本研究目的在於瞭解銀髮族旅遊角色分類，瞭解銀髮族旅遊知覺風險狀況，及探究銀髮族旅遊角色與知覺風險之關係。以臺北市55歲以上各12區行政區服務之銀髮族志工為主要研究對象，問卷共發放495份，回收436份，刪除不適當填答問卷，有效問卷371份，問卷有效率為85.1%。問卷分成三部份：1. 基本資料。2. 旅遊角色量表：參考Jiang等人（2000）的旅遊角色量表，以「目的地為導向的面向」、「旅遊服務」、「社會接觸」三個構面來評估旅遊角色。3. 知覺風險量表：參考廖友吟（2003）六種旅遊風險種類：交通通訊風險、治安風險、住宿風險、衛生風險、旅遊景點風險、醫療救援風險。結果發現，以旅遊角色三個構面做集群分析，可分成三個集群：開放型、謹慎型、極度保守型。三種旅遊角色的集群，在六種旅遊知覺風險上，都有顯著的不同。大致上而言，極度保守型的銀髮族旅客，會試圖避免六種的知覺風險，尋求最安全的旅遊方式來進行旅遊。而開放型與謹慎型旅遊角色，兩者在知覺風險上則無大的差異。本研究結果可以讓旅行社在安排銀髮族之旅遊時，可有所依據。

The purpose of this study was to identify the categories of the tourist roles for seniors and to understand the perceived risk of senior travel while looking into its relationship between traveling role and its perceived risk. Participants were our senior volunteers over the age of 55 whose services are in the 12 administrative districts in Taipei City. There were 436 questionnaires collected and of which 371 were valid with an effective rate of 85.1%. There were three parts in this questionnaire: (1) Background data. (2). The tourist role scales is refer to Jiang et al (2000) tourist role scale. It assess tourist role in three dimensions: destination-oriented dimension, tourism service, and social contact. (3). The perceived risk scale: Based on Liao Youyin (2003) six tourism perceived risk class: transportation risk, security risk, accommodation risk, hygiene risk, risk of tourist attractions, accommodation risk, and medical rescue risk. Results showed a cluster analysis can divide participants into three groups: open group, caution group, and extremely conservative group. There were significant differences in three tourist role clusters and on the perceived risk of the six tourism classes. In general, extremely conservative senior visitors should try to avoid the perceived risk of the six classes seeking the safest way to travel for tourism. There is no big difference in the perceived risk for open and caution group. The results of this study can make travel arrangements when the seniors travel.

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 文獻回顧 3
第一節 銀髮族 3
第二節 旅遊角色 4
第三節 知覺風險 9
第四節 旅遊知覺風險 16
第三章 研究方法 21
第一節 研究架構及假設 21
第二節 研究對象 21
第三節 研究工具 21
第四節 資料收集程序 22
第五節 資料分析方法 22
第六節 研究倫理 22
第四章 研究結果 23
第一節 研究對象 23
第二節 研究工具 24
第三節 結果分析 26
第五章 研究結論與建議 31
參考文獻 32
附錄一、銀髮族旅遊角色與旅遊知覺風險之研究調查問卷 37

王大明、蔣宛修（2007）。臺灣不同生活型態銀髮族選擇國外旅遊產品之研究。開南大學主辦，臺灣觀光發展趨勢與行銷國際學術研討會，桃園縣。
王國欽（1995）。旅遊風險評估模式建立之研究-模糊多準則決策方法之應用（未出版碩士論文）。私立中國文化大學觀光事業研究所碩士論文，臺北。
王國欽、陳嘉隆、周淑惠（2002）。老年旅客旅遊行為之探討。觀光研究學報，8（2），101-113。
江佩洵（2006）。來華國際青年旅遊者之生活型態、旅遊類型以及旅遊風險認知對其旅遊滿意度影響之研究（未出版碩士論文）。銘傳大學觀光研究所，臺北。
行政院大陸委員會（1992）。大陸旅行風險評估之研究。臺北：同作者。
行政院大陸委員會（2000）。大陸旅行風險專案研究報告。臺北：同作者。
尚琪（1989）。銀髮族為旅遊市場創新機，突破雜誌，42（5），204-206。
林佳燕（2006）。交易成本對網路購買意願影響之研究（未出版之碩士論文）。國立臺北商業技術學院商學研究所碩士論文，臺北。
洪霈濃、翁廷碩、蔡進發、黃宗成（2003）。中高齡族群對退休安養型旅館需求之探究-以淡水潤福生活新象為例。觀光研究學報，9（2），67-84。
消費者文教基金會（1996）。大陸旅行風險評估之研究。臺北：同作者。
曹守輝（2011）。旅遊風險知覺、滿意度與重遊意願之研究－以金門馬祖居民利用小三通赴大陸旅遊為例（未出版之碩士論文）。銘傳大學觀光事業學系碩士在職專班碩士論文，臺北。
郭淑雲（2001）。消費者特性與網際網路購物意願關係之研究--以生鮮食品為例（未出版之碩士論文）。國立中興大學行銷學系碩士論文，臺中市。
陳勁甫、吳劍秋（2005）。銀髮族海外旅遊動機與市場區隔之研究。旅遊管理研究，5（1），1-16。
陳思倫（2002） 旅行業者對大陸旅行風險認知之研究。觀光研究學報，7（2），75-91。
陳昭明（1991）。觀光遊憩危險預警及安全管理系統觀念。遊憩區旅遊安全研討會，
黃智強（1999）。影響採用網路購物因素之研究－以網路書店為例（未出版之碩士論文）。國立中央大學資訊管理研究所碩士論文，桃園縣。
廖友吟（2003）。泰國全備旅遊產品使用者之旅行風險、觀光目的形象認知與旅遊型態、購後行為關係之研究（未出版碩士論文）。世新大學觀光研究所碩士論文，臺北。
劉純（2001）。旅遊心理學。臺北：揚智。
謝淑芬（2000）。消費者對旅遊風險知覺之研究。景文技術學院學報，11，187-198。
Alvarez, M., & Asugman, G. (2006). Explorers versus planners: A study of Turkish tourists. Annals of Tourism Research, 33(2), 319-338.
