今日的消費者在做任何決定時已大不如前。社群媒體改變了消費者搜尋資料的方式。社群媒體也開放了更多適合行銷的平台。

飯店業最近正蓬勃發展著，除了國外旅客，也漸漸多了許多本地旅客。顧客體驗或消費完之後一般會上社群媒體分享自己的經驗，照片，影片等。其他消費者也會在決定是否要住同一家飯店前上社群媒體參考他人的經驗，以便做出更好的決定或篩選。所以無論評語好或壞都不在飯店的控管中。也正因為不在飯店的控管之中，所分享的會讓消費者感到更真誠。但為了保持自己的聲譽，飯店開始頻頻在社群媒體上做行銷吸引顧客，影響消費者當初使用社群媒體的原因。這因此成為本研究的主要目的－要了解哪些因素會化解消費者和飯店業使用社群媒體的衝突。

本研究探討消費者為何使用社群媒體、使用社群媒體的頻率、社群媒體的涉入度和消費者對社群媒體的接受度會影響到他們對飯店業者在社群媒體行銷的態度。經過探索性因素分析，驗證性因素分析和結構方程模型後，結果顯示除了在社群媒體上有追蹤的習慣之外，其他都對態度有正面的影響。另外，使用社群媒體的頻率並不適宜做本研究的調節變數

Consumers today, no longer go through the same decision processes as consumers do a decade ago. Social media, a new term that sprung up after the invention of Web 2.0, has given a face lift to how consumers search for information these days. It has become where consumers gather together, it has become “the place” where marketers wish to target to obtain maximum exposure.
Hotel industry has been booming in recent years, apart from tourist from overseas, there are also local customers. Customers now conveniently share their experiences on social media, which can be easily accessed by other potential customers prior to their decisions. These experiences, be it good or bad, consist of reviews, photos, and videos etc. that are not within hotel management’s control. However, in order to maintain their reputation, many hotels have engaged social media representatives to handle such sharing online. They make use of social media to advertise and attract customers, do damage control, engage with customers, to bring light to the good things they have done and attempt to tone down on the bad.
This study identified a conflict of interest in the use of social media by the consumers and hotels. Consumers wish to access honest and unpolished experiences but hoteliers only wish to review information beneficial to them. This study investigated how frequency of social media use, habit of following on social media, consumer’s objective of social media use, level of involvement on social media and technology advancement model (TAM) affects their attitude toward hotel’s marketing on social media.
Using EFA, CFA and SEM, this study found out that perceived ease of use, perceived usefulness, objectives of use and involvement have significant effects on attitude toward hotel’s social media marketing whereas following or monitoring on social media does not. Additionally, frequency of social media use does not act as an effective moderator as well. Implications and future research directions are also discussed.

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