隨著網路普及化，在網路上推銷產品或服務以成為行銷溝通重要之管道，因此產品置入在網路上頻率大增(江義平，謝昌明，2013)。本研究宗旨是在探討網路使用者對旅遊網站之置入性行銷態度與網路口碑傳遞態度是否會影響其知覺信任與風險知覺。本研究共發放615份問卷，有效問卷485份經過SPSS 21.0分析，研究推論假設皆成立。表示置入性行銷與網路口碑顯著正向影響知覺信任與風險知覺。此外，研究也對受訪者做了一個市場調查，發現受訪者最常用旅遊網站排名第一是TripAdvisor.com與排名第二的是Agada.com。研究結果可以作為旅館業者與旅遊網站管理者研擬行銷決策之參考。
The popularization of the Internet, selling products or service in the Internet is become an important marketing communication. Aim of this study is to discussion of Internet users in product placement attitude of travel sites and transfer online word-of-mouth whether attitudes will affect their perception of trust and risk perception. In this study, was send out 615 questionnaires and return 485 questionnaires analysis by SPSS 21.0. Hypothesis in this study was established. Product placement marketing and online word-of-mouth was significant to perception of trust and risk perception. In addition, study also make a market survey. This found out the number one travel websites is TripAdvisor.com and number two is Agoda.com. Study results can be used as reference to hotel administrators and travel website administrators elaboration of marketing decisions.
