部落格蓬勃發展，尤以部落客們個人建置之旅遊部落格其旅遊的訊息內容越詳實越豐富就相繼吸引很多瀏覽者造訪，甚至引起旅遊業者也紛紛效仿推出以部落格另類方式行銷。然而透過部落格的取得之旅遊訊息，及其資訊品質的要求及對於文章訊息特性，往往是瀏覽者在消費決策中占重要的消息及刺激來源，進而影響到瀏覽者的信任傾向，及實際決策的整個發展程序。以往專家、學者針對部落格發表很多論述，但是關於瀏覽者由部落格的旅遊訊息產生信任後，其心流及行為意向之關聯性探討之議題較少。因此，本研究旨在探討瀏覽者對於部落格旅遊訊息的信任傾向，及其心流、行為意向之間相關影響因素。提供部落客實務上的建議，提高部落格的資訊、行銷效果增加與瀏覽者之互動。本研究藉由網路及實體的發放，回收有效問卷500份。研究結果顯示：(1) 資訊品質對於心流有正向顯著的影響。(2)信任傾向對於心流有正向顯著的影響。(3)心流對於行為意向有正向顯著的影響。(4)心流對於資訊品質與行為意向之間存在部分中介效果。(5)心流對於信任傾向與行為意向之間存在部分中介效果。 Blogs flourish, especially bloggers post content build the personal travel blog, the more detailed the more its tourism wealth would have been a lot of viewers to visit, and even lead to tour operators have followed suit launched alternative ways to blog marketing. However, tourist information accessed through blogs, and information quality requirements and characteristics for the article post, viewers often occupy an important source of news and stimulate consumer decision-making, thereby affecting the reader's trust propensity, and actual decision-making the entire development process. In the past, experts and scholars for the blog published a lot of discussion, but on the reader to trust the travel blog post, the question of its relevance and behavioral intentions of the heart flow investigate and less. Therefore, the present study was to investigate the blog readers trust propensity tourist information, and its heart flows related factors between behavioral intention. Bloggers provide recommendations on substantive increase blog information, marketing effect of increased interaction with readers. In this study, by issuing and network entities, 500 valid questionnaires. The results show: (1) the quality of information has a positive significant effect on heart flow. (2)trust propensity for heart flow has a positive significant impact. (3) For the heart flow behavior has a positive intention significant impact. (4) mediation Heart Flow effect for between quality information and behavioral intentions exist. . (5) Heart Flow effect for mediation between intention and behavior tends to trust exists.
