中高齡族群消費特性、涉入程度與消費決策 之研究—以旅遊活動為例

The Study of the Elderly Characteristics, Involvement Degree and Decision-Making : A Case Study of Tourism

柏佩妤(Pei-Yu Po)

指導教授 ： 廖本哲

中原大學/商學院/企業管理研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600244

摘要

近年來，國人因生活條件與水準的提高，對於參加旅遊活動的意願與消費金額也逐漸增加，使得觀光商機不斷。行政院主計處調查，50-64歲銀髮族參加旅遊比例約21.4%，65歲以上老人則占15.1%，且有逐年增加的趨勢。本研究旨在探討中高齡族群之旅遊動機、消費者涉入程度、旅遊產品涉入程度、旅遊決策，以及人口統計變數在涉入程度與旅遊決策中所產生的干擾效果。
本研究針對國內45歲以上之中高齡族群為樣本，經問卷調查搜集150份有效問卷，以探討年齡因素影響消費涉入與消費決策之干擾情形。研究結果顯示：中高齡族群之旅遊動機對涉入程度有部份正向顯著影響；旅遊動機對旅遊決策有部份正向顯著影響；涉入程度對旅遊決策有部份正向顯著影響。在年齡因素對涉入程度與旅遊決策之干擾情形，結果顯示中齡族群與高齡族群之皆為部份顯著相關；中齡族群在旅遊決策下只有旅行成員之子構面未達顯著相關；高齡族群在旅遊決策下，旅遊成員、旅行天數與再次出遊意願之子構面皆未達顯著相關。顯示高齡族群相較中齡族群之消費者，受到體能或是經濟能力之限制，對於旅遊活動的涉入與決策皆較為保守。
因此，在瞭解中高齡族群在旅遊活動之涉入與決策行為中之差異，可以提供國內旅遊業者相關建議：針對中齡族群可規劃適合全家大小參與的產品，在高齡族群可設計較為慢活、體驗的旅遊產品，以維持旅遊產業之活絡與競爭優勢。

關鍵字

消費特性 ； 涉入程度 ； 消費決策 ； 中高齡

並列摘要

In recent years, the living conditions and standard is getting better, for willingness to participate in tourism activities and the amount of consumption is also increasing, warm up the tourism market.
According to the DGBAS survey, the ratio of 56-60 years old people participate in travel is about 21.4%, the age more than 65 years old accounted for 15.1%, and there is increasing gradually. The purpose of this research is to confirm how tourist motivations, involvement degree, tourism involvement degree and travel decision of elderly people, and how it interference between involvement and travel decision.
This research is studyed the age impact in relation with the Middle-aged and Elder group over 45 years old peoples’ consumption involvement and decision making influences by 150 copies recovery valid questionnaires. The result is as followings: The travel motivation of middle-aged and elder people's involvement has partially positive profound effect；The travel motivation in travel decision-making has partially profound effect；The involvement degree in the travel decision-making has partially positive profound effect. The impact circumstance of the age’s factor in travel involvement degree and decision-making reveals that the middle-aged and elder group has the partially profound significant correlation.；In decision-making aspect of middle-aged people's group, the sub facet of travel members do not reach the profound significant correlation.；In the decision making aspect of elder people's group, the sub facets of travel members、travel days and re-travel willing do not reach the profound significant correlation. These resaults reveal that the elder people tends conservation in the limitation of physical and econimy in comparison with the middle-aged people's group.
Therefore, in the realization of difference between middle-aged and elder people's travel activity involvement and decision-making could provide relative suggestion to the domestic tourist industry：Planning the suitable travel products for family including the middle-aged people could participate. Designing slow living and experience travel products for elder people maintain the active and competive dominance of travel industry

並列關鍵字

Characteristics ； Involvement Degree ； Decision-Making ； Elderly

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