The Study On Travel Blog Readers’ Reading Motivation And Intention
碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 100 === As the coming of Web 2.0 era, internet has become the most important part in everyday life. Research pointed out that there were over ninety percent of internet users had the experience of writing or reading blogs. Theme related to travel was most popular a...
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ndltd-TW-100NTNU55710802016-03-28T04:20:22Z http://ndltd.ncl.edu.tw/handle/88393101511220214689 The Study On Travel Blog Readers’ Reading Motivation And Intention 旅遊部落格讀者閱覽動機與行為意向之研究 Hsiao, Ling-Fei 蕭玲妃 碩士 國立臺灣師範大學 運動與休閒管理研究所 100 As the coming of Web 2.0 era, internet has become the most important part in everyday life. Research pointed out that there were over ninety percent of internet users had the experience of writing or reading blogs. Theme related to travel was most popular among internet users and also indicated people’s desire to travel related messages. Most of blog related researches in Taiwan were discussed from blog writers’ perspectives; however, the importance of blog readers cannot be ignored. The purpose of this study was to know travel blog readers’ reading motivation, trust, opinion toward advertisement and WOM intention. “Travel blog readers’ reading motivation and behavioral intention questionnaire” was used as research tool, and travel blog readers who were above 18 years old were the research objectives. Research period was during April 10th to April 30th, 2011, and totally collected 453 valid data. Descriptive statistics, independent t-test, one-way ANOVA, Scheffe’s posterior comparisons, and Pearson correlation analysis were used to analyze the data, and the results were as followings. 1. Most of travel blog readers were female students and had long time experience of reading blogs. 2. The main reading motivation was social interaction. 3. Readers with higher income would tend to trust the content of travel blog, accept blog advertisements and willing to recommend blog to other people. 4. Different demographics and blog using behaviors had significant differences on reading motivation and behavioral intention. 5. Readers who had longer time on reading blogs would tend to trust blog content. 6. Reading motivation and behavioral intention had significant correlation. In conclusion, this study gives suggestions as follows. Companies that would like to use blogs as advertisement tool should make different marketing plans according to different ages, occupations, incomes and blog using behaviors in order to gain the most efficient outcome. Chang, Shao-Hsi 張少熙 2011 學位論文 ; thesis 115 zh-TW |
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碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 100 === As the coming of Web 2.0 era, internet has become the most important part in everyday life. Research pointed out that there were over ninety percent of internet users had the experience of writing or reading blogs. Theme related to travel was most popular among internet users and also indicated people’s desire to travel related messages. Most of blog related researches in Taiwan were discussed from blog writers’ perspectives; however, the importance of blog readers cannot be ignored. The purpose of this study was to know travel blog readers’ reading motivation, trust, opinion toward advertisement and WOM intention. “Travel blog readers’ reading motivation and behavioral intention questionnaire” was used as research tool, and travel blog readers who were above 18 years old were the research objectives. Research period was during April 10th to April 30th, 2011, and totally collected 453 valid data. Descriptive statistics, independent t-test, one-way ANOVA, Scheffe’s posterior comparisons, and Pearson correlation analysis were used to analyze the data, and the results were as followings.
1. Most of travel blog readers were female students and had long time experience of reading blogs.
2. The main reading motivation was social interaction.
3. Readers with higher income would tend to trust the content of travel blog, accept blog advertisements and willing to recommend blog to other people.
4. Different demographics and blog using behaviors had significant differences on reading motivation and behavioral intention.
5. Readers who had longer time on reading blogs would tend to trust blog content.
6. Reading motivation and behavioral intention had significant correlation.
In conclusion, this study gives suggestions as follows. Companies that would like to use blogs as advertisement tool should make different marketing plans according to different ages, occupations, incomes and blog using behaviors in order to gain the most efficient outcome.
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author2 |
Chang, Shao-Hsi |
author_facet |
Chang, Shao-Hsi Hsiao, Ling-Fei 蕭玲妃 |
author |
Hsiao, Ling-Fei 蕭玲妃 |
spellingShingle |
Hsiao, Ling-Fei 蕭玲妃 The Study On Travel Blog Readers’ Reading Motivation And Intention |
author_sort |
Hsiao, Ling-Fei |
title |
The Study On Travel Blog Readers’ Reading Motivation And Intention |
title_short |
The Study On Travel Blog Readers’ Reading Motivation And Intention |
title_full |
The Study On Travel Blog Readers’ Reading Motivation And Intention |
title_fullStr |
The Study On Travel Blog Readers’ Reading Motivation And Intention |
title_full_unstemmed |
The Study On Travel Blog Readers’ Reading Motivation And Intention |
title_sort |
study on travel blog readers’ reading motivation and intention |
publishDate |
2011 |
url |
http://ndltd.ncl.edu.tw/handle/88393101511220214689 |
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