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標題: | 探討線上旅遊住宿評論中上傳照片之說服效果 An Empirical Investigation of the Persuasiveness of Pictorial E-WOM in Hotel Judgement |
作者: | Cho Ting Mak 麥楚婷 |
指導教授: | 唐牧群(Muh-Chyun Tang) |
關鍵字: | 推敲可能性模型,涉入程度,網路口碑,線上評論,旅遊住宿,使用者原創照片,鮮明效果, elaboration likelihood model,electronic word-of-mouth,involvement,online reviews,travel accommodation,user-generated photos,vividness effect, |
出版年 : | 2020 |
學位: | 碩士 |
摘要: | 旅遊業為全球重要經濟產業之一,其提供的產品或服務種類亦相當多元化,包括住宿、套裝行程、景點等。由於消費旅遊住宿產品的風險和不確定性高,旅客在預訂住宿前一般傾向尋求非住宿本身提供的外在資訊。在傳統網路尚未普及的年代,旅客在選擇旅遊住宿前,多諮詢親友或旅行社等之意見或資訊。然而,隨著互聯網的興起,線上旅遊住宿評論對旅客選擇住宿的影響日益趨增。互聯網的普及同時帶動了照片分享的熱潮,過去亦有研究指出,由使用者拍攝並分享的照片對於旅客選擇景點具相當影響力,但鮮有研究提及其對旅客選擇旅遊住宿的影響。
有見及此,本研究旨在探討線上旅遊住宿中旅客上傳的照片之說服效果。本研究採用單因子(評論類型:附使用者原創照片的評論、附使用者評分的評論)組內實驗,共招募了70位曾在或將在網上訂選旅遊住宿的受試者。結果顯示,附使用者原創照片的正面評論在降低旅客感知住宿風險、提高評論的感知有用性、增進評論的感知可靠性及提升整體住宿考量四方面,效果均比附使用者評分的正面評論顯著。此外,旅客旅遊住宿決策的涉入程度,對其因評論類型不同而產生的評論感知可靠性及住宿考量具調節效果。進一步分析發現,只有在查看附使用者原創照片的正面評論的情況下,旅客的涉入程度和評論類型的交互作用才會對其的評論感知可靠性和住宿考慮產生影響。最後,旅客的感知住宿風險反向地預測了評論類型對其住宿考量的影響,而旅客的正面評論的感知可靠性則正向地預測了評論類型對其住宿考量的影響。根據結果,本研究建議旅遊住宿網站可在其評論欄中,增添一個讓旅客可以快速選擇查閱附使用者原創照片的評論類別,讓旅客的網站使用體驗更佳。 Electronic word-of-mouth (e-wom) communication has become more and more influential in travellers’ trip planning ever since the diffusion of the Internet. Particularly, previous research has shown that travellers found online travel reviews written by former travellers are vital to their choices on travel accommodation. Meanwhile, prior studies have also demonstrated the importance of user-generated photos in travellers’ trip planning and consideration of attractions, but only very few of them have concerned the influences of user-generated photos on travellers’ hotel consideration. For this reason, this research aims at examining the persuasiveness of different types of positive online hotel reviews (i.e. reviews with consumer ratings, and reviews with user-generated phots) on travellers’ attitudes toward the hotels and the reviews, because positive online hotel reviews were found to be more prominent than the negative ones in affecting individuals’ hotel booking intention. This study has adopted experimental method, with a single factor within-subject design. An aggregate of 70 participants were solicited for the laboratory experiment. The ANOVA results indicate that compared to the less vivid positive reviews (i.e. reviews with consumer ratings), the more vivid reviews (i.e. reviews with user-generated photos) have induced stronger favourable attitudes on all travellers’ perceived risk of staying at the hotels, perceived usefulness of the positive reviews, perceived credibility of the positive reviews, as well as their overall hotel consideration. Besides, hierarchical multiple regression analyses show that travellers’ involvement in travel accommodation decision making has moderated the effects of review types on their perceived credibility of the positive reviews and hotel consideration. The subsequent simple slope analyses demonstrate that travellers’ involvement moderates the impacts of review types on their perceived credibility and hotel consideration only in the case of positive reviews with user-generated photos. Furthermore, mediation results derived from bootstrap method suggest that travellers’ perceived risk of staying at the hotels negatively mediate the effects of review types on their hotel consideration, while their perceived credibility of the positive reviews positively mediate the impacts of review types on their hotel consideration. The findings have revealed the necessity of creating a new review category for travellers to select the reviews with both text and user-generated photos on travel accommodation related websites. Future research may further compare the persuasiveness of reviews with user-generated photos and reviews with other cues. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/66016 |
DOI: | 10.6342/NTU202000329 |
全文授權: | 有償授權 |
顯示於系所單位: | 圖書資訊學系 |
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