| Summary: | 碩士 === 南華大學 === 旅遊事業管理學系碩士班 === 98 === Characterizations of users'' experiences on the Web are beginning to appear. The goal of this study is to explore people''s online experience while visiting a tourism website, and the experience how lead to changes of attitude and behavior. This research attempts to understand (1) Backpackers'' experience with respects to a tourism website; (2) to explore factors that affect user''s flow; (3) The experience will change or affect its subsequent behavior.
In this study, we use questionnaire by Wu and Chang ( 2005 ) for tourism site development. Researcher adopt LISREL model to test hypotheses , and select the sample from the questionnaire were interviewed .To understand the experience how change or affect its subsequent behavior. The results show (1) self-service tourism Web site, the interaction is the key factor affecting flow. (2) Flow experience is closely related to users'' acceptance of information in learning about a tourism destination. (3) It can also lead to changes of attitude and behavior, including inquiring for more information and visiting the destination.
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