社群網站用戶人數大幅成長，使得旅遊者在搜尋旅遊資訊與規劃旅遊行程時擁有了更多元化的管道，相對也使得旅遊公司可透過社群網站管道發展創新的行銷策略。目前針對社群網站-Facebook在學術上的研究，多應用於教育、非營利組織及健康醫療，但對於旅遊觀光領域尚停留在旅遊部落格階段，鮮少有文獻深入探討社群網站中之旅遊粉絲專頁。
本研究以科技接受模式、神迷理論、創新擴散理論之文獻探討作為研究基礎，建構影響Facebook旅遊粉絲專頁使用意向之因素。以Facebook旅遊粉絲專頁的使用者為研究對象進行網路問卷調查，預試與正式問卷於Facebook旅遊粉絲專頁平台上發放，採滾雪球式抽樣與立意取樣法，預試期間為2011年3月至2011年5月，預試問卷回收之有效樣本共計68份；正式問卷發放期間為2011年7月至2011年11月，正式問卷回收之有效樣本共計409份。實證研究結果發現:
(1) 網友與Facebook粉絲專頁間的互動情況對於神迷體驗有顯著正向影響
(2) 知覺有用性及知覺易用性對態度有顯著正向影響
(3) 知覺誘因與態度對使用意向有顯著正向影響。
本研究將針對影響使用者使用旅遊粉絲專頁的相關因素提出管理意涵，期望能作為觀光旅遊業者及政府相關單位發展社群網站行銷策略之參考。

The number of users in the social network sites (SNS) is rapidly growing. The travel companies utilize this trend to develop the innovative marketing campaigin and services in SNS and offer the travellers more diversified channels to obtain the relevant travel information. Existing studies using Facebook as the research platform focus on the fields of education, non-profit organizations and health care. There is a paucity of empirical research on travel in different social networking platform.
The study aims to apply technology acceptance model, flow theory, innovation diffusion theory to investigate the factors that affect the users intentions of Facebook travel fan club. The proposed model was empirically evaluated using on-line survey data collected from valid 68 pre-test users during March to May of 2011 about their intensions of using Facebook travel fan clubs. 409 usable responses were collected during July to November of 2011 and the effective response rate was 75.6%. Snowball sampling and purposive sampling methods have been used. Structural equation modeling (SEM) was then applied to verify the research hypotheses. The results show that:
(1) Interactivity has significant positive influence on flow.
(2) Perceived usefulness and Perceived ease of use has significant positive influence on Attitude.
(3) Perceived Incentives and attitude have significant positive influence on of using Facebook travel fan clubs.
The results could offer the travel companies as the references of development of on-line marketing strategies in the Facebook platform.

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