近年來國人重視生活品質，消費型態轉向旅遊、休閒與娛樂，加上國際航線更加開放，亦激勵國人出國觀光意願，根據中華民國交通部觀光局統計資料顯示，2012年出國的總人次已突破一千萬人次且持續成長，並推估出國旅遊總支出為4,991億元，由此可知觀光旅遊業的市場商機龐大。
而現今網路媒體的發達，消費者可輕易透過網路尋找或是發表自己的想法，而部分進行旅遊的消費者會張貼自身的旅遊照片於網路（如Facebook、Blog），用來分享與表達自己的旅遊經驗與感受，此些會於網路張貼個人旅遊照片者被稱之為TPPs（trip picture posters）。網路張貼的照片已不單純僅是消費經驗留存，也具備口碑的特性，以圖片的形式傳達對產品的滿意度，故隸屬於網路口碑，可作為其他消費者購買產品的參考依據。
故本研究將以網路問卷方式進行調查，驗證TPPs的購後行為是否會對其他消費者的購買決策過程造成影響，以及對於旅遊產品是否有購買偏好之關聯，此研究分析結果將有助於旅遊業者進行產品行銷策略的擬定。

With the advent of social networking, social media has been used to increase potential traveling service industries by posting and sharing the travelers’ experience. Trip picture posters (TPPs), who have posted their trip pictures on social media, are strongly associated with electronic word-of-mouth (eWOM) due to representing their feeling. Recognizing that eWOM is an important factor to drive customers’ motivation to make buying decision on traveling service. This study aims to compare the effect of eWOM on travel motivation and buying decision between consumer types. We further examine the impact of consumer types on preference of tourism product. A quantitative approach was employed using an online questionnaire; the sample consisted of 277 respondents. ANOVA was performed to assess the difference between two groups of consumers, and regression analysis was used to estimate the relationships among eWOM, travel motivation and buying decision. The findings of an empirical studying indicate that consumer types affect travel motivation and buying decision through eWOM. Moreover, consumer types have an impact on the preference of tourism product; especially TPPs have a greater impact on preference on tourism product than non-TPPs

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