The Study On Travel Blog Readers’ Reading Motivation And Intention

• Main Authors: Hsiao, Ling-Fei, 蕭玲妃
• Other Authors: Chang, Shao-Hsi
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/88393101511220214689

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.