當今社會的旅遊型態以家庭模式之旅遊為趨勢，網路與社群媒體之資訊分享成為蒐集旅遊相關資訊重要的來源。本研究旨在探討社群媒體之評論對於消費者選擇親子飯店的影響。研究方法採用網路問卷調查法，以使用過Facebook粉絲專頁查詢旅宿資訊的群體為研究對象，抽樣方式採立意抽樣進行。資料採描述性統計、獨立樣本t 檢定、單因子變異數分析、皮爾森積差相關、多元迴歸分析等方法進行統計分析。研究結果顯示，不同受訪者其背景變項在「社群媒體評論」、「動機」及「阻礙因素」構面皆有部分顯著性之差異，且社群媒體評論與動機之間、社群媒體評論與阻礙因素之間，以及動機與阻礙因素之間皆有顯著影響。本研究建議飯店業者於親子旅宿需求方向與營運策略規劃改善上，能更重視社群媒體之相關評論及資訊互動功能，做更適切之決策提升競爭力。 The travel pattern of today's society is trending towards family-based travel, and information sharing on the Internet and social media has become an important source for collecting travel-related information. This study aims to explore the influence of social media comments on consumers' choice of parent-child restaurants. The method of research adopts the online questionnaire survey method, taking the groups who have used the Facebook fan page to inquire about the accommodation information as the research object, and the sampling method is convenience sampling. The data were analyzed using the descriptive statistics, independent sample t test, one-way analysis of variance, Pearson product-difference correlation, and multiple regression.The research results exhibits that there are some significant differences in thebackground variables of different respondents in the dimensions of "social mediacomments", "motivation" and "blocking factors", and between social media comments and motivation, social media Significant correlations were found between media comments and barriers, and between motivation and barriers.This research suggests that hoteliers should pay more attention to the relevantcomments and information interaction functions of social media in the direction of demand for parent-child accommodation and improvement of operational strategyplanning, so as to make more appropriate decisions to enhance competitiveness.
