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系統識別號 U0026-2708202022172300
論文名稱(中文) 年輕Y世代於社群網站上分享旅遊照片之前因探討
論文名稱(英文) Antecedents of Sharing Tourism Photographs on Social Network Sites for Young Generation Y
校院名稱 成功大學
系所名稱(中) 交通管理科學系碩士在職專班
系所名稱(英) Department of Transportation & Communication Management Science(on the job class)
學年度 108
學期 2
出版年 109
研究生(中文) 楊上綺
研究生(英文) Shang-Chi Yang
學號 R57061078
學位類別 碩士
語文別 中文
論文頁數 77頁
口試委員 指導教授-蔡東峻
口試委員-盧筱涵
口試委員-李曉青
口試委員-陳薇薇
中文關鍵字 年輕Y 世代  旅遊照片分享  自戀    自我展現 
英文關鍵字 Young Generation Y  Tourism Photos Sharing  Narcissism  Coolness  Self-presentation 
學科別分類
中文摘要 隨著現代通訊技術的進步、智慧型手機的演進普及、與社群媒體的發展,越來越多遊客在旅途中或旅途後於社群網站上分享旅遊照片,向社群親友「曬旅遊」,其中年輕Y世代遊客更視社群潛力決定旅遊動向。本研究的主要目的在於探討年輕Y世代於社群網站上分享旅遊照片之前因,希望針對研究結果提供觀光旅遊相關民間業者行銷上的建議,促使遊客自發性地拍照打卡進而達到宣傳的效果。
本研究經文獻回顧後挑選出七個社群網站上旅遊照片分享之前因並建立假設,前因分別為:社交互動、知覺愉悅性、自我展現、個人紀錄、利他、自戀、酷,希望藉由此次研究得知何種前因將影響遊客分享何種旅遊照片。本研究透過網路問卷蒐集資料,主要研究對象為年輕Y世代,並為比較年輕Y世代與年長Y世代之差異,蒐集資料上亦包含年長Y世代,於2020年6月中共計回收794份,其中有效問卷包含年輕Y世代373份以及年長Y世代296份,並以複迴歸分析法進行分析。
研究結果顯示,對於年輕Y世代而言,社交互動、知覺愉悅性不會影響旅遊照片分享,而自我展現、個人紀錄、利他、自戀以及酷會影響旅遊照片分享。而比較年輕Y世代和年長Y世代的複迴歸分析結果發現,兩群體間的動機和旅遊照片分享之間的關係多不相同;然而共同點為,「酷」皆顯著影響年輕或年長Y世代分享「多以景點與美食為主」之照片,「女性」皆顯著影響年輕或年長Y世代分享「人物以我為主」之旅遊照片,且「女性」和「較常使用Instagram」皆顯著影響年輕和年長Y世代分享「經過挑選、編排、美化」之照片。
本研究建議廠商應思考鎖定年輕Y世代發展行銷策略,並思考將產品或目的地加入酷的元素,以吸引年輕Y世代拍照打卡分享。
英文摘要 With the advancement of modern communication technology, the evolution and popularization of smartphones, and the development of social media, more and more tourists share their travel-related photos with their families and friends on social networking sites during or after the trip, among which the young generation Y is also concerned about getting as more “likes” and “comments” as possible on social network sites when choosing destinations. And because sharing travel experience on social networking sites is a form of user generated content and can be seen as electronic word-of-mouth(e-WOM), it helps marketing destinations or tourism-related products, and influence the financial performance of tourism destinations and corporations. This research focuses on exploring the antecedents of young generation Y tourists share their travel photos on social network sites, hoping the research results provide advice on marketing for tourism related products. This study collected data through online questionnaires and collected 794 copies in June 2020. The number of valid samples was 373. Multiple regression analysis was used as the research method for analysis. The research results show that social interaction and perceived enjoyment did not have a significant impact on tourism photographs sharing. Personal documentation, altruism, narcissism, and the coolness of travel destinations can affect the tourism photos sharing.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 7
第四節 研究流程 8
第二章 文獻回顧 9
第一節 社群網站與Y世代 9
一、 社群網站 (Social Network Sites) 9
二、 Y世代 (Generation Y) 10
第二節 社群網站上旅遊照片分享 12
第三節 社群媒體上旅遊照片分享之前因 13
一、 相關研究回顧 13
二、 社交互動 (Social Interaction) 15
三、 知覺愉悅性 (Perceived Enjoyment) 16
四、 自我展現 (Self-presentation) 17
五、 個人紀錄 (Personal Documentation) 18
六、 利他 (Altriusm) 19
七、 自戀 (Narcissism) 20
八、 酷 (Coolness) 21
第三章 研究方法 25
第一節 研究架構與假設 25
第二節 研究及抽樣對象 26
第三節 變數衡量 26
第四節 資料分析方法 31
第五節 問卷前測結果 32
第四章 結果分析與討論 35
第一節 問卷回收與資料處理 35
第二節 受測者基本資料 36
第三節 信度分析 40
第四節 研究變數之敘述性統計分析 45
第五節 結果分析與假設驗證 48
第六節 其他研究分析 57
第五章 結論與建議 63
第一節 研究結論 63
第二節 實務建議 65
第三節 研究限制與未來研究建議 66
參考文獻 網路文獻
Hotels.com (2017)。Hotels.com發佈最新行動裝置旅遊調查,國人旅途中平均花上3.6小時使用手機,黏著度超越全球平均值,「曬旅遊」成最潮趨勢,社群潛力決定旅遊去向。2020年7月11日,取自:https://reurl.cc/Kkaxqp

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