廣告代言人可信度及Facebook粉絲專頁對郵輪旅遊購買意願影響之研究

Abstract

近年來郵輪旅遊在亞洲成長迅速，台灣部分遊輪公司亦聘請名人代言，並搭配社群網路的行銷，希望能吸引消費者的目光。然而銷售之文獻中，仍然缺乏有關廣告代言人和社群網站的行銷對郵輪旅遊的相關研究，因此本研究將探討的兩種行銷手法對郵輪旅遊購買意願之影響。本研究的目的是探討廣告代言人可信度及Facebook粉絲專頁的經營對郵輪旅遊購買意願的影響，將以吸引力、可靠性、專業性為衡量指標；而Facebook粉絲專業的經營由介面易用性、資訊有用性、事件娛樂性、社會互動性為衡量指標。研究對象是對郵輪旅遊有興趣民眾，探討這兩種行銷手法對消費者購買意願的影響。研究方法利用AMOS軟體並採用結構方程模式進行樣本資料的分析，並檢驗本研究提出之研究模型。研究結果顯示，廣告代言人可信度及Facebook粉絲專頁的經營對購買意願有顯著而且正面的影響，而構成廣告代言人可信度的吸引力、可靠性、專業性，以及構成Facebook粉絲專頁的介面易用性、資訊有用性、事件娛樂性、社會互動性對購買意願均有顯著而且正面的影響；其中代言人的可靠性以及Facebook粉絲專頁的事件娛樂性分別是指標中最重要的，而此研究結果可作為郵輪旅遊行銷之參考。

In recent years, people going to cruise tour has become popular in Asia.Some of the cruise companies in Taiwan have also engaged in celebrity endorsements and marketing with social networks, hoping to draw consumers' attention.After reviewing the literatures, few of the research are discussing the cruise tour and spokesperson, let alone discuss the social network marketing.So this study will discuss the influence of these kinds of marketing strategy on consumers’ purchase intention.The aims of this study are to understand the impact of the credibility of spokesperson and Facebook page on consumers' purchase intention of cruise tour.The credibility of spokesperson are constructed by attractiveness、trustworthiness and expertise. And Facebook page operation are constructed by information practicality、ease of use interface、event entertainment、social interaction.Collect the research samples who are interested in the cruise tour. The results are analyzed through structural equation modeling.Then, use AMOS to validate the research model.The results reveal that both credibility of Spokesperson and Facebook page have positively significant impact on consumers' purchase intention.All of the constructs have positively significant impact on consumers' purchase intention.And the construct “trustworthiness” and the construct “event entertainment” are the most important factor. The results of this study recommend that the cruise company should value trustworthiness the most when the company hiring the spokesperson and manage Facebook page with entertaining event.