線上旅遊評論感知價值影響旅客購買態度之研究

The Effect of Perceived Value of Online Travel Reviews on Tourists Purchase Attitudes

線上旅遊評論已成為旅客評估線上旅遊商品質的重要資訊來源。然而，大量的評論內容反而讓旅客不易評估線上評論的價值和可靠性。此外，文獻中仍缺乏系統性與比較性探討線上旅遊評論與線上旅遊購買態度之間的中介變項因素。因此本研究目的在利用消費者推測理論，探討線上旅遊評論感知價值與購買線上旅遊商品態度之間的中介變項因素。本研究對象為有購買線上旅遊商品的經驗或對線上購物有興趣的旅客，採便利抽樣法，在高雄國際機場與澎湖機場進行間隔取樣，總計回收有效問卷569份，並採用偏最小平方法（PLS）進行路徑係數與中介效果分析，以利研究模型之實證。
研究結果發現，各變項包括線上旅遊評論感知價值、電子信任、旅客關懷、及線上旅遊購買態度之間的正向影響關係均為顯著；而與感知風險性有關之負向影響關係，除電子信任，其他變項均為顯著。中介效果方面，僅電子信任線上旅遊評論感知價值與線上旅遊購買態度之間具有顯著中介效果。學術上，本研究結果有助了解旅客的線上購買需求與意願；實務方面，本研究可提供政府和旅遊業未來規劃網絡行銷和線上銷售旅遊商品時之參考。

Online travel reviews have become an important source of information for travelers to evaluate the quality of online travel agents. However, the sheer volume of reviews makes it difficult for travelers to assess the value and reliability of online reviews. In addition, there is still a lack of systematic and comparative exploration of the mediating variables between online travel reviews and online travel purchase attitudes in the literature. Therefore, the purpose of this study is to use consumer speculation theory to explore the mediating variable factors between the perceived value of online travel reviews and the attitude towards purchasing online travel products. This study was conducted among travelers who had experience in purchasing online travel products or were interested in online shopping. A total of 569 valid questionnaires were collected from Kaohsiung International Airport and Penghu Airport by convenience sampling method, and the partial least flat method (PLS) was used to analyze the path coefficient and mediation effect, so as to facilitate the empirical evidence of the research model.
The results show that the positive relationship between the variables, including the perceived value of online travel reviews, e-trust, travelers' care, and online travel purchase attitudes, is significant. The negative impact relationship related to perceived risk is significant except for electronic trust. In terms of the mediating effect, only the perceived value of online travel reviews and online travel purchase attitude of electronic trust have a significant mediating effect. Academically, the results of this study are helpful to understand the online purchase needs and intentions of tourists. In practice, this study can provide a reference for the government and the tourism industry when planning online marketing and online sales of tourism products in the future.