隨著高齡化時代的來臨,我國觀光局與旅行社因應趨勢針對銀髮族旅遊設計遊程與其相關政策。以適當的理論模型解釋銀髮族旅遊行為,將有助於提升銀髮旅遊之效益。本研究主要目的在於利用結構方程模型探討銀髮族行為之影響。 研究結果顯示外向性格僅對人際需求具正向影響。開放性格對安全需求、求知需求、人際需求皆具正向影響。認真性格對安全需求、人際需求具正向影響。親和性格對人際需求具正向影響。敏感性格對求知需求、人際需求具正向影響。影響銀髮族旅遊涉入的因素是求知需求與人際需求, 皆為正向影響。 在銀髮族行為方面,銀髮族在旅遊中多半是探索、體驗為主,其次才是人際交往,最後則是消費信任與購買物品。現在的銀髮族比起家庭,更重視自身的需要,因此在是否購買紀念品時,最先考慮的是自己是否需要,而非是否為家人、朋友購買,其次是由於對紀念品店家的消費信任不佳,以消費者的角度,當不信任賣家時,自然不會願意購買物品。
As the aged trend is coming, Tourism Bureau and travel agencies popularize senior journey. The purpose of this study was to use appropriate models to investigate senior travel behaviors; it would be helpful for the benefit of senior travel. Structural equation model was adopted to analysis the data. The research shows that extraversion trait only has a positive impact on interpersonal needs. Open trait has a positive impact on security needs, knowledge needs and interpersonal needs. Conscientious trait has a positive impact on security needs and interpersonal needs. Agreeable trait only has a positive impact on interpersonal needs. Neurotic trait has a positive impact on knowledge needs and interpersonal needs. In terms of senior travel behaviors, the main behavior is to explore and experience, and the next one is to interact with others. The last one is to trust the store and buy things. Seniors’ needs are more important than the needs of the family. So when they would like to buy something, they would think about themselves first. On the other hand, when the consumers don’t trust the store, they won’t buy anything. Seniors can’t trust the store so that it may result in low purchase intention.
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