本文選題：網(wǎng)站信息呈現(xiàn)方式 + 信息可信度��； 參考：《上海交通大學(xué)》2014年碩士論文

【摘要】：目前學(xué)術(shù)界不乏對(duì)于信息可信度以及消費(fèi)意向的研究，本文從技術(shù)（網(wǎng)站信息呈現(xiàn)方式）的角度研究信息可信度以及消費(fèi)意向的影響因素。已有的信息可信度研究中，對(duì)于商業(yè)類信息的研究較少，又因?yàn)楸敬窝芯恐幸疾煜M(fèi)意向的影響因素，因此選擇了商業(yè)類信息——旅游信息作為具體的研究對(duì)象。 根據(jù)對(duì)已有研究的搜索以及國內(nèi)較為常用的旅游網(wǎng)站的分析比較，選擇了信息形態(tài)、色彩和標(biāo)題設(shè)計(jì)作為自變量，控制變量為人口統(tǒng)計(jì)學(xué)變量：性別、年齡、婚姻狀況、教育程度和平均月收入。因變量為信息可信度、點(diǎn)擊意向、再次訪問意向和消費(fèi)意向。 本次研究為探索性研究，研究的主要問題是網(wǎng)站信息呈現(xiàn)方式是否對(duì)四個(gè)因變量有顯著影響？主要有哪些預(yù)測變量分別影響四個(gè)因變量？選擇了3個(gè)具體的視覺傳播元素。 本研究采用3×2×2組間因子設(shè)計(jì)實(shí)驗(yàn)法，設(shè)計(jì)了12份實(shí)驗(yàn)材料，即12張旅游信息網(wǎng)頁。每組實(shí)驗(yàn)材料尋找30名被試，共360名被試。為避免品牌、價(jià)格、目的地等因素的干擾，本次研究中的實(shí)驗(yàn)材料采用自己設(shè)計(jì)的logo，自己命名為“旅游啦”，模糊頁面上的價(jià)格；選擇了一個(gè)大部分人可能都沒去過的旅游目的地——希臘。 研究發(fā)現(xiàn)，三個(gè)自變量對(duì)旅游信息可信度、點(diǎn)擊意向、再次訪問意向和消費(fèi)意向都有顯著的影響，是這三個(gè)因變量的顯著預(yù)測變量。具體來說，色彩對(duì)信息可信度的影響有顯著差異，冷色調(diào)的網(wǎng)站信息可信度評(píng)價(jià)更高；信息形態(tài)和色彩的交互效應(yīng)對(duì)點(diǎn)擊意向的影響有顯著差異；三個(gè)自變量的交互效應(yīng)對(duì)再次訪問意向的影響有顯著差異；信息形態(tài)對(duì)消費(fèi)意向的影響有顯著差異，圖文+聲頻的網(wǎng)站，消費(fèi)意向更強(qiáng)。 本研究的創(chuàng)新點(diǎn)在于從技術(shù)的角度去研究對(duì)信息的可信度和消費(fèi)意向的影響，，研究結(jié)果也可為今后的旅游網(wǎng)站設(shè)計(jì)提供一定的借鑒。
[Abstract]:At present, there is no lack of research on information credibility and consumption intention in academic circles. This paper studies the factors of information credibility and consumption intention from the point of view of technology (presentation of information on website). Among the existing information credibility studies, there are few researches on business information, and because of the influence factors of consumption intention in this study, we choose commercial information-tourism information as the specific research object. According to the analysis and comparison of the existing research and domestic tourism websites, the information form, color and title design are selected as independent variables, and the control variables are demographic variables: sex, age, marital status, etc. Education level and average monthly income. Dependent variables are information credibility, click intention, re-visit intention and consumption intention. This study is an exploratory study, the main question of the study is whether the presentation of website information has a significant impact on the four dependent variables? What are the main predictive variables that affect each of the four dependent variables? Three specific visual communication elements were selected. Using 3 脳 2 脳 2 脳 2 inter-group factor design method, 12 experimental materials were designed, that is, 12 travel information pages. A total of 360 subjects were selected from 30 subjects in each group. In order to avoid the interference of brand, price, destination and other factors, the experimental materials in this study used their own design of logo, named "tourism", the price on the fuzzy page; Chose a tourist destination that most people may not have been to-Greece. It is found that the three independent variables have significant influence on tourism information credibility, click intention, re-visit intention and consumption intention, which are significant predictors of these three dependent variables. Specifically, there are significant differences in the impact of color on the credibility of information, the cold-tone website information credibility evaluation is higher, the interactive effect of information form and color has significant difference on the impact of click-intention. The interaction effect of the three independent variables has significant difference on the re-visit intention, the information form has significant difference on the consumption intention, and the website with audio frequency has stronger consumption intention. The innovation of this study is to study the impact on information credibility and consumption intention from the technical point of view. The results can also provide some reference for the design of tourism website in the future.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：TP393.092

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