第五章、 結論與建議
第四節 研究限制與未來發展
本研究透過網路問卷的發放以增加樣本多樣化，但礙於時間和成本上的限 制，樣本多以學生族群為主，未來若能增加有工作之社會人士樣本，更能將研究 結果推估至整個母體。
二、橫斷面之研究
本研究基於人力、物力及時間的限制下，進行橫斷面研究，但消費者在進行 旅遊決策時，會隨著時間受到不同的影響而改變，故未來研究可考慮以縱斷面方 式加以探討。
三、加入外在因素探討
本研究根據實踐意圖理論，個人行動的執行是一種心理的計劃流程，因而提 出個人內在因素影響的旅遊動機進行探討。然而，影響個人決定旅遊與否，外在 環境因素，仍有可能會有影響。例如，他人的推薦或口碑，可能會影響個人是否 旅遊的外在影響因子。另一方面，外在的旅遊風險可能會降低旅遊的可能性，或 是旅遊資訊過多，是否會因為資訊過再而影響旅遊決策，以負向因子探討對旅遊 決策的影響。
四、它種意圖之探討
旅遊資訊的蒐集能夠瞭解並降低對旅遊地點的未知性，對於個人的旅遊行動
的確有重要幫助，使得個人願意花費心力在旅遊行動上。然而，在旅遊之前，仍 有許多準備工作，因此有效的實踐意圖不只一種。後續研究或許能找出其它幫助 旅遊行動執行的實踐意圖加以探討；舉例來說安排旅遊行程之意圖，對於最終旅 遊行動，是否能有效被執行，可以納入研究考量。
參考文獻
1. 天下雜誌 (2008)，新經濟啟動大觀光潮，天下雜誌。
2. 王曉晴 (2004)，101 個環遊世界的工作，Cheers 雜誌。
3. 林威呈 (2001)，台灣地區休閒農場假日遊客旅遊行為之研究，國立中山大 學企業管理研究所碩士論文。
4. 波 仕 特 線 上 市 調 (2009) ， 出 國 旅 遊 ， 半 自 助 旅 遊 最 受 歡 迎 。 http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=264
5. 波仕特線上市調 (2009)，年長者遊日本，質感重於價格，波仕特線上市調。
http://www.pollster.com.tw/report/312/index.htm
6. 波仕特線上市調 (2009)，近九成網友會嘗試部落客推薦的產品，波仕特線 上市調。http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=582 7. 徐國全 (2008)，新社地區遊客參與農業旅遊動機、休閒效益 對重遊意願關
係之研究。朝陽科技大學休閒事業管理系碩士論文。
8. 陳建豪 (2008)，台灣旅遊大調查特別企劃，遠見雜誌。
9. 創市際市場研究顧問 (2005)，九成網友愛旅遊 旅行偏好自己來，創市際 市場研究顧問。http://www.insightxplorer.com/news/news_11_22_05.html 10. 程鏡明 (2008)， 理想大地春節鉅獻「極品金華」，享受頂級品味旅程，工
商時報。
http://marketing.chinatimes.com/ItemDetailPage/SearchResult/05SearchResultC ontent.asp?Keyword=旅行&MMContentNoID=48218
11. 程韻璇 (2009) ，近 6 成上班族憂鬱恐生心病，最愛旅行紓壓，中央社。
http://n.yam.com/cna/fn/200911/20091109580765.html
12. 數 位 時 代 (2008) ， BBS 魅 力 不 減 PTT 創 站 十 三 週 年 ， 數 位 時 代 。 http://www.bnext.com.tw/article/view/cid/0/id/1089
13. 羅之盈 (2010)，【2010 百大網站】社群回溫，帶動台灣網路產業 6 大趨勢，
數位時代。http://www.bnext.com.tw/article/view/cid/0/id/14077
14. 觀光局 (2008)，中華民國 97 年國人旅遊狀況調查報告，交通部觀光局。
15. Aarts, H., Dijksterhuis, A., & Midden, C. (1999). To plan or not to plan? Goal achievement or interrupting the performance of mundane behaviors. European Journal of Social Psychology , 29, pp. 971-979.
