南華大學機構典藏系統:Item 987654321/18025
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    題名: 以計劃行為理論探討數位原生世代對沙發客旅遊之行為意向
    其他題名: Using The Theory of Planned Behavior to Discuss Digital Natives' Behavior Intentions for Couchsurfing
    作者: 曾怡婷
    Tseng, Yi-ting
    貢獻者: 旅遊管理學系旅遊管理碩士班
    陳貞吟
    Chen-yin Chen
    關鍵詞: 計畫行為理論;沙發客旅遊;數位原生世代
    Couchsurfing;Digital natives;Theory of Planned Behavior
    日期: 2012
    上傳時間: 2015-01-07 16:57:56 (UTC+8)
    摘要: 　　隨著科技的進步，網際網路的快速發展，使用數位產品的人口持續增加，年齡層也不斷下降，愈來愈多的年輕人終日與數位科技為伍，高度依賴著科技所帶來的便利，而這群年輕人可稱為「數位原生世代」。由於數位原生世代的生活與網路息息相關，旅遊行為也隨之深受網路影響，「沙發客旅遊」這種透過網路平台獲得免費住宿的新興旅遊方式也因而產生。因此，本研究以計畫行為理論為基礎，以數位原生世代為研究對象，瞭解數位原生世代對沙發客旅遊的行為意向。本研究以線上問卷進行調查，問卷分成中英文版本，共回收632份有效問卷。分析方法採用結構方程模式驗證各變項之間的關係，研究結果發現，受訪者普遍認為沙發客旅遊是否安全容易、能增進成長、書籍報章雜誌的報導、是否有足夠資訊、敢於跟陌生人溝通等都會對行為意向有顯著的正向影響。最後根據研究結果，本研究提出相關建議與未來研究方向，以供參考。
    　　With the progress of technology and rapid development of internet, The number of digital technology users has been increased constantly. The age of digital users is going down. More and more young people are immersed in the use of digital technologies, and enjoy the convenience of technology. These young people are called digital natives. Digital Native traveling behaviors are deeply influenced by the internet because they are immersed in the use of digital technologies. Couchsurfing which refers to sleep in a stranger's place without offering monetary compensation results from the using of internet. Therefore, being based on the Theory of Planned Behavior, the researcher investigated the Digital natives' behavior intentions in couchsurfing. This on-line survey in Chinese and English versions to was adopted for carrying on the investigation. There were 632 valid questionnaires received and the structural equation modeling was used to test the relations among different variables. Factors that bring the positive significance to the behavior intentions in couchsurfing include the safety of couchsurfing, the personal development, the report of the media (e.g., newspaper, magazine and so on), the sufficiency of the information, the courage of communicating with strangers and so forth. In conclusion, according to the research result, the researcher proposed the relative suggestions and directions for the further researches.
    顯示於類別:[旅遊管理學系(旅遊管理碩士班)] 博碩士論文-旅遊管理碩士班

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