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研究生: 郭宇恩
Guo, Yu-En
論文名稱: 以S-O-R理論探討OTA平台之服務體驗、社群媒體行銷對知覺價值與行為意圖的影響及時間壓力之調節效果
Using S-O-R theory to explore the impact of service experience and social media marketing on perceived values and behavioral Intentions on OTA platforms as well as the moderating effect of time pressure
指導教授: 方進義
Fang, Chin-Yi
口試委員: 方進義
Fang, Chin-Yi
翁振益
Wong, Jhen-Yi
羅印呈
Lo, Ying-Chen
口試日期: 2024/06/21
學位類別: 碩士
Master
系所名稱: 運動休閒與餐旅管理研究所
Graduate Institute of Sport, Leisure and Hospitality Management
論文出版年: 2024
畢業學年度: 112
語文別: 中文
論文頁數: 151
中文關鍵詞: S-O-R理論行為意圖OTA平台社群媒體行銷服務體驗時間壓力
英文關鍵詞: Time pressure, Social media marketing, Behavioral intention, Service experience, S-O-R theory, OTA platform
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202400960
論文種類: 學術論文
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  • 線上旅行社 (Online travel agency, OTA) 是一個提供旅遊產品之線上諮詢、預訂和評論等服務的線上旅遊服務商。現今手機和應用程式的使用也已逐漸影響消費者的日常生活,也對旅遊產業產生重大影響,行動應用程式近年來也越來越受歡迎,也成為許多旅館客人首選的購買方式。本研究採用刺激-情緒-反應理論 (Stimulus-Organism-Response,S-O-R理論) 為研究架構,探討OTA平台之服務體驗、社群媒體行銷對消費者之知覺價值、行為意圖的影響,並在研究中探討時間壓力在知覺價值與行為意圖之間的調節效果及知覺價值在OTA平台之服務體驗、社群媒體行銷與行為意圖之間的中介效果。本研究使用立意抽樣法的方式,選擇過去12個內,曾經使用過OTA平台,如Agoda、Expedia、Trivago與 Booking.com等OTA平台或社群媒體之相關服務的消費者為本研究之研究對象,並依據先前文獻建構5個構面,49題的問卷題項,經七位異質性專家修正問卷內容後,透過網路問卷平台SurveyCake製作預試問卷,並在Instagram、Facebook、Dcard等平台發放問卷,以Smart PLS 4.0 檢測題項之信、效度,使用AMOS 26.0 進行數據之分析。本研究發現服務體驗、社群媒體行銷對知覺價值有顯著正向影響;時間壓力在知覺價值與行為意圖之間有正向調節效果;知覺價值在服務體驗、社群媒體行銷與行為意圖之間有中介效果;知覺價值對行為意圖有顯著正向影響;傳統訂房網站對消費者之服務體驗的刺激影響較大,且比價型網站所受到之刺激比傳統型網站還要來的更強烈。

    Online Travel Agency (OTA) is an online travel service provider that offers online consultation, booking, and review services for travel products. Nowadays, the use of mobile phones and applications has gradually influenced consumers' daily lives and has had a significant impact on the travel industry. This study adopts the Stimulus-Organism-Response (S-O-R) theory as the research framework to explore the impact of service experience on OTA platforms, social media marketing on consumers' perceived value, and behavioral intentions. The study also investigates the moderating effect of time pressure on perceived value and behavioral intentions, as well as the mediating effect of perceived value on service experience, social media marketing, and behavioral intentions on OTA platforms. This study used purposive sampling to select consumers who have used OTA platforms such as Agoda, Expedia, Trivago, and Booking.com, or related services on social media within the past 12 months as research subjects. Based on previous literature, the study constructed a questionnaire with 5 dimensions and 49 items. After seven heterogeneous experts revised the questionnaire content, a preliminary questionnaire was created using the online survey platform SurveyCake. The questionnaire was distributed on platforms such as Instagram, Facebook, and Dcard. Smart PLS 4.0 was used to test the reliability and validity of the items. Using AMOS 26.0 for data analysis.This study found that service experience and social media marketing have a significant positive impact on perceived value. Time pressure moderates the relationship between perceived value and behavioral intentions. Perceived value mediates the relationship between service experience, social media marketing, and behavioral intentions. Perceived value has a significant positive impact on behavioral intentions. Traditional booking websites have a greater stimulating effect on consumers' service experience compared to price comparison websites, and the stimuli received from price comparison websites are even stronger than those from traditional websites.

    謝 詞 i 中文摘要 ii 英文摘要 iii 目 次 v 表 次 viii 圖 次 x 第壹章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 8 第三節 研究範圍 9 第四節 研究重要性 9 第五節 研究流程 10 第六節 名詞釋義 12 第貳章 文獻探討 15 第一節 Stimulus-Organism-Response (SOR) 理論 15 第二節 服務體驗 23 第三節 社群媒體行銷 27 第四節 知覺價值 35 第五節 行為意圖 42 第六節 時間壓力 44 第七節 服務體驗對知覺價值的影響 46 第八節 社群媒體行銷對知覺價值的影響 48 第九節 知覺價值對行為意圖的影響 49 第十節 時間壓力的調節效果 51 第十一節 知覺價值在OTA平台的服務體驗與行為意圖的中介效果 52 第十二節 知覺價值在社群媒體行銷與行為意圖的中介效果 53 第參章 研究方法 55 第一節 研究架構與研究假說 55 第二節 研究抽樣方法與問卷設計 56 第三節 專家效度審查 58 第四節 資料分析方法 62 第五節 預試結果分析 63 第六節 共同方法變異 67 第肆章 研究結果 69 第一節 問卷回收結果 69 第二節 敘述性統計分析 71 第三節 問卷信、效度 78 第四節 驗證性因素分析 87 第五節 結構方程模型 96 第六節 中介效果檢驗 99 第七節 調節效果檢驗 102 第八節 多群組分析 103 第九節 分析與討論 107 第伍章 結論與建議 111 第一節 理論意涵 111 第二節 管理意涵 113 第三節 結論 116 第四節 研究限制與未來研究建議 118 參考文獻 120 附錄 145 附錄一 修正後的問卷 145 附錄二 正式問卷全文 147

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