臺灣博碩士論文加值系統

本研究從心情修復的觀點出發，欲探討不同性別的消費者在正負面心情狀態下對於觀光遊憩類型的選擇有何差異。從各種心情修復及商品享樂性的相關文獻可以得知，消費者會藉著消費各種商品或服務來改善不好的心情，本研究鎖定觀光遊憩做為心情修復的商品，將觀光遊憩類型的動態或靜態既有偏好納入判斷觀光遊憩享樂性高低之依據，並嘗試用心情修復理論（mood-repair）來解釋觀光遊憩作為心情修復商品的原因。
本研究將消費者對於動態或靜態的個人既有偏好納入考慮，發現觀光遊憩的享樂性的確會受到消費者個人的偏好而有所影響。研究結果發現，個人對於動態或靜態的偏好，也會直接影響消費者對觀光遊憩的享樂性高低感受，因此不能概括論定動態（靜態）一種類型就具有較高的享樂性。
本研究共回收308份有效問卷，使用基本分析、T檢定、卡方檢定、
變異數分析進行實證分析；研究結果顯示，男、女性消費者在觀光遊
憩類型的選擇上是有所差異的，這樣的結果表示，在消費者需要用觀
光遊憩進行心情修復時，性別差異其實也可能影響其觀光遊憩選擇。
且在不同心情狀態之下對於觀光遊憩類型的選擇經實證分析後發現的
確有差異。最後，研究結果發現對於原本對觀光遊憩類型就有偏好的
消費者而言，偏好的類型本身就具有相當高的享樂性。

In this, starting from the point of view of the mood repair, to investigate the consumers of different sex in the What is the difference
between positive and negative mood state for the choice of the type of tourism and recreation. From a variety of mood repair and commodities hedonic literature can see that the consumer through the consumption of goods or services to improve a bad mood, this study lock tourism and recreation as a mood repair of goods, tourism and recreation type of dynamic or static both preferences included in the basis to judge the level of tourism and recreational enjoyment and try to use the mood-repair to explain tourism and recreation as the reason of the mood repair of goods.
Consumers for dynamic of static both individual preferences taken into account and found that the pleasure of tourism and recreation will indeed be affected by the preferences of individual consumers. The study found that individual preferences for dynamic or static, will directly affect the consumers of tourism and recreation hedonic level of feelings and therefore can not be summarized on the given dynamic (static) type has a higher hedonic.
A total recovery of 308 effective questionnaires, the use of fundamental analysis, T-test, chi-square test, variance analysis carried out
empirical analysis; results, male, female consumers in the choice of tourist
recreation type of is some difference of, such the results, said consumers need to use tourism and recreation conducted mood restoration, the gender
difference may also affect its tourism and recreation to choose. And under different mood states there is indeed a difference in the choice of the type of tourism and recreation by the empirical analysis. Finally, the study found that the type of original consumer preferences on tourism and recreation type there in preferences has a very high pleasure.

中文摘要 i
Abstract ii
目錄 iv
圖目錄 v
表目錄 vi
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第二章 文獻探討 3
第一節 心情修復理論 3
第二節 性別 8
第三節 觀光遊憩 12
第四節 享樂性 18
第三章 研究架構及假設 22
第一節 研究架構 22
第二節 研究假設 23
第三節 研究方法 24
第四章 實證分析 26
第一節 樣本描述 26
第二節 量表信度檢驗 29
第三節 卡方檢定 30
第四節 T 檢定 33
第五節 變項操弄檢定 34
第六節 假設驗證結果整理 35
第五章 結論與建議 37
第一節 研究發現 37
第二節 研究貢獻與未來研究 38
參考文獻 40
中文文獻 40
英文文獻 42
附錄一 實驗問卷 49
圖 1 研究架構圖 22
表1 人口分佈統計表 26
表2 年齡分佈統計表 27
表3 月收入分佈統計表 27
表4 學歷分佈統計表 28
表5 職業分佈統計表 28
表6 假設1-1 卡方檢定表 30
表7 假設1-2 卡方檢定表 30
表8 假設1-3 卡方檢定表 31
表9 假設2-1 卡方檢定表 31
表10 假設2-2 卡方檢定表 31
表11 假設2-3 卡方檢定表 32
表12 假設3 之成對樣本T檢定表 33
表13 正、負面心情操弄結果 34
表14 假設驗證結果 35

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