| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士班 === 102 === The study was combined the viewpoints of both Kansei Engineering and Kano Model. The behaviors when consumers browse the traveling blogs and the factors when considering practicability were physically addressed in the study.
A model was created in order to explore the condition and behavior of consumers on browsing travel blogs, and was validated by the collections of paper and web surveys through Snowball sampling and convenience sampling methods. The model was also further verified by qualitative KJ method and some analyses in statistical software IBM SPSS Statistics 20.0 including reliability analysis, validity analysis, descriptive statistics, factor analysis, correlation analysis, and multiple regression analysis.
First of all, the quality factors of travel blogs could be summarized by nine elements of attractive qualities, seven elements of must-be qualities, four elements of one-dimensional qualities, and two elements of indifferent qualities. Through the Kano customer value in the dimension index of improving qualities, the augmented of satisfaction and the reduced of dissatisfaction, specifically in values of hedonic and functional, were found to be the highest values. The marketing strategies were obtained based on the finding.
Secondly, the empirical method was used to study the Kansei factors of the traveling blog users. There were seven key factors that drew consumer’s attentions, namely: the pleasant and relaxing moods, the passionate emotions, the rich-in-creativity emotions, the past happy memories, the self-listened aspirations, the exciting moods, and the happiness moments. Lastly, the Kansei words and Kano customer value model were connected and analyzed to find that there was a positive relation between the two attractive qualities in the social values and Kansei words.
The study developed a new model that could measure the quality of travel blogs and find the sentiment emotion model of consumers when viewing a blog, simultaneously. Because the quality of travel blogs reflects the sentiment emotion of the customers, travel blogs have to pay attention to consumer demands and to create a resonance between the consumers and the blogs in order to differentiate themselves to one another.
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