| Summary: | 碩士 === 健行科技大學 === 國際企業經營系碩士班 === 103 === With the advance of technology, microfilms has become a popular tool for advertisers to promote their products. Singapore Tourism Board also caught up with the trend. It distributed a microfilm, "Find Love from the Heart". The microfilm was starred by Ariel Lin and continued the plot of a popular Taiwanese drama "In Time with You". It took the scene to Singapore to attract more Taiwanese and Chinese tourists to Singapore. In the study, we use the microfilm "Find Love from the Heart" as a case. The main purpose of this study is to investigate the relationships between the actors preference value, the content involvement, the microfilm satisfaction, and the travel intention, also to investigate the effects of the actors preference value and the content involvement on the travel intention through the microfilm satisfaction. This study collect anonymous questionnaires from junior high school and college students. The subjects were asked to watch the microfilm and then answered the questionnaire. 280 valid questionnaires have been collected. This study uses SPSS 14.0 to analyze the results and Sobel to examine the mediating effect of the microfilm satisfaction. The results show that the actors preference value and the content involvement all have positive effects on the microfilm satisfaction; the microfilm satisfaction has a positive effect on the travel intention; the actors preference value and the content involvement all have positive effects on the travel intention; the relationships between the actors preference value and the travel intention and also between the content involvement and the travel intention are mediated by the microfilm satisfaction. Hoping the study is helpful to tourism boards in other countries or cities.
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