16. Acharya, R. N., Paudel, K. P., & Hatch, U. L. (2009). Impact of nostalgia and past experience on recreational demand for wilderness. Applied Economics Letters , 16, pp. 449–453.
17. Achtziger, A., Gollwitzer, P. M., & Sheeran, P. (2008). Implementation intentions and shielding goal striving from unwanted thoughts and feelings. Personality and Social Psychology Bulletin , 34, pp. 381-393.
18. Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J.
Kuhl & J. Beckman (Eds.), Action-control: From cognition to behavior. (pp. 11- 39). Heidelberg: Springer.
19. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior And Human Decision Processes , 50, pp. 179-211.
20. Ajzen, I. (2002a). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology , 32, pp. 665-683.
21. Ajzen, I. (2002b). Constructing a TpB Questionnaire: Conceptual and Methodological Considerations.
http://www.people.umass.edu/aizen/pdf/tpb.measurement.pdf
22. Ajzen, I. & Czasch, C., & Flood, M. G. (2009). From Intentions to Behavior:
Implementation Intention, Commitment, and Conscientiousness. Journal of Applied Social Psychology, 39(6), pp. 1356–1372.
23. Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs: NJ: Prentice-Hall.
24. Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research , 20, pp.
644-656.
25. Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change.
Psychological Review , 84 (2), pp. 191-215.
26. Bandura, A. (1991). Social cognitive theory of self-regulation. Organizational Behavior and Human Decision Processes , 50, pp. 248-187.
27. Bandura, A. (1999). A social cognitive theory of personality. New York: Guilford Publications.
28. Bandura, A., Adams, N. E., Hardy, A. B., & Howeils, G. N. (1980). Tests of the generality of self-efficacy theory. Cognitive Therapy and Research, , 4 (1), pp.
39-66 .
29. Bargeman, B., & Poel, H. v. (2006). The role of routines in the vacation decision-making process of Dutch vacationers. Tourism Management , 27, pp.
707–720.
30. Basala, S. L., & Klenosky, D. B. (2001). Travel-style preferences for visiting a novel destination: a conjoint investigation across the novelty-familiarity continuum. Journal of Travel Research , 40 (2), pp. 172-182.
31. Bassellier, G., & Benbasat, I. (2004). Business competence of information technology professionals: Conceptual development and influence on IT-Business partnerships. MISQuarterly , 28 (4), pp. 673-694.
32. Bello, D. C., & Etzel, M. J. (1985). The role of novelty in the pleasure travel experience. Journal of Travel Research , 24 (1), pp. 20-26.
33. Bevins, R. A. (2001). Novelty seeking and reward: implications for the study of high-risk behaviors. Current Directions in Psychological Science , 10 (6), pp.
189-193.
34. Bigné, J. E., & Andreu, L. (2004). Emotions in segmentation an empirical study.
Annals of Tourism Research, , 31 (3), pp. 682-696.
35. Chin, W. W. (1998). The partial least squares approach to structural equation . G.A. (Ed.). Modern Business Research Methods. Mahwah, New Jersey:
Lawrence Erlabaum Associates.
36. Churchill, G. A. (1979). Marketing research: methodological foundations.
Thomson South-Western Publishers.
37. Collins, K. A. (2007). Motive importance based on trip outcome, experience level, and group type related to whitewater paddling on the nantahala river.
Master of Science in the School of Health, Physical Education, and Recreation.
Indiana University, Bloomington.
38. Compeau, D., Higgins, C. A., & Huff, S. (1999). Social cognitive theory and individual reactions to computing technology: a longitudinal study. MIS Quarterly , 23 (2), pp. 145-158.
39. Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research , 6 (4), pp. 408-424.
40. Crompton, J., & Lee, T.-H. (1992). Measuring novelty seeking in tourism.
Annals of Tourism Research , 19, pp. 732-751.
41. Currie, R. R. (1997). A pleasure-tourism behaviors framework. Annals of Tourism Research, , 24 (4), pp. 884-897.
42. Decrop, A., & Snelders, D. (2005). A grounded typology of vacation decision-making. Tourism Management , pp. 121–132.
