鳥類攝影資訊之品質對鳥類攝影愛好者的資訊分享動機及資訊分享意圖之影響

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51777

Title:	鳥類攝影資訊之品質對鳥類攝影愛好者的資訊分享動機及資訊分享意圖之影響 The Influence of the Bird Photography Information Quality on the Motivation and Intention about Information Sharing of Bird Photographers
Authors:	張俊彥
Contributors:	觀光事業學系
Keywords:	資訊品質資訊分享動機資訊分享意圖鳥類攝影 Information quality Information sharing motivation Information sharing intention Bird photography
Date:	2022
Issue Date:	2023-03-22 14:57:42 (UTC+8)
Abstract:	國外與鳥類相關的旅遊活動已盛行許久，每年全球有超過300萬次賞鳥及鳥類攝影的旅遊，但部分鳥類攝影地點仍在使用過時多年之遊客管理資訊，沒有考慮到當前的旅遊體驗和需求，據此，本研究針對鳥類攝影愛好者對於鳥類攝影資訊的品質與資訊需求進行分析與歸納，並進而探討鳥類攝影資訊品質對鳥類攝影資訊分享動機與鳥類攝影資訊分享意圖的影響。本研究於臺北市、新北市及桃園市之熱門鳥類攝影地點發放問卷，共獲得300份有效問卷。分析結果顯示:較高的鳥類攝影資訊品質能分別有效提升鳥類攝影愛好者的鳥類攝影資訊分享動機與鳥類攝影資訊分享意圖，而對於鳥類攝影愛好者而言，鳥類攝影資訊最注重資訊具有易懂性，而完整性則最不在意。鳥類攝影愛好者是樂於分享鳥類攝影資訊且認為分享鳥類攝影資訊就像是娛樂一樣，只是通常較無定期在社群媒體上分享鳥類攝影資訊之規劃，且也較為低調而不想出名。本研究希望能透過研究結果，提供鳥類休閒活動相關管理單位及旅行社參考，針對鳥類攝影資訊的完整性，建置高品質的鳥類攝影資訊，鳥類攝影愛好者將會願意分享鳥類攝影資訊，進而使鳥類攝影資訊廣為人知，並增進國內休閒旅遊市場之發展並推廣有規範的鳥類攝影旅遊活動。 Foreign bird-related tourism activities have been popular for a long time. Every year, there are more than 3 million bird watching and bird photography tours around the world. However, some bird photography locations still use outdated tourist management information for many years, and do not take into account the current travel experience. This research analyzes and summarizes the quality and information needs of bird photography enthusiasts for bird photography information, and then explores the influence of bird photography information quality on bird photography information sharing motivation and bird photography information sharing intention. This study distributed questionnaires at popular bird photography locations in Taipei City, New Taipei City and Taoyuan City, and a total of 300 valid questionnaires were obtained. The results show that higher quality of bird photography information can effectively enhance bird photography information sharing motivation and bird photography information sharing intentions of bird photography enthusiasts. For bird photography enthusiasts, bird photography information plays the most important part to the information to be understandable, while the completeness is the least. Bird photography enthusiasts are willing to share bird photography information and think that sharing bird photography information is like entertainment, but they usually have less plans to share bird photography information on social media regularly, and they are also relatively low-key and don't want to be famous. This research hopes that through the research results, it can provide reference for management units and travel agencies related to bird leisure activities, and build high-quality bird photography information for the completeness of bird photography information. Bird photography enthusiasts will be willing to share bird photography information, so that Bird photography information is widely known, and promotes the development of the domestic leisure tourism market and promotes standardized bird photography tourism activities.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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