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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/33121
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/33121


    Title: 訊息類型,身份相似性,及先驗知識對於旅遊網站所連結旅遊部落格效果之影響
    The impact of massage type, source similarity, and individual’s prior knowledge on the effectiveness of travel website
    Authors: 蕭富藍
    Hsiao, Fulan
    Contributors: 郭貞博士
    蕭富藍
    Hsiao, Fulan
    Keywords: 實驗法
    旅遊網站
    部落格
    Date: 2005
    Issue Date: 2009-09-17 15:33:11 (UTC+8)
    Abstract: 一般來說,旅遊網站是由商業機制主導,旅遊部落格則被認為是個人經驗所建構而成,當商業旅遊網站加入個人主導的旅遊部落格後,究竟是存在著對立矛盾,或是完美的結合,是本研究的焦點。因此以旅遊網站所連結的旅遊部落格「訊息類型」與「訊息來源的相似性」作為主要操弄變項。其次,為探討影響消費者影響資訊搜尋的個人因素,是否具有調節作用,因此在問卷中測量先驗知識,作為測量變項。並檢視上述變項與網友評估部落格可信度、網站態度、購買意願的交互作用。

    本研究以線上實驗法來檢測旅遊部落格的訊息類型,來源專業性、及先驗知識,對於網友對旅遊網站功能的評估。屬於2(訊息類型:旅遊實用訊息/旅遊產品訊息)X2(來源相似性:高-學生 /低-領隊)雙因子設計。並測量受試者的先驗知識,作為測量變項。

    研究結果顯示,旅遊實用訊息在部落格可信度、網站態度、購買意願上,皆優於旅遊產品訊息。交互作用方面,「來源相似性高」的情況下,呈現「旅遊實用訊息」有最佳效果,在「來源相似性低」的情況下,呈現「旅遊實用訊息」或「旅遊產品訊息」則無顯著差異。這意味著高來源身份相似性,可提升連結之部落格可信度及網站態度。
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    Description: 碩士
    國立政治大學
    廣告研究所
    93452013
    94
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093452013
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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