| Summary: | 碩士 === 南開科技大學 === 休閒事業管理研究所 === 106 === The purpose of this study was to explore the relationship among the consumers’ attitude, perceived valued of hotels, and behavioral intention on the selection of hotels after accepting social media marketing. Researcher used regression analysis to the research framework and explore the influence of attitudes, perceived values, and behavioral intentions. The study adopted the questionnaire survey method to verify the validity and fitness of the sample data, and the relationship between all dimensions through confirmatory factor analysis and regression analysis. This study referred to the scholar's questionnaire tools and was adapted to cost research tools. Pre-test sampling was conducted with convenience sampling and an online questionnaire was used to answer the questions. A total of 150 questionnaires were issued in the pre-test. Excluding incomplete questionnaires, a total of 126 valid questionnaires were recovered, and the effective questionnaire recovery rate was 84.0%. After the pre-test samples obtained by the differential test and correlation test, each item of the questionnaire had a good reliability and validity. The Cronbach's α coefficient of each dimension was between .69 and .75, indicating that the overall scale was good. The reliability could be applied to formal questionnaires. A total of 526 questionnaires were issued for the official questionnaires, 450 valid questionnaires were recovered, and the effective questionnaire recovery rate was 85.6%. The results of data analysis showed that there was no significant difference in attitudes, perceived values and behavioral intentions among consumers with different backgrounds, and the regressive path of attitudes to perceived values and perceived values to behavioral intentions had the positive and significant effect. According to the results of the study, the researcher proposed four suggestions including: strengthening different types of marketing, showing results in social media, increasing the frequency of social media interaction, and organizing O2O (online to offline) activities.
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