近幾年自由行的旅遊方式盛起，民眾於出國時選擇自由行方式於2017年首度超越跟團旅行。而旅遊型態的改變，民眾出國前搜尋旅遊資訊的方式也多採用旅遊評論網站。許多旅遊評論網站會提供「精選評論」，一些旅遊公司也會將突出的旅遊評論納入自己的網站，將其視為產品之廣告。網站可以透過強調更有文字說服力的訊息給消費者觀看，進而有效地促進業務。
現今台灣旅行社約有4千家，市場競爭激烈，造成國內旅遊業網站旅遊景點或行程都大同小異，因此旅遊產品要如何設計一直是備受矚目的議題。但其實相同的旅遊景點，只要透過不同的呈現方式，就可以吸引不同特質的消費者。因此本研究欲透過兩種語言風格，並結合「解釋水平理論」以及消費者人格特質，探討訊息、時間距離、人格特質對消費者的口碑態度及旅遊意願之影響。
本研究208名碩士及大學生為對象，進行三因子受測者間實驗設計，操弄變數為2（語言風格：比喻性文字vs.字面意義性文字）x2（人格特質：內控vs.外控）x2（預期出發日期：時間距離遠vs.近）。研究結果發現，於網路旅遊評論中使用比喻性語言有較好的口碑態度與旅遊意願，而當預期出發日期越遠的消費者，對於比喻性語言的網路旅遊評論，相較於字面意義性語言，會產生較佳的口碑態度；外控特質的人在看到比喻性語言的評論時，會加強比喻性語言對消費者態度的影響。

In recent years, self-guided tour has become more and more popular, it has surpassed group tour for the first time in 2017. And with this change of tourism pattern, people tend to do researches on traveling and tourism website for information in advance on their own. Many tourism websites provide “top comments”, some traveling agencies will take these comments and put them into their advertisements. They can improve sales by emphasizing these convincing words.
There are about 4,000 travel agencies in Taiwan today, and the market is fiercely competitive, which leads to the result of having very similar, or even the same propositions and attractions. Therefore, how to design tourism products has always been the issue. But in fact, we can attract consumers of different characteristics, by differencing the presentations. Therefore, this study intends to explore the influence of message, temporal distance, personality traits on consumers' word-of-mouth attitude and willingness to travel through the "interpretation level theory".
The results show that the use of figurative language in online travel reviews gives a better word-of-mouth attitude and willingness to travel. When the departure date for the travel is still in distant, the figurative language of online travel reviews, compared to the literal language, will produce a better word-of-mouth attitude. The influence of figurative language on consumer attitude will be enhanced for those people with external control.

目錄
論文審定書 i
摘 要 ii
Abstract iii
壹、 緒論 1
一、 研究背景與動機 1
二、 研究目的 5
三、 研究問題 7
貳、 文獻回顧 8
一、 消費者行為與旅遊網站資訊 8
二、 語言風格相關研究 12
三、 內外控人格特質 16
四、 解釋水平理論 18
參、 研究架構與假說推論 22
一、 研究架構 22
二、 假說推論 22
肆、 實驗 27
一、 研究方法 27
二、 資料分析 40
三、 假說驗證 48
伍、 結論與建議 62
一、 研究發現與討論 62
二、 理論意涵 66
三、 實務意涵 68
四、 研究限制與未來研究方向 70
參考文獻 71
附錄 80

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