臺灣博碩士論文加值系統

　　全球資訊網的發達以及旅遊觀念的變遷助長自助旅行成為國際旅遊持續的一個趨勢，惟仍鮮有針對自助旅行風險或價值進行相關的研究與探討。有鑑於此，本研究主要目的在探討自助旅行者動機、知覺風險與知覺價值，並延伸討論其降低風險策略及未來行為意圖等各項變數之重要因子及各變數相互間之關係。以便利抽樣方式針對台灣的海外自助旅行者進行問卷調查所得之311份有效結果進行特性分析，並應用統計學的因素分析、變異數分析、典型相關分析及迴歸分析等方式解析探討上述各變項間的關係，結果顯示自助旅行者旅遊動機與知覺風險、旅遊動機與知覺價值、知覺價值與知覺風險以及知覺風險與降低知覺風險策略兩兩變數間均具有顯著之相關性；而自助旅行者知覺風險及知覺價值對未來行為意圖也有顯著的影響。

　　Despite the fact of booming development of independent overseas travel business in recent years, seldom attentions were given to the study of the motivation, perceived values, and perceived risks of the travelers. This study aimed to extract those important factors that affect the above mentioned variables, and to analyze the correlations among the variables. The study used the results of 311 useful samples obtained from a questionnaire survey to Taiwanese independent overseas travelers. Major facors of the individual variables were extracted through factor analysis. And variable analysis, regression analysis and canonical correlation analysis were used to explore the correlations among the travel motivation, perceived risk, perceived value, and risk-reducing strategy. The result revealed that they are all closely correlated each other among them. The study also found that the perceived value and perceived risk of the travelers have a direct impact on travelers’ intentions of behavior.

目 錄
目錄 Ⅰ
表目錄 Ⅱ
圖目錄 Ⅲ
　
第一章緒論 1
1.1 研究動機與目的 1
1.2 研究範圍與對象 5
　
第二章文獻回顧 6
2.1 自助旅行 6
2.2 旅遊動機 13
2.3 知覺風險 16
2.4 降低風險之策略 22
2.5 知覺價值 25
2.6 行為意圖 28
　
第三章研究方法 31
3.1 研究架構 31
3.2 研究假設 32
3.3 問卷設計 32
3.4 抽樣方法 35
3.5 資料分析方法 36
3.6 研究限制 37
　
第四章 實證分析與結果 39
4.1 樣本基本資料分析 39
4.2 人口統計變項與旅遊行為特性差異分析 43
4.3 自助旅行動機、知覺風險與降低知覺風險策略、知覺價值之特性與因素分析 48
4.4 旅行動機、知覺風險與降低知覺風險策略、知覺價值與人口統 計變數、旅遊行為特性差異性分析 63
4.5 旅行動機、知覺風險與降低知覺風險策及知覺價值間典型相關分析 69
4.6 知覺價值、知覺風險與未來行為意圖之關係分析 80
　
第五章結論與建議 82
5.1 結論 82
5.2 研究管理策略意涵與建議 85
　
參考文獻 88
附錄 調查問卷 96
　
表目錄
表1-1 近年國人出國個別旅遊與團體旅遊狀況表2
表2-1 自助旅行定義彙整表 10
表2-2 海外自助旅行市場概況表 12
表2-3 海外自助旅行動機分類表 15
表2-4 觀光旅遊知覺風險相關研究彙整表21
表4-1 人口統計特性及旅遊行為特性分析表41
表4-2 未來行為意圖分析表42
表4-3 人口統計變項與自助旅行行為特性卡方檢定P值表43
表4-4 年齡與旅遊經驗交叉表44
表4-5 職業與旅遊經驗交叉表45
表4-6 月所得與旅遊經驗交叉表46
表4-7 婚姻狀況與同行類別交叉表47
表4-8 居住地區與旅遊經驗交叉表48
表4-9 海外自助旅行旅遊動機問項分析表49
表4-10 海外自助旅行旅遊動機因素分析表52
表4-11 海外自助旅行知覺價值問項分析表55
表4-12 海外自助旅行知覺價值因素分析表55
表4-13 海外自助旅行知覺風險問項分析表56
表4-14 知覺風險構面不確定性與後果之平均數與標準差57
表4-15 海外自助旅行知覺風險因素分析表59
表4-16 海外自助旅行降低知覺風險策略問項分析表60
表4-17 海外自助旅行降低知覺風險策略因素分析表 62

表4-18 旅遊動機與人口統計變項F值表63
表4-19 知覺價值與人口統計、旅遊行為特性變項F值表64
表4-20 知覺風險與人口統計、旅遊行為特性變項F值表 67
表4-21 降低知覺風險與人口統計變項F值表69
表4-22 旅遊動機與知覺價值典型相關分析摘要表71
表4-23 旅遊動機與知覺價值典型相關分析72
表4-24 旅遊動機與知覺風險典型相關分析摘要表 74
表4-25 旅遊動機與知覺風險典型相關分析分析74
表4-26 知覺風險與降低知覺風險策略典型相關分析摘要表 76
表4-27 知覺風險與降低知覺風險策略典型相關分析 77
表4-28 知覺風險與知覺價值典型相關分析摘要表 79
表4-29 知覺風險與知覺價值典型相關分析79
表4-30 推薦意願與知覺價值、知覺風險構面之迴歸分析80
表4-31 再遊意願與知覺價值、知覺風險構面之迴歸分析81
　
圖目錄
圖3-1 研究架構圖31
圖4-1 旅遊動機與知覺價值典型相關路徑圖 72
圖4-2 旅遊動機與知覺風險典型相關路徑圖 74
圖4-3 知覺風險與降低知覺風險策略典型相關路徑圖 77
圖4-4 知覺風險與知覺價值典型相關路徑圖 79

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