旅遊社群網站網路口碑信任對旅遊商品購買意願影響之研究：延伸科技接受模式的理論觀點

The Impact of Trust of eWOM on Consumer Purchase Intentions towards Tour Products of Travel Social Networks: An Extended Perspective of Technology Acceptance Model

旅遊社群網站的網路口碑，應用於觀光休閒產業不僅可提升旅遊業者的企業形象經營，亦可促進旅遊景點的造訪率，並對旅遊景點商機的潛在發展提供有效助益。然而，綜觀過去國內外的相關研究文獻，鮮少有相關研究針對網路口碑信任對旅遊商品購買意願進行深入探討。因此，本研究延伸科技接受模式的理論觀點，結合社群網站網路口碑信任的核心概念發展一因果分析架構，深入探討現今快速發展的社群電子商務環境下，旅遊社群網站網路口碑信任對旅遊社群網站有用性、易用性，以及旅遊商品消費態度與購買意願的因果影響關係。研究結果顯示，網路口碑信任程度對旅遊社群網站的有用性、易用性與旅遊商品的消費態度具正向顯著的影響；旅遊社群網站的有用性、易用性對旅遊商品的消費態度與購買意願具正向顯著的影響效果；此外，消費者對旅遊商品消費態度會正向影響旅遊商品的購買意願。本研究成果期能對旅遊虛擬社群網站的經營提供實證意涵，並對臺灣旅遊觀光業提出有用建議，彰顯旅遊社群網站網路口碑的豐富研究意涵與背後潛在的商業價值。

The applications of electronic word-of-mouth (e-WOM) in travel social networks can not only enhance the corporate image of travel agencies in the tourism industry, but also promote the revisiting rate of sightseeing spots as well as facilitate the potential business opportunities for the tourism industry in Taiwan. However, there is rare literature investigating the effects of eWOM on consumers' purchase intentions towards tour products. By extending the theoretical perspectives of technology acceptance model (TAM), the study developed a nomological framework to examine the causal relationships among the critical influencing antecedents on online consumers' consuming attitudes and purchase intentions towards tour products/services in the fast-growing travel social websites. The analytical results indicate that: (1) the trust of eWOM has a positive impact on perceived usefulness, perceived ease of use and consuming attitudes toward tour products/services; (2) perceived usefulness, perceived ease of use will positively affect consumers' consuming attitudes and purchase intentions towards tour products/services; (3) consumers' consuming attitudes will positively affect toward their purchase intentions towards tour products/services. The research findings are expected to provide pratical implications for the managers of travel social networks and help the tourism industry of Taiwan to gain new insights regarding the potential values of eWOM.