從心理帳戶探討台灣大專院校教師之海外旅遊行為

Mental Accounting Approach of Outbound Travel Behavior of Taiwan Teachers in College and University

王素惠(Su-Hui Wang) ； 蔡善芳(San-Fang Tsai)

《經營管理論叢》 2007特刊 (2007/12) Pp. 1-19

https://doi.org/10.6872/OMR.200712/SP.0001

摘要

隨著全球化迅速發展的腳步，跨國界的觀光旅遊趨勢日益蓬勃。為了提升生活品質，出國旅遊在國內已蔚成風氣。民國九十五年度出國人數為867萬人，出國旅遊總支出達新台幣2,600億元；其中以觀光、遊憩和度假為目的者佔50％以上。Shaw＆Williams（1994）指出：可自由支配的收入、空閒時間及個人對旅遊的渴望是決定個人旅遊的三個主要因素。教師除了有穩定的收入外，寒暑假期間也多了可自由支配的空閒時間，而教師承受本身專業工作所面臨的變化及壓力，需要紓解與調劑生活的緊張，因此對旅遊的強烈渴望也並不亞於其他的從業人員。根據Thaler（1985）心理帳戶（Mental Accounting）的原則指出，人們在面對收入來源、收入支出及帳戶核算頻率等事件時，其心中將會設置的不同心理帳戶來產生決策行為及反應。當消費者運用不同的心理帳戶做消費時，其個人行為及反應是不盡相同的。本研究以大專院校教師選擇不同旅遊行為模式的情感反應來探討。利用二個經濟學理論的觀點：生命循環週期假說（Life Cycle Hypothesis; LCH）、行為生命循環週期假說（Behavioral Life Cycle Hypothesis; BLCH）來進行教師族群的消費態度是否趨於理性或有限理性。

關鍵字

心理帳戶 ； 生命循環週期假說行為 ； 生命循環週期假說

並列摘要

The transnational sightseeing traveling is day by day vigorous arises along with globalization and aerospace science and technology footsteps. In order to promote the life quality, the majority people will travel regard as the use free time or achieve one of the life style leisure goals. To have the income, the idle time and a person which may control freely to the traveling hope are decide individual traveling three primary factors (Shaw and Williams, 1994). The teachers besides have stable income, winter & summer vacation period which has been possible to control freely idle time, they withstand the change and the pressure which the itself specialized work faces and need to relieve with the anxiety which regulates one's life. Therefore teachers also are not inferior to other jobholders to the traveling intense hope. According to Thaler (1985) the principle of Mental Accounting pointed out when people face different source of income, income disbursement and account calculation frequency, in their heart will be able to establish the different mental account and then will have the policy-making behavior and the response. In other words; the consumer establishes two sources of income the mental account is' which gains laboriously 'and 'unexpected fortune' respectively. This research chooses the different traveling behavior patterns by the universities, colleges and institutes teacher the emotion response to discuss. Using two economic theory viewpoint: Life Cycle Hypothesis; LCH and Behavioral Life Cycle Hypothesis; BLCH carries on the teacher tribal grouping tribal the expense manner whether tends to the rationality or the limited rationality.

並列關鍵字

Mental Accounting ； Life Cycle Hypothesis ； Behavioral Life Cycle Hypothesis