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    题名: 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
    作者: 蕭富藍
    Hsiao, Fulan
    贡献者: 郭貞博士
    蕭富藍
    Hsiao, Fulan
    关键词: 實驗法
    旅遊網站
    部落格
    日期: 2005
    上传时间: 2009-09-17 15:33:11 (UTC+8)
    摘要: 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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    線上資料
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    描述: 碩士
    國立政治大學
    廣告研究所
    93452013
    94
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0093452013
    数据类型: thesis
    显示于类别:[廣告學系] 學位論文

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