由於科技與社會的發展，如何適應變化多端的社會環境成為一大課題，現代人生活中背負的壓力越來越重，面對各種衝突與挫折，容易產生負面情緒，同時疫情造成的長期隔離，也對心理層面產生如不安、焦慮等負面影響。為了緩解負面情緒，人們常選擇不同的活動進行舒壓。
　　本研究以旅遊為主題，主要想了解當處於孤單與煩躁，兩種不同負面情緒的讀者，在觀看網路上的旅遊廣告後，探討若想像前往廣告中提到的旅遊景點，可能產生的旅遊動機與情緒調節，以及相互之間的關係，而兩者又是否會引發旅遊意願，使讀者想前往該旅遊景點進行旅遊。
　　本研究以帶有負面意義的描寫作為情境，分為孤單與煩躁兩種負面情緒，網路旅遊廣告呈現採用花蓮的自然風景為主體進行設計，透過問卷取得288份有效問卷 (孤單情境144份、煩躁情境144份)，並使用Partial Least Squares 方法來分析各構面之間的關係。從實證數據的結果中，可以得知讀者在處於孤單或是煩躁情緒的時候，觀看網路旅遊廣告都會有旅遊動機，並且會影響情緒調節，而兩者也會影響到讀者的旅遊意願。

Due to the development of technology and society, adapting to the ever-changing social environment has become a major issue. The pressures faced by modern people in their daily lives are increasingly heavy, and in the face of various conflicts and setbacks, it is easy to develop negative emotions. To relieve negative emotions, people often choose different activities to relieve stress. This study focuses on travel as its main theme, aiming to understand how readers with different negative emotions, such as loneliness and irritation, may have different travel motivations and emotional regulation after watching travel advertisements online. The study also investigates the relationship between the two constructs and whether they will induce the willingness to travel to the advertised destination. The study has two negative emotion scenarios (loneliness and irritation). The travel advertisement presented Hualien's natural landscapes as the main design, and 288 valid questionnaires were collected (144 for the lonely situation, 144 for the irritated situations) through the survey method. Partial Least Squares was used to analyze the relationship between the constructs. The analysis revealed that when readers are experiencing either loneliness or irritation, watching travel advertisements online will stimulate travel motivation and affect emotional regulation, and both of them will also affect readers' willingness to travel.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究流程 3
第二章 文獻探討與假說建立 4
第一節 網路旅遊廣告 4
第二節 旅遊動機 4
第三節 情緒調節 6
第四節 旅遊意願 9
第三章 研究方法 12
第一節 研究架構與假說路徑 12
第二節 研究構面 13
第三節 操作型定義與研究問項 13
第四節 問卷施測與分析工具 16
第四章 數據分析 19
第一節 樣本結構 (孤單) 19
第二節 研究構面分析 (孤單) 20
第三節 假說驗證 (孤單) 23
第四節 樣本結構 (煩躁) 26
第五節 研究構面分析 (煩躁) 27
第六節 假說驗證 (煩躁) 30
第五章 結論與建議 33
第一節 結論與討論 33
第二節 理論貢獻 34
第三節 實務意涵 35
第四節 研究限制與未來方向 36
參考文獻 37

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