negative affectivity: The disposition to experience aversive emotional states. Psychological Bulletin, 96, 465-490.
[44] Wiggins, J. S. (1979). A psychological taxonomy of trait-descriptive terms: The interpersonal domain. Journal of PersonaUty and Social Psychology, 37, 395-412.
[45] Yoo, K.-H., & Gretzel, U. (2010). Influence of personality on travel-related consumer-generated media creation. Computers in Human Behavior, In Press, Corrected Proof.
[46] Zonderman, A. B., Stone, S. V., & Costa, P. T., Jr. . (1989, August). Age and neuroticism as risk factors for the incidence of diagnoses of psychotic and neurotic disorders. Paper presented at the annual convention ofthe American Psychological Association, New Orleans.
指導教授 粟四維(Szu-wei Shu) 審核日期 2011-6-28
推文 facebook   plurk   twitter   funp   google   live   udn   HD   myshare   reddit   netvibes   friend   youpush   delicious   baidu   
網路書籤 Google bookmarks   del.icio.us   hemidemi   myshare   

若有論文相關問題,請聯絡國立中央大學圖書館推廣服務組 TEL:(03)422-7151轉57407,或E-mail聯絡  - 隱私權政策聲明