社群媒體上的美麗旅遊景致和精彩故事吸引了眾多旅遊者，塑造他們的旅遊意向並影響決策。隨著社群媒體普及，旅遊者越來越依賴網紅的資訊來選擇景點。然而，當實際到訪時，旅遊者經常發現景點與網紅透過濾鏡或特殊拍攝角度美化的照片存在落差，這往往引發失望和後悔情緒，並影響他們是否繼續關注該網紅。

本研究以台灣一處熱門觀光地區的兩個代表性景點為背景，分別對應「髒亂」與「人太多」兩種常見旅遊情境，探討網紅推薦下不同情境對旅遊者的動機、意向、後悔、重遊意圖及依賴網紅的影響。透過235份有效問卷並使用部分最小平方法（PLS）分析，結果顯示在「人太多」情境中，旅遊動機和訊息可信度正向影響旅遊意向；而後悔感在兩種情境下均負向影響重遊意圖，尤其在「髒亂」情境中更為明顯，顯示實際體驗與期待不符將降低重遊意願。

此外，重遊意圖對持續依賴網紅呈正向影響，即便體驗落差存在，多數旅遊者仍傾向依賴網紅的資訊（尤其在「人太多」情境中）。這表明，即使存在期望落差，網紅對旅遊者決策的影響依然顯著，凸顯其在旅遊者行為中的重要性。

eautiful travel scenes and captivating stories on social media attract numerous travelers, shaping their travel intentions and influencing decisions. With the rise of social media, travelers increasingly rely on influencers when choosing destinations. However, when visiting these places, travelers often find a gap between reality and the enhanced photos shared by influencers, leading to disappointment and regret, which can affect whether they continue following those influencers.

This study focuses on two representative tourist attractions located within a popular travel destination in Taiwan, and examines the effects of an “overcrowded” environment and a “dirty” environment. It explores how influencer recommendations impact travelers' motivation, intentions, regret, intention to revisit, and reliance on influencers across different scenarios. Using 235 valid questionnaires and Partial Least Squares analysis, results indicate that in the "overcrowded" scenario, travel motivation and information credibility positively affect travel intentions. Meanwhile, regret negatively impacts revisit intention in both scenarios, especially in the "polluted" one, where unmet expectations further reduce revisit intentions.

Additionally, revisit intention positively affects continued reliance on influencers, even with expectation gaps. This shows that influencers significantly shape travel decisions, underscoring their impact on traveler behavior.

論文審定書........................................................................i
誌謝 ...................................................................................ii
摘要 ..................................................................................iii
Abstract ........................................................................... iv
圖次 ................................................................................ vii
表次 ............................................................................... viii
第一章 緒論 ..................................................................... 1
第一節 研究動機 ..................................................... 1
第二節 研究流程 ..................................................... 2
第二章 文獻探討與假說建立 ......................................... 3
第一節 網紅拍攝之旅遊景點照片真實性.............. 3
第二節 旅遊動機...................................................... 3
第三節 旅遊意向...................................................... 4
第四節 依賴性 ......................................................... 4
第五節 訊息可信度 ................................................. 5
第六節 後悔 ............................................................. 5
第七節 旅遊重遊意向 ............................................. 6
第八節 持續依賴網紅 ............................................. 7
第三章 研究設計與分析 ................................................. 8
第一節 研究範圍、對象與施策方法...................... 8
第二節 研究架構與假說路徑.................................. 9
第三節 研究構面...................................................... 9
第四節 操作型定義與題項 ................................... 10
第五節 問卷施策 ................................................... 13
第四章 數據分析 ........................................................... 14
第一節 樣本結構 ................................................... 14
第二節 研究構面分析 ........................................... 16
第三節 假說驗證 ................................................... 23
第五章 結論與建議 ....................................................... 28
第一節 結論與討論 ............................................... 28
第二節 理論貢獻 ................................................... 29
第三節 實務意涵 ................................................... 30
第四節 研究限制以及未來建議方向 ................... 30
參考文獻 ........................................................................ 32

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