Baird, I. S., & Thomas, H. (1985). Toward a contingency model of strategic risk taking. The Academy of Management Review, 10(2), 230-243.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166-177.
Bauer, R. A. (1960). Dynamic Marketing for Changing World. Chicago: American Marketing Association.
Bello, D., & Etzel, M. (1985). The role of novelty in the pleasure travel experience. Journal of Travel Research, 24(1), 20-26.
Bettman, J. R. (1973). Perceived risk and its components: A model and empirical test. Journal of Marketing Research, 10, 184-190.
Blazey, M. A. (1992). Travel and retirement status. Annals of Tourism Research, 19(4), 771-783.
Brooker, G. (1984), “ An Assessment of an Expended Measure of Perceived Risk”, in Advances in Consumer Research, 11, ed. Thomas C. Kinnear, Urbana, IL : Association for Consumer Research, pp.439-441.
Cheron, E. J., & Ritchie, J. R. (1982). Leisure activities and perceived risk. Journal of Leisure Research, 14(2), 139-154.
Cohen, E. (1972). Toward a Sociology of International Tourism. Social Research, 39(1), 164-182.
Cook, R. A., Yale, L. J., & Marqua, J. J. (2006). Tourism: The business of travel. New Jersey, NM: Prentice Hall.
Cox, D. F. (1967). Risk-Taking and Information-Handle in Consumer Behavior. Boston: Harvard University Press.
Cunningham, S. M. (1967). Risk Taking and Information Handling in Consumer Behavior. Boston: Harvard University Press.
Dowling G. R., & Staelin, R. (1994). A model of perceived risk and intended risk-handling activity. Journal of Customer Research, 21, 119-134.
Dowling, G. R. (1986). Perceived risk: The concept and its measurement. Psychology and Marketing, 3(3), 193-210.
Erikson, E. H. (1997).The life cycle completed. New York:Norton.
Foo, J.-A., McGuiggan, R., & Yiannakis, A. (2004). Roles tourists play: An Australian Perspective. Annals of Tourism Research, 31(2), 408-427.
Gibson, H., & Yiannakis, A. (2002). Tourist roles: Needs and the lifecourse. Annals of Tourism Research, 29(2), 358-383.
Griffith, D. A., & Albanese, P. J. (1996). An examination of Plog's psychographic travel model within. Journal of Travel Research, 34(4), 47-51.
Hawes, D. K. (1988). Travel-related lifestyle profiles of order women. Journal of Travel Research, 27(2), 22-32.
Ho, S. H. (2008). Survival analysis of living arrangements and health care utilization in terms of total mortality among the middle aged and elderly in Taiwan. The Journal of Nursing Research, 16(2), 160-168.
Hsu, T. H., & Lin, L. Z. (2006). Using fuzzy set theoretic techniques to analyze travel risk: An empirical study. Tourism Management, 27(5), 968-981.
Huang, L., & Tsai, H. T. (2003). The study of senior traveler behavior in Taiwan. Tourism Management, 24(5), 561-574.
Jacoby, J. and Kaplan, L. (1972). The components of perceived risk, in M. Venkatesan (Ed.), Proceedings, 3rd Annual Conference, Chicago: Association for Consumer Research, pp. 382-393.
Janke, M., Davey, A., & Kleiber, D. (2006). Modeling change in older adults’ leisure　activities. Leisure Science, 28, 285-303.
Jiang, J., Havitz, M. E., & O’Brien, R. M. (2000). Validating the international tourist role scale. Annals of Tourism Research, 27(4), 964-981.
Keng, K. A., & Chang, J. L. (1999). Determining tourist role typologies: An exploratory study of Singapore vacationers. Journal of Travel Research, 37(4), 382-390.
