| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 100 === Independent travelers grow up using fast developing social networks. Searching information is done not only via search engines (e.g. Google and Yahoo). Customers are using social networking more and more to search or discuss how to get incredible and different travel information, often even more exciting than previously available. This study investigates personal innovation, social network interaction and emotional appeal effects of consumers using social network travel information.
The study results show the influence of personal innovation, social networking interaction and emotional effects on perceived risk, trust and flow experience of consumers who use social networks for travel information. The main analysis model (a structural equation model) studied people using social network. The data was collected via an online survey which received 453 samples. The data was analyzed by conducting a confirmatory factor analysis and path analysis via LISERAL8.54 which was tested for a statistically significant to fit standard data and the study assumes.
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