43. Dholakia, U. M., & Bagozzi, R. P. (2002). Mustering motivation to enact decisions: How decision process characteristics influence goal realization.
Journal of Behavioral Decision Making , 15 (3), pp. 167-188.
44. Duman, T., & Mattila, A. S. (2005). The role of affective factors on perceived
cruise vacation value. Tourism Management , 26, pp. 311–323.
45. Engel,F.J., Miniard,W.P.l, & Blackwell,D.R. (2006). Consumer behavior. Mason, Ohio: Thomson Business and Economics.
46. Falk, R., & Miller, N. B. (1992). A Primer for Soft Modeling. Akron, OH:
University of Akron Press.
47. Fodness, D., & Murray, B. (1997). Tourist information search. Annals of Tourism Research, 24(3) , pp. 503-523.
48. Fornell, C. (1982). A second generation of multivariate analyses: measurement and evaluation . New York: Praeger Publishers .
49. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variable variables and measurement error. Journal of Marketing Research , 18 (1), pp. 39-50.
50. Gollwitzer, P. M. (1990). Action phases and mind-sets. In E. T. Higgins & R. M.
Sorrentino (Eds.), The handbook of motivation and cognition: Foundations of social behavior (Vol. 2, pp. 53-92). New York: Guilford Press.
51. Gollwitzer, P. M. (1999). Implementation intentions: strong effects of simple plans. American Psychologist , 54 (7), pp. 493-503.
52. Gollwitzer, P. M., & Sheeran, P. (2008). Implementation intentions. In health behavior constructs: theory, measurement and research. Cancer control and population sciences . National Institutes of Health: National Cancer Institute.
53. Gollwitzer, P. M., & Sheeran, P. (2009). Self-regulation of consumer decision making and behavior: The role of implementation intentions. Journal of Consumer Psychology , 19, pp. 593–607.
54. Goossens, C. (2000). Tourism information and pleasure motivation. Annals of Tourism Research , 27 (2), pp. 301-321.
55. Hair, J. F., Tatham, R. L., Anderson, R. E., & Black, W. (1998). Multivariate
Data Analysis 5th. Prentice Hall.
56. Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce , 8 (2), pp. 51–74.
57. Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research , 7, pp. 283-295.
58. Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of Marketing , 46, pp. 92-101.
59. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: consumer fantasies, feeiings, and fun. Journal of Consumer Research , 9, pp. 132-140.
60. Horst, R. S. (2003). Recreational travel behavior from an information processing perspective. (p. Annual Meeting of the Transport Research Board). Washington.
61. Hyde, K. F. (2008). Information processing and touring planning theory. Annals of Tourism Research , 35, pp. 712–731.
62. Iso-Ahola, S. E., & Allen, J. R. (1982). The dynamics of leisure motivation: The effects of outcome on leisure needs. Research Quarterly for Exercise and Sport , 53 (2), pp. 141-149.
63. Keng, K. A., & Cheng, J. J. (1999). Determining tourist role typologies: an exploratory study of singapore vacationers. Journal of Travel Research , 37 (4), pp. 382-390.
64. Kim, K.Y., & Jogaratnam, G. J. (2002). Travel motivations: a comparative study of asian international and domestic american college students. Journal of Travel
& Tourism Marketing , 13 (4), pp. 61-82.
65. Kim, S.S., Scott, D., & Crompton, J. L. (1997). An exploration of the relationships among social psychological involvement, behavioral involvement,
commitment, and future intentions in the context of birdwatching. Journal of Leisure Research , 29 (3), pp. 320 - 341.
66. Kim, Y. H., & Kim, D. J. (2005). A study of online transaction self-efficacy, consumer trust, and uncertainty reduction in electronic commerce transaction.
Proceedings of the 38th Annual Hawaii International Conference on System Sciences, 7, p. 170.
67. Lehto, X. Y., O’Leary, J. T., & Morrison, A. M. (2004). The effect of prior experience on vacation behavior. Annals of Tourism Research , 31 (2), pp.
801–818.
68. Lepp, A., & Gibson, H. (2008). Sensation seeking and tourism: Tourist role, perception of risk and destination choice. Tourism Management , 29, pp.