Lazer, W. (1985). Inside the mature market. Overland Park, KS: American Demographic.
Linden, F. (1986). The $800 billion market. American Demographics, 8(2), 5-6.
Lindley, D. V. (1973). Making Decisions, John Wiley: London.
Loudon, D. L., & Bitta, A. J. (1993). Consumer behavior: Concept and applications. NY: McGraw-Hill.Murray.
Mathur, A., Sherman, E., & Schiffman, L. (1998). Opportunities for marketing service to new-age elderly. The Journal of Service Marketing, 12(4), 265-277.
Milman, A. (1998). The impact of tourism and travel experience on senior travelers’ psychological well-being. Journal of Travel Research, 37(12), 166-170.
Mitchell, V. W. (1992). Understanding consumers’ behavior: Can perceived risk theory help ?. Management Decision, 30, 26-31.
Mo, C. M., Howard, D. R., & Havitz, M. (1993). Testing on international tourist role typology. Annals of Tourism Research, 19(4), 732-751.
Moutinho, L. (1987). Consumer behavior in tourism. European Journal of Marketing, 21(10), 3-44.
Murray, K. B., & Schlacter, J. L. (1990). The impact of services versus goods on consumers’ assessment of perceived risk and variability. Journal of the Academy of Marketing Science, 18(1), 51-65.
Perry, M. and Hamm, B. (1969) “Canonical analysis of relations between socioeconomic risk and personal influence in purchase decisions,” Journal of Marketing Research, Vol. 6, pp. 351-354.
Peter, J. P., & Lawerence T. (1975). A comparative analysis of three consumer strategies. Journal of Consumer Research, 2, 29-37.
Plog, S. C. (1974). Why destination areas rise and fall in popularity. The Cornell Hotel and Restaurant Administration Quarterly, 14(4),55-58.
Plog, S. C. (1990). A carpenter's tools: An answer to Stephen L. J. Smith's review of psychocentrism/allocentrism. Journal of Travel Research, 28(4), 43-45.
Plog, S. C. (1991). A carpenter's tools re-visited: Measuring allocentrism and psychocentrism properly…The first time. Journal of Travel Research, 29(4), 51.
Roehl, W. S., & Fesenmaier, D. R. (1992). Risk perception and pleasure travel: Aexploratory analysis. Journal of Travel Research, 30(4), 17-26.
Roselius, T. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35, 56-61.
Schiffman, L. G., & Sherman, E. (1991). The value orientation of new-age elderly: The coming of an ageless market. Journal of Business Research, 22 (2), 187-194.
Schmidt, J. B., & Spreng, R. A. (1996). A Proposed Model of External Consumer Information Search. Journal of the Academy of Marketing Science, 24(3), 246-256.
Seelig, P. (1986). Muppie market. Incentive Marketing, 160, 34-36.
Settle, R. B., & Alreck, P. (1989). Reducing buyers' sense of risk. Marketing Communications. (January), 34-40.
Shoemaker, S. (1989). Segmentation of the senior pleasure travel market. Journal of Travel Research, 27(3), 14-21.
Sonmez, S. F., & Graefe, A. R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of Travel Research, 37(2), 171-177.
Sonmez, S. F., & Graefe, A. R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of Travel Research, 37(2), 171-177.
Spence, H. E., Engel, J. F., & Blackwell, R. D. (1970). Perceived risk in mail order and retail store buying. Journal of Marketing Research, 7, 364-369.
Srinivasan, N.. & Ratchford, B. T. (1991). An empirical test of a model of external search for automobiles. Journal of Consumer Research, 18, 233-242.
Stone, R. N., & Gronhaug, K. (1993). Perceived risk: Futher considerations for the marketing discipline. European Journal of Marketing, 27, 39-50.
Supernaw, S. (1985). Battle for the gray market. In Travel and Tourism Research Association (chair), The battle for market share: Strategic in research and marketing, proceedings of the sixteenth annual conference (pp. 287-290), University of Utah.
Trimpop, R. M., Kerr, J. H., & Kirkcaldy, B. (1998). Comparing personality constructs of risk-taking behavior. Personality and 91Individual Differences, 26(2), 237-254.
Tsaur S. H., Tzeng G. H., & Wang. K. C. (1997). Evaluating tourist risk from fuzzy perspectives. Annals of Tourism Research, 24(4), 796-812.
Whitford, M. (1998). Market in motion. Hotel and Motel Management. 213(7), 41-43.
Woodside, A. G. (1968). Group influence and consumer risk taking : An experimental study. Unpublished Doctoral Dissertation The Pennsylvania State University.
Yiannakis, A., & Gibson, H. (1992). Roles tourists play. Annals of Tourism Research, 19(2), 287-303.
Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. Marketing of Services, 9(1), 25-32.
Zikmund Z., & Scott, J. L. (1973). A factor analysis of the multi-dimensional nature of perceived risk. Proceedings of the Southern Marketing Association, Houston, Tex, Southern Marketing Association, 207-232.