以類社會臨場感觀點探究消費者旅遊網站之購買意圖

網路消費已成為現代人最主要的消費方式之一。在網路技術已臻成熟的互聯網世界中，消費者可藉由擬真且豐富的推播資訊輕易地將產品與重要資訊進行參照、串連及比較。在線上消費市場中，仰賴多元化的資訊媒介管道及互動模式，商家所提供的新媒體廣告及行銷策略即可觸發其與消費者間的多向互動，進而影響消費者對網路商店的看法與購買意願。本研究即以網路購物消費者為研究對象，以類社會臨場感理論所揭示的「親密感」、「理解感」、「主宰感」、「參與感」與「正面觀」等五個構面，了解消費者在旅遊網站身歷其境感受平台業界所提供的多元化的旅遊相關資訊後，於網站進行交易而購買行程之意圖。研究結果顯示，本研究所揭櫫的五個前置因素對於消費者於旅遊網站購買行程之態度有顯著影響，且旅遊購買行程之態度對購買行程之意圖亦有顯著影響效果。

Online buying has become one of modern society’s most essential consumption methods. In today’s Internet-enabled world, information pushed to consumers allows them to reference, link, and compare products using information that is relevant to them. In the online consumer market, thanks to the diversified media channels and interaction modes, new media advertising and marketing strategies provided by merchants can trigger multi-directional interactions with consumers, which in turn influence consumers’perceptions of e-shops and their purchasing intentions. Thus, this study bases on para-social presence and focuses on online shoppers and uses five constructs (immediacy, sense of understanding, dominance, involvement, and positivity) to understand consumers’intention of purchasing a trip on a travel website after experiencing travel-related information provided by the platform and the ability to transact with the travel agent’s website. The results showed that the five constructs have significant effects on consumers’attitudes toward purchasing trips, and the attitudes toward purchasing trips also have a significant effect on the intention to purchase trips from the online travel agent’s website.