The Effect of Blogger Browsing Experience on Behavior Intention --A Moderator of the Actual Traveling Experience and Speech Act Theory

• Main Authors: Shou-Jr Chen, 陳首志
• Other Authors: Su-Fang Lee
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/97595026480819230368

碩士 === 僑光科技大學 === 管理研究所 === 98 === In recent years, the blog has become the communication bridge of the emerging network public relations media. It also has the influence of medium and the new marketing strength. The enterprise must to face up to the influence which the blog and the customer interact bringing, and how enterprise effective manages the blog to obtain benefits has become the important topic. The purpose of this study is to discuss blog browsing behavior from blogger browsing experience through traveling blog — “Shinshou Travelers” as the research objects. The study has discussion about regulation effect of actual traveling experience on blogger browsing experience to travel attitude, the regulation effect of different words actions classification article in overall pattern, and the influence of blogger browsing experience on blogger behavior intention. This study uses AMOS 17 and through linear structural models to test theory model. A total of 397 effective questionnaires were returned. The empirical findings of this research were (1) Blogger browsing experience has a positive effect on travel attitude and Experiential value. (2)The overall framework has different effect that to choice different words actions classification article.(3) The emotions, relation, and thinking experience of actual traveling experience is a positive strengthened moderator that the regulation effect of blogger browsing experience to travel attitude. (4) blogger browsing experience can not directly affect the blogger''s behavior intention, it must through travel attitude and experience value. Finally, the study is discussed tourism marketer in terms of traveling blog marketing strategies and directions for future research on the academic.