臺灣博碩士論文加值系統

隨著全球人口結構改變，老年化已是社會普遍現象，根據中華民國統計月報之人口統計資料顯示，截至民國八十八年底止，台閩地區50歲以上人口數為四百四十二萬九千餘人，佔總人口數20%，以往將時間與金錢投注於家庭的老年人，隨著孩子們的獨立，其可支配的金錢與時間漸漸增加，研究顯示美國老年人退休後，最想做的就是旅遊(travel)。
本研究旨在探討參加團體旅遊之老年旅客決策影響力，以及社經特性及旅遊特性所造成之決策影響力差異為何。研究目的包括：1.探討家庭成員及他人在主決策及次決策之影響情形；2.探討社經特性不同在決策影響力之差異情形；3.探討旅遊特性不同在決策影響力之差異情形。
本研究主要結果有三：1.家庭成員及他人在主決策之影響力上僅有資訊收集與最後決策階段有顯著性差異，家庭成員及他人在次決策影響力上均有顯著性差異；2.老年旅客因家庭月所得、婚姻狀況、性別、個人月所得、教育程度等五項社經特性不同，其決策影響力有顯著性差異；3.老年旅客因出國頻次、由誰支付團費、同行人數等三項旅遊特性不同，其決策影響力有顯著性差異。本研究結果提供給對團體旅遊有興趣的行銷人員作為參考。

The population of seniors is growing rapidly. Family decision-making re-search has frequently examined role relationship between husbands and wives across stages and subdecisions. In contrast to previous research this study ex-amines how different roles’ influences vary over the decision-making stages while the senior tourist participate in the group package tour. A total of 293 Taiwan senior tourists, 50 years age or older, in the GPT were surveyed and asked to indicate the amount of influence each family members and the others’ had.
Results showed that husband tend to have the most influence in the final purchase, and one interesting finding is that others exhibit the highest degree of influence in the information search stage. Besides, the husband shows more in-fluence in 9 subdecisions and as family income level rises, there is a rise in the likelihood of husband dominating with respect to the GPT. Finally, implications for tourism marketers and areas for future research are discussed.

中文摘要　．．．．．．．．．．．．．．．．．．．．．iii
英文摘要　．．．．．．．．．．．．．．．．．．．．．iv
誌謝辭　　．．．．．．．．．．．．．．．．．．．．．v
內容目錄　．．．．．．．．．．．．．．．．．．．．．vi
表目錄　　．．．．．．．．．．．．．．．．．．．．．viii
圖目錄　　．．．．．．．．．．．．．．．．．．．．．ix
第一章　　緒論．．．．．．．．．．．．．．．．．．．1
　　第一節　　研究背景．．．．．．．．．．．．．．．1
　　第二節　　研究問題．．．．．．．．．．．．．．．2
　　第三節　　研究目的．．．．．．．．．．．．．．．5
　　第四節　　研究流程．．．．．．．．．．．．．．．6
第二章　　文獻回顧．．．．．．．．．．．．．．．．．7
　　第一節　　團體旅遊．．．．．．．．．．．．．．．7
　　第二節　　老年人旅遊．．．．．．．．．．．．．．8
　　第三節　　決策過程．．．．．．．．．．．．．．．10
　　第四節　　家庭成員影響力．．．．．．．．．．．．13
第三章　　研究方法．．．．．．．．．．．．．．．．．15
　　第一節　　研究架構．．．．．．．．．．．．．．．15
　　第二節　　變數之操作性定義．．．．．．．．．．．16
　　第三節　　研究假設．．．．．．．．．．．．．．．17
　　第四節　　問卷設計．．．．．．．．．．．．．．．23
　　第五節　　抽樣設計．．．．．．．．．．．．．．．25
　　第六節　　統計分析方法．．．．．．．．．．．．．25
第四章　　資料處理與分析．．．．．．．．．．．．．．26
　　第一節　　回收樣本特性分析．．．．．．．．．．．26
　　第二節　　主決策與次決策分析．．．．．．．．．．30
　　第三節　　社經特性在決策過程上之差異分析．．．．34
　　第四節　　旅遊特性在決策過程上之差異分析．．．．41
第五章　　結論與建議．．．．．．．．．．．．．．．．46
　　第一節　　研究結論與建議．．．．．．．．．．．．46
　　第二節　　研究限制．．．．．．．．．．．．．．．49
　　第三節　　後續研究建議．．．．．．．．．．．．．49
參考文獻　．．．．．．．．．．．．．．．．．．．．．50
附錄　　研究問卷．．．．．．．．．．．．．．．．．．61

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