隨著網路科技快速發展，於網路經營專屬部落格已是十分常見，部落格帶來的人氣是眾所注目焦點。本研究目的為探討網站品質、心流體驗、滿意度、幸福感與重遊意願之關係。透過瀏覽部落格之經驗分享後，遊客所產生的心流體驗與滿意度將會如何影響其幸福感與重遊意願。
本研究以部落格瀏覽訪客且曾經親自至鐵道旅遊之遊客為研究對象，以檢視本研究模式所提之假說。本研究以網路電子問卷進行調查，正式問卷之有效回收問卷為434份並採用結構方程模式(Structural Equation Model, SEM)加以分析。
研究結果發現，系統品質與資訊品質對心流體驗有顯著正向影響，系統品質對滿意度有顯著正向影響但資訊品質對滿意度無顯著影響。此外，結果亦發現心流體驗與滿意度對幸福感有顯著正向影響。心流體驗對重遊意願未顯著影響但滿意度對重遊意願有顯著正向影響。最後，依據上述結果提出部落格行銷與經營之管理意涵及相關建議。
As the rapid growth of Internet technology, the exclusive Internet blog is very common. Popular Internet blogs are easy to attract attention. The study aims to show the relationships among website quality, flow experience, satisfaction, well-being and revisit intention after visitors browse Internet blogs related to the railway travel site. Specif-ically, this study investigates the impacts of visitors’ flow experience and satisfaction on well-being and revisit intention after browsing the experience sharing of visitors from blogs.
This study selected respondents with prior experience of railway travel in Taiwan as subjects to examine the hypothesized relationships in the proposed model. This study used a web-based survey and the research model was tested empirically and 434 sam-ples of data were analyzed using a structural equation modeling approach.
The results of this study found that system quality and information quality has a significant positive impact on the flow experience, system quality satisfaction has a sinificant positive impact on the quality of information, but no significant effect on sat-isfaction. Furthermore, the results also revealed that flow experience and satisfaction has a significant positive impact on well-bing. Flow experience and revisit intention has not significantly affect satisfaction has a significant positive impact on revisit intention. Finally, based on these results managerial implications blog marketing and operations and the related proposals.
