以簡馭繁：複雜度不同情境下較佳的飯店住宿訊息呈現策略

Simplifying Complexity: The Better Strategy of Accommodation Message for Hotels in Conditions of Different Complexity

住宿訊息常在飯店與旅客之間，扮演著重要的價值傳遞角色。飯店業者若能採取優勢的訊息呈現策略，將能在競爭資訊中展現價值，且較容易被旅客所選擇。有鑒於簡單主觀的利益訊息雖易懂，但無法突顯優點；而複雜客觀的屬性訊息有說服力，但較難判斷；過去研究忽略了這兩種訊息類型在選擇複雜度改變時的影響差異。因此，本研究聚焦在分析訊息類型與選擇複雜度此兩變項間的交互作用。研究結果發現，當選擇複雜度高時，飯店以利益訊息（相較於屬性訊息）來呈現時，消費者有較高的評價態度、選擇信心及選擇正確率；然而，當選擇複雜度低時，以屬性訊息(相較於利益訊息)來呈現時，隱含於沒有差異的選擇正確率之下，卻是有顯著較高的評價態度與選擇信心。

Online accommodation advertising plays a significant role in delivering the message from hotels to consumers. By adopting better strategies of message delivery, hotels receive better evaluation than their competitors. Simple subjective messages may seem easy to understand, but often fail to highlight the hotel's strengths, complex objective messages tend to be convincing but hard to judge. Prior studies ignored the differences that emerged when the complexity of choices of these two types of messages changed. Thus, this study focuses on analyzing the interaction of these two variables: types of messages and complexity of choices. The results show that when facing complex choices, consumers show higher evaluation attitude, more confidence, and higher correct choice rate if the hotel provides a benefit message (in comparison with attribute message); contrarily, despite no difference in correct choice rate, when the choice is less complex, consumers show higher evaluation attitude and more confidence if the hotels provide attribute message (in comparison with benefit message).