- 期刊
遊客渡假生活型態與休閒消費行為之初探－以墾丁地區遊客為例
A Preliminary Study on the Vacation Lifestyle and Its Consumer behavior-A Case Study of Kenting's Travelers
摘要
目前社會科學研究領域，常有研究者將生活型態(life style)概念納入研究架構，反觀國內相關研究仍極為少見利用生活型態來有系統地探討消費者休閒渡假行為，因此，乃引發本研究嘗試以墾丁地區遊客為例，探討一般遊客渡假生活型態對其休閒消費行為的影響。本研究所使用的研究工具主要參酌國內外相關量表與文獻，歷經多次討論與修訂，遂於2000年暑假期間初步完成一套由55個題項所構成的「台灣本土化渡假生活型態量表」，同年9-10間並至墾丁地區實地訪問當天遊客，以方便抽樣方式，總計訪問384遊客，獲得333份有效問卷。根據因素分析結果，可將量表精簡成七個構面及22題項，經由研究顯示渡假生活型態可以明顯提高預測模型的解釋力，能夠有效解釋渡假次數多寡與渡假住宿費用高低，顯示渡假生活型態對於休閒消費行為具有預測效度。研究指出渡假生活型態亦具有中介影響效果，亦即遊客個人特性對於休閒消費行為的影響，不完全是個人特性的直接影響效果，還有一部份是透過渡假生活型態的間接效果。作者建議此一研究結果，可做為後續建構一個穩固的台灣本土化渡假生活型態量表的基礎，以有效預測遊客的消費行為。
並列摘要
Concepts and researches of lifestyle have beat widely discussed in the social scientific literature. Quit a few researches on constructing useful vacation lifestyle scales have been conducted by European and American researchers. However there are few studies on vacation lifestyles in Taiwan. The purpose of this preliminary study was to examine the intervening impact of vacation lifestyle on consumer behavior. The ex ante scale comprising 55 items are tested by a sample of the Kenting's Travelers during September and October in 2000 and then modified. According to this preliminary study, a 22-statement, 7-factor dimension of vacation lifestyle structure was built Regression analysis shows that most of these dimensions hold good predictive and constructive validities. The uses of vacation lifestyle as predict criteria are shown that could explain more observed behavioral variation than demographic variables. According to this study, the intervening effects of vacation lifestyle on traveler's behavior are also described. A follow-up study is suggested in order to predict effectively Taiwan travelers' behavior and to confirm the factor structure and statement of vacation lifestyle scale.