本研究探討飯店平台使用者資訊提供、獲得與傳播意圖的前因變數，討論對話、使用、風險評估、透明度與信任之間關係及討論信任與品牌認同之間的關係，且探討品牌認同的中介效果。本研究對象為曾經使用飯店平台的使用者，共收回250份有效問卷。研究結果顯示：(1)使用、風險評估及透明度對信任有顯著正向影響；(2)信任對品牌認同有顯著正向影響；(3)品牌認同對資訊提供意圖、資訊獲得意圖及資訊傳播意圖皆有顯著正向影響，並且品牌認同僅對資訊提供意圖以及資訊傳播意圖具部份中介效果。

This study investigates the antecedents of the hotel platform users’ intentions to give, obtain, and pass information. It also explores the relationships among the dialogue, access, risk assessment, transparency, trust, brand identification as well as the mediation effect of brand identification. Users who had the experiences of using hotel platform are the targets of this research which collects 250 valid samples. The results indicate that: (1) Access, risk assessment, and transparency have significant and positive effects on trust. (2) Trust has a significant and positive effect on brand identification. (3) Brand identification has a significant and positive effect on intention to give information, intention to obtain information, and intention to pass information. Furthermore, brand identification is a partial mediator between trust and intention to give information/intention to pass information.

致謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究問題與研究目的 8
第四節 研究重要性與貢獻 9
第五節 研究範圍與對象 9
第六節 研究流程 10
第二章 文獻探討 13
第一節 刺激-有機體-反應 13
第二節 對話-使用-風險評估-透明度 14
第三節 信任 17
第四節 品牌認同 19
第五節 資訊提供意圖-資訊獲得意圖-資訊傳播意圖 21
第三章 研究方法 25
第一節 研究架構與研究假說 25
第二節 研究變數操作性定義與衡量 27
第三節 問卷設計 34
第四節 資料蒐集方法 35
第五節 資料分析方法 36
第六節 共同方法變異問題之處理與檢測 39
第七節 問卷前測結果分析 40
第四章 資料分析 47
第一節 正式問卷發放 47
第二節 敘述性統計分析 48
第三節 共同方法變異檢測 57
第四節 信度與效度分析 58
第五節 模型檢測─結構模式 64
第六節 中介效果分析 73
第五章 結論與建議 77
第一節 結論 77
第二節 管理意涵與貢獻 79
第三節 研究限制與後續研究建議 83
參考文獻 85
附錄一、前測問卷 107
附錄二、英文原始量表 109
附錄三、前測共同方法變異檢測－探索性因素分析 113
附錄四、前測各構面量表收斂效度分析 115
附錄五、前測區別效度分析暨變數相關係數表 119
附錄六、前測各構面信度分析 121
附錄七、正式問卷 125

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