近年來，國人對於休閒旅遊相當的重視，又因網路的發達，旅遊行為中的自助旅遊已成為一種新興且普遍的旅遊行為選擇。自助旅遊的消費者族群，對於網路資訊的使用相對密切，也因由旅遊社群網站的便利、快速、不受時空限制等多樣資訊傳播的優勢，使得旅遊社群網站已經成為消費者在搜尋資訊時，不可或缺之重要依賴來源以及相當必要的使用工具。本研究將針對FaceBook網路旅遊社群，探討網路旅遊社群使用者其網路口碑與知覺價值與行為意圖三者間的關係。
本研究採用便利抽樣，受測者以曾經使用FaceBook網路旅遊社群之使用者為主，進行問卷發放，藉由此社團成員經常使用社團之使用狀況及實際使用經驗來填答問卷。一共發放500份問卷，回收297份問卷，取得有效問卷225份。
研究結果發現：1. 網路社群使用者之網路口碑會正向影響知覺價值。2. 網路社群使用者之網路口碑會正向影響行為意圖。3. 網路社群使用者的知覺價值會正向影響行為意圖。4. 網路社群使用者的知覺價值在網路口碑與行為意圖之間具有中介效果。
In recent years, tourism is considered an important aspect of life by domestic people. Due to the advancement of the Internet, self-guided tour has become a new and prevalent choice among tourists. Consumers of self-guided tour have relatively high usage of information on the Internet. As accessing travel information on social networks is convenient, quick, and not limited by time and space, online travel social networks have become an indispensable and heavily relied source of travel information for this group of consumers. This study used Facebook travel groups as an example to investigate the relationship among electronic word-of-mouth (eWOM), perceived value, and behavioral intention among users of online travel social networks.
Based on convenience sampling method, a questionnaire was administered to Facebook users who have ever joined a Facebook travel group. The participants were asked to answer questions based on their usage of and actual experience with the online community. 500 copies of the questionnaire were distributed. Of the 297 responses collected, 225 were valid.
Results showed: (1) eWOM was significantly related to perceived value; (2) eWOM was significantly related to behavioral intention; (3) perceived value was positively related to behavioral intention; (4) perceived value had a mediating effect on the relationship between eWOM and behavioral intention.
