| Summary: | 碩士 === 國立臺東大學 === 休閒事業管理碩士在職專班 === 103 === ABSTRACT
In recent year, with the rapid development of information and telecommunication technologies, various sorts of mobile devices and social networking software have been widespread in our daily lives. The speedy growing population in using social network not only changes the consumer life style but also creates emerging business models of social commerce and sales channel. Based upon the theoretical perspectives of word-of-mouth (WOM) and perceived use fullness and perceived ease of use from technology acceptance model (TAM), the researcher in this study developed a nomological framework to examine the causal relationships among the critical influencing antecedents on online consumers’ purchase intention towards tour products/services in the fast-growing social network cyberspace.
The empirical data were collected from the experienced social network users through a large-scale survey study that had been conducted from October to November, 2013. A total of 266 valid questionnaires were received for further statistical analyses. The partial least squares, (PLS) of the component-based structural equation modelling, (CB-SEM) was adopted to test research hypotheses. The analytical results indicate:
1.Perceived usefulness and perceived ease of use positively affect social network consumer WOM. It implies that once the traveling information is updated instantly and used easily on social network site that will enhance social network users’ word-of-mouth
2.Social network user WOM positively affects user attitude and behavioral intention. This implication might be that the WOM of social network will change the decision-making of purchase tour product, overall highly word of mouth valuation would increasing customer’s purchase intention
3.Perceived usefulness and perceived ease of use are positively affect toward the user attitude and behavioral intention. That signifies once customer perceived purchasing tour products from the social network without paying any efforts and times and bring them benefit and convenience; in turn, that may consequently influence their purchasing behavioral intention.
The research results are expected not only to provide practical suggestions for the travel website designer to develop a well social network sales channel to meet their customer’s needs, but also promote the utility of social network site and provide strategic direction for travel website designer. In addition, how to set up an innovative social network sales channel should be as an important reference basis for obtaining competitive advantage of the tourism industry.
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