以情緒感知和期望確認觀點為基礎，探討旅遊網站使用滿意度對於觀光客持續使用網站意圖和對景點實際造訪意願影響之研究

Antecedences of the satisfaction over utilizing destination travel web site impacts on intentions to visit and the continuous web site usage behavior: Perspectives of empathy expression and expectation-confirmation

本文研究目的為瞭解旅遊網站上資訊的呈現對於旅客實際造訪意圖之影響。研究架構整合情緒渲染、廣告創意、資訊滿意和持續使用網站意圖等構念為本文章的研究假設基礎，並以情緒表達和期望確認理論為研究架構的核心概念。依據觀光和旅運行業的資訊網頁實務建置上可知，廣告、旅運相關產品和服務、旅遊景點的資訊為主要旅遊相關網頁內容。而近幾年，因為社群商務概念的盛行，旅遊網站上加註有關情緒及感動式行銷之訊息及主題成為市場上的風氣。這些資訊對旅客實際造訪意圖的提昇都會有所關聯；然而，相關研究仍卻闕如。因此，本文採取同時納入旅客線上資訊瀏覽行為，來研究顧客線下實際會造訪景點的意圖，可作為主要研究貢獻。研究結果指出：旅遊網站的持續使用行為和對使用網站的滿意度相關；情緒渲染、廣告創意對旅遊網站的滿意度呈現相關係。最後，研究結果、討論和對產業的實務影響也在結論中陳述。

The objective of this study is to examine how the information arranged on travel websites can mediate travellers' intentions to pay visit the destination. A research model that integrates variables of emotional appeal, advertising creativity, informative, satisfaction, and continuous usage is developed based on theories of empathy expression and expectation-confirmation. Marketers in the tourism industry make use of advertising and creating destination web pages on tourism destination websites; incorporating social medias and modifying web pages based on their consumers. There is a good number of people who look to the internet to help guide them when making travel plans. However, there is limited number of studies take into account both online and offline behaviour of travellers. Our study claims that it is not only important to make sure the right target viewers are exposed to the website; but also, it is crucial that we can make sure viewers can turn to travellers and pay visit to the real destinations. Results of the empirical tests of the model reveal that continuous use of a travel website and having an overall satisfaction with the way the travel websites are key drivers in determining intentions to pay visit through viewing online web sites. Based on these findings, suggestions for further research and business are given in the end.