| Summary: | 碩士 === 國立成功大學 === 工業與資訊管理學系碩士在職專班 === 102 === With the advent of social networking, social media has been used to increase potential traveling service industries by posting and sharing the travelers’ experience. Trip picture posters (TPPs), who have posted their trip pictures on social media, are strongly associated with electronic word-of-mouth (eWOM) due to representing their feeling. Recognizing that eWOM is an important factor to drive customers’ motivation to make buying decision on traveling service. This study aims to compare the effect of eWOM on travel motivation and buying decision between consumer types. We further examine the impact of consumer types on preference of tourism product. A quantitative approach was employed using an online questionnaire; the sample consisted of 277 respondents. ANOVA was performed to assess the difference between two groups of consumers, and regression analysis was used to estimate the relationships among eWOM, travel motivation and buying decision. The findings of an empirical studying indicate that consumer types affect travel motivation and buying decision through eWOM. Moreover, consumer types have an impact on the preference of tourism product; especially TPPs have a greater impact on preference on tourism product than non-TPPs
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