旅遊部落格之社會臨場感對社會資本與使用者關係績效之影響－－關係資訊流程之中介角色與資訊交換類型之干擾效果

Effects of Travel Blog’s Social Presence on Social Capital and User Relational Performance –Mediating Role of Relational Information Process and Intervention Effect of Informational Exchange

部落格擁有網路媒介無遠弗屆的訊息傳播與互動的特性，可以透過網路表達言論與想法，即時把訊息傳送給全球閱聽大眾，同時以使用者為中心整合各種網路媒體功能的優點，有助於企業與顧客之間的溝通，因此企業紛紛投入建置部落格做為傳播企業資訊與顧客回應之溝通平台。當使用者透過部落格而感受到網路溝通如同面對面一般之親切，將能產生較高的社會臨場感，有助於建立網路人與人的良好溝通管道，成為良好的關係網絡而形成社會資本；同時部落格在此關係網絡，透過關係資訊流程有助於彼此分享並交換資訊，以形成新智慧資本，亦有助於提高使用者關係績效。本研究檢定不同資訊交換類型在理論模式的差異，實証結果發現社會臨場感無法直接影響使用者關係績效，社會臨場感必須透過關係資訊流程才能間接影響使用者關係績效，因此關係資訊流程為重要中介變數。社會臨場感亦可透過社會資本形成智慧資本的交換與合併，進而產生新智慧資本正向影響使用者關係績效。同時亦發現不同資訊交換類型之使用者在社會臨場感對關係資訊流程有不同的影響。最後根據研究發現提出管理意涵與建議做為網路旅遊資訊搜尋行為研究的參考。

The dramatic popularity of social media, e.g., blog and Facebook has drawn attention on their roles and momentum to internet marketing. It is assumed that if customers can perceive communication-via-internet as real as face-to-face conversation, then a high level of social presence is generated; which helps to establish communication linkages with customers, then becomes a decent relational network. Meanwhile, the members of social media societies utilize relational networks to share and exchange information via relational information process, in which new intelligence capital merges and helps to raise users’ relational performance. The theoretical models is constructed with Structural Equation Modeling (SEM), empirical results show that social presence indirectly affects users’ relationship performance by way of information process. The results also reveal that social presence affects intellectual capital exchange and merge via social capital; it further affects the newly generated intellectual capital and users’ relationship performance. It concludes that relationship information process and social capital are both important mediating factors in the paths of cause-and-effect. Finally, managerial issues are suggested for future studies on the issues of searching behaviors for travel information.