旅遊微信公眾號使用及COVID19之影響

Abstract

5G時代來臨，萬物互聯共通，冠狀病毒肆虐，產業形態巨變。本研究基於社會認知理論——人的行為，外部環境、人的主體因素互為因果，探討旅遊微信公眾號的使用。首先從內部分析，人的主體因素（信念、動機等），哪些是影響旅遊微信公眾號使用意願及旅遊意願的因素，其次從外部環境著手分析，COVID-19疫情下旅遊微信公眾號使用有什麼異同。 在旅遊微信公眾號使用意願及旅遊意願影響因素方面，本研究線上發放和收集有效問卷729份，通過結構方程分析所得數據，結果發現：(1)社交、娛樂和資訊動機是影響使用意願的主要因素;(2)資訊和娛樂動機是影響旅遊意願的重要因素;（3）使用意願是旅遊意願的中介因素。研究結果對如何提高用戶的使用意願和旅遊意願具有理論和實踐意義。 在疫情前後旅遊微信公眾號使用行為異同方面，本研究線上發放和收集有效問卷233份，通過配對樣本t檢驗分析所得數據，結果發現：（1）在媒介頻率和時長上：媒介使用時間上變長變久；（2）在媒介內容選擇上：受眾更願意選擇告知性的新聞公告或安全提醒，而放棄和旅遊相關的一些諮詢；（3）在媒介使用動機上：疫情發生後，資訊動機優先於娛樂動機。（4）在媒介依賴程度上，疫情發生後，公眾越來越依賴該微信公眾號。研究結果對旅遊微信公眾號內容發佈、排版設計等方面具有理論和實踐意義。

In this 5G era, everything is interconnected. No one would have thought that COVID-19 would happen and cause a huge impact in the form of the tourism industry. Based on the social cognition theory, this research explores the usage of travel-related WeChat official accounts (WOAs). First, main internal factors (e.g. beliefs, motivations) that can affect the usage intentions and travel intention of travel-related WOAs were analyzed. Additionally, the external factors, i.e., what are the similarities and differences of the usage of travel-related WOAs before and after the outbreak of the Covid-19 epidemic, were illustrated. In terms of the usage intensions and travel-related WOAs, this study issued and collected 729 valid questionnaires online to analyze users’ behaviors and intent. After analyzing the data obtained via a structural equation modeling, the results revealed that (1) social interaction, entertainment and information motivations were the main factors influencing usage intentions; (2) information and entertainment motivations were important factors affecting the intention to travel; and (3) usage intentions positively affected travel intentions and played a mediating role on the travelers’ decision. The findings carry theoretic and practical significance regarding how travel-related WOAs can improve the users' usage and travel intentions. In terms of the similarities and differences in the use of travel-related WOAs before and after the virus outbreak, 233 valid questionnaires online were collected and the data were analyzed by paired-sample t-test. The results pointed out that (1) the media use time became longer; (2) the audience was more willing to choose informative news announcements or safety alerts, instead of consulting information related to tourism; (3) after the outbreak of the epidemic, information motivation took precedence over entertainment motivation and (4) after the outbreak, the public reliability on the WOAs increased. These research results have theoretical and practical significance for the content release and layout design of travel-related WOAs.