電子口碑對於民宿消費動機、限制影響之研究：以i世代消費者為例

A study of the impact of electronic word-of-mouth on generation i consumers’motivations and constraints of B & B

i世代，為1995至2012年出生者（Twenge, 2017/2020），出生時則是網際網路與資訊科技的發展時期。現代人在選擇民宿上的趨勢偏好在社群網站上進行選訂，並且喜歡民宿所呈現的內容，是足夠且多元化的。本研究採用量化研究取向，針對i世代消費者，運用電子口碑、消費動機、消費限制及行為意圖四個變項探討其消費行為。研究結果顯示電子口碑顯著正向影響住宿動機、行為意圖，住宿動機顯著正向影響行為意圖，住宿動機對於電子口碑與行為意圖之間具中介效果。根據研究結果，本研究建議民宿業者利用i世代消費者網路使用的習性，多加運用網路進行行銷以及與消費者溝通的管道，並重視網路評論，加以檢討與改善。最後，提出本研究之研究限制與未來研究方向之建議。

Generation i, those born between 1995 and 2012 (Twenge, 2017/2020), were born in the developing period of internet and information technology. The trend of modern people in choosing B&B is to choose and book on social networking sites, and like the content presented by B&B is sufficient and diversified; the rise of B&B also shows the rise of new service types,“sharing economy”is one of the service types, and the most famous one is Airbnb, which was rated as a classic enterprise. This study adopts a quantitative research approach, aiming at i-generation consumers, using four variables of electronic word-of-mouth (eWOM), consumers’motivation, consumers’constraint and behavioral intention to explore their consuming behavior. This research result shows that eWOM positively affects consumers’motivation and behavioral intention, consumers’motivation positively affects behavioral intention, and consumers’motivation has a significant impact on the mediating effect between eWOM and behavioral intention.
According to the research result, this study suggests that in addition to improving the physical equipment, B&B operators can promote it in combination with local culture, increase the characteristics of B&B, increase the attractiveness of B&B, and make i-generation consumers more willing to visit; at the same time, making use of i-generation consumers’habit of using the internet, we can make more use of the internet as a channel for marketing and contact with consumers, and pay attention to online reviews to review and improve the operation of B&B. Finally, the research limitations of this study and suggestions for future research directions are proposed.