旅遊動機、人格特質和知覺風險對海外自助旅遊意願之影響

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文 > Item 987654321/24297

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題名:	旅遊動機、人格特質和知覺風險對海外自助旅遊意願之影響
其他題名:	Exploring the Effects of Travel Motivation, Personality Traits and Perceived Risk on Travel Intention Towards Overseas Independent Travel
作者:	饒婉儀 Jao, Wan-I
貢獻者:	文化創意事業管理學系文創行銷碩士班黃昱凱 Yu-Kai Huang
關鍵詞:	旅遊意願;自助旅遊;知覺風險;人格特質;旅遊動機 Independent Travel;Travel Intention;Perceived Risk;Personality Traits;Travel Motivation
日期:	2016
上傳時間:	2016-10-21 15:27:20 (UTC+8)
摘要:	知覺風險一直是影響消費者行為的重要變數，可惜在自主旅遊相關研究中卻往往被忽略，因此本研究以知覺風險為研究變數，並加入人格特質及旅遊動機等因子，探討這些因素對海外自助旅遊意願之影響。調查樣本以彰化縣國小教師為對象，共回收有效問卷285份，統計分析的結果發現：1.教師的個人背景在旅遊動機及人格特質上具有統計上的顯著差異性，而教師的個人背景與知覺風險則無顯著差異；其中，教師在「學習/體驗文化」與「逃避和尋求刺激/冒險」的動機最為強烈，在「親和」的人格特質上則最為明顯。2.不同年齡在「學習/體驗文化」動機與「逃避和尋求刺激/冒險」動機有顯著差異；其中，40歲以下之教師，其「學習/體驗文化」動機與「逃避和尋求刺激/冒險」動機較41至65歲之教師來得強烈；而未婚和已婚沒小孩的教師在「學習/體驗文化」動機上比已婚有小孩之教師更強烈；至於在人格特質方面，不同年齡在「親和」特質上有顯著性差異，其中，51-65歲教師在「親和」的人格特質顯著大於31-40歲之教師。3.旅遊動機、知覺風險和人格特質對海外自助旅遊意願有顯著性差異；其中，「學習/體驗文化」動機、「社交/娛樂」動機、「逃避和尋求刺激/冒險」動機、「自身」風險的知覺及「心胸開放」特質對海外自助旅遊意願有顯著正向的影響。　　Perceived risk has been a vital factor that influences consumer behavior. However, relatively little attention has been paid to perceived risk in the studies on independent travel. Therefore, based on the study variable of perceived risk and other factors like personality traits and travel motivation, this study aims to explore the effects of these factors on travel intention towards overseas independent travel. A questionnaire about this issue is devised by the researcher and distributed to elementary school teachers in Changhua County and the returned valid questionnaires number 285. The results of the statistical analysis are as follows.　　First, taking the teachers’ personal backgrounds into consideration, there are statistically significant differences in travel motivation and personality traits while there are no significant differences in perceived risk. The teachers show the strongest motivation towards “learning /experiencing cultures” and “avoiding and seeking excitement /adventure.” Besides, the most obvious personality trait of the teachers is “being easygoing.” 　　Second, considering the ages of the teachers, there are significant differences in the motivation toward “learning /experiencing cultures” and “avoiding and seeking excitement /adventure.” The teachers under the age of 40 show stronger motivation towards “learning /experiencing cultures” and “avoiding and seeking excitement /adventure” than those aged between 41 and 65. Furthermore, the teachers who are unmarried and married without children show stronger motivation towards “learning /experiencing cultures” than those married with children. As for personality traits of the teachers of different ages, there are significant differences in “being easygoing.” The teachers aged between 51 and 65 are significantly more easygoing than those aged between 31 and 40. 　　Third, travel motivation, personality traits and perceived risk all have significant effects on travel intention towards overseas independent travel. Among them, the motivation towards “learning/experiencing cultures,” “social interaction/ entertainment,” and “avoiding and seeking excitement /adventure,” the self-perceived risk and the personality trait of “being open-minded” have significantly positive effects on travel intention towards overseas independent travel.
顯示於類別:	[文化創意事業管理學系] 博碩士論文

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