以社會資本理論為基礎建構遊客社群網站使用意圖模式：以太魯閣國家公園為例

Construction of a Model of Visitors' Intention to Use Social Networks Based on Social Capital Theory：A Case Study of Taroko National Park

本研究以社會資本理論為基礎，整合認知愉悅感、觀光地意象與認知相似感之概念，提出遊客使用社群網站意圖發展模式。以太魯閣國家公園（Taroko National Park）有使用Facebook之遊客為主要研究對象，採隨機抽樣方式進行問卷調查，共回收418份有效問卷，有效問卷回收率為83.6％，再藉由SPSS 20.0及AMOS 20.0統計套裝軟體進行結構方程模式（SEM）假設驗證。其結果發現：（1）凝聚型社會資本與跨越型社會資本對認知愉悅感、觀光地意象與認知相似感之形成，有顯著的正向影響；（2）認知愉悅感、觀光地意象與認知相似感，皆會顯著的正向影響Facebook使用意圖之形成；（3）遊客使用社群網站意圖發展模式之整體架構達適配水準。

This study proposes a development model of visitors' intention to use social networks at tourism spots, based on social capital theory and the concepts of cognitive pleasure, tourist attraction imagery, and cognitive similarity. The participants of the study were visitors at the Taroko National Park, Taiwan, who are Facebook users. A survey was conducted by random sampling and 418 valid questionnaires were collected. The effective questionnaire recovery rate was 83.6%. SPSS 20.0 and AMOS 20.0 were used to verify the hypotheses through structural equation modeling (SEM). Results found: (1) Bonding social capital and bridging social capital have a significant positive impact on the formation of cognitive pleasure, tourist attraction imagery, and cognitive similarity. (2) Cognitive pleasure, tourist attraction imagery, and cognitive similarity have a significantly positive impact on visitors' intention to use Facebook. (3) The overall development model framework of visitors' intention to use social networks has achieved a considerable level of adaptation.