740–750.
69. Lepp, A., & Gibson, H. (2003). Tourist roles, perceived risk and international tourism. Annals of Tourism Research , 30 (3), pp. 606–624.
70. Levy, S. J. (1959). Symbols for Sale. Harvard Business Review , 37, pp. 117-124.
71. Lin, C. S., Lin, J., & Wu, S. (2008). Exploring consumers' keyword ads search behaviors: an integration of theory of planned behavior and flow theory. PACIS 2008 Proceedings.
72. Mannell, R. C., & Kleiber, D. A. (1997). A social psychology of leisure. State College, PA: Venture.
73. Mathieson, A., & Wall, G. (1982). Tourism: Economic, physical and social impacts. London: Longman.
74. Maurer, T. J. (2001). Career-relevant learning and development, worker age, and beliefs about self-efficacy for development. Journal of Management , 27, pp.
123-140.
75. McIntosh, R. W., Goeldner, C. R., & Ritchie, B. J. (1995). Tourism–principles,
practices, philosophies. New York: Wiley.
76. Milne, S., Orbell, S., & Sheeran, P. (2002). Combining motivational and volitional interventions to promote exercise participation: Protection motivation theory and implementation intentions. British Journal of Health Psychology , 7, pp. 163–184.
77. Oettingen, G., Hönig, G., & Gollwitzer, P. M. (2000). Effective self-regulation of goal attainment. International Journal of Educational Research , 33, pp.
705-732.
78. Oliver, R. L.(1980). A Cognitive Model for the Antecedents and Consequences of Satisfaction. Journal of Marketing Research ,17, 1980, pp.460-469.
79. Orbell, S., & Sheeran, P. (2000). Motivational and volitional processes in action initiation: A field study of the role of implementation intentions. Journal of Applied Social Psychology , 30, pp. 780-797.
80. Orbell, S., Hodgldns, S., & Sheeran, P. (1997). Implementation intentions and the theory of planned behavior. Personality and Social Psychology Bulletin , 23, pp.
945-954.
81. Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce doption: an extension of the theory of planned behavior. MIS Quarterly , 30 (1), pp. 115-143.
82. Petrick, J. F., Morais, D. D., & Norman, W. C. (2001). An examination of the determinants of entertainment vacationers' intentions to revisit. Journal of Travel Research , 40 (1), pp. 41–48.
83. Prestwich, A., Lawton, R., & Conner, M. (2003). The use of implementation intentions and the decision balance sheet in promoting exercise behaviour.
Psychology and Health , 18 (6), pp. 707–721.
84. Ragheb, M. G., & Beard, J. G. (1980). Measuring leisure satisfaction. Journal of
leisure Research , 12 (1), pp. 20-33.
85. Reynolds, P. C., & Braithwaite, D. (2001). Towards a conceptual framework for wildlife tourism. Tourism Management , 22, pp. 31-42.
86. Ryan, C., & Glendon, I. (1998). Application of leisure motivation scale to tourism. Annals of Tourism Research , 25 (1), pp. 169-184.
87. Salisbury, W. D., Pearson, R. A., & Pearson, A. W. (2001). Perceived security and World Wide Web purchase intention. Industrial Management and Data Systems , 101 (4), pp. 165-176.
88. Schlosser, A. E., White, T. B., & Lloyd, S. M. (2006). Intentions, converting web site visitors into buyers: how web site investment increases consumer trusting beliefs and online purchase. Journal of Marketing , 70, pp. 133–148.
89. Sheldon, P. J. (1997). Tourism information technology. New York: CAB International.
90. Sirakaya, E., & Woodside, A. G. (2004). Building and testing theories of decision making bytravellers. Tourism Management , 26(6) pp. 815–832.
91. Solomon, M. R. (2004). Consumer behavior: buying, having, and being . Upper Saddle River: Pearson/Prentice Hall.
92. Sönmez, S. F., & Graefe, A. R. (1998). Determining future travel behavior from past travel experience and perceptions of risk and safety. Journal of Travel Research , 2, pp. 171-177.
93. Sylvia-Bobiak, s., & Caldwell, L. L. (2006). Factors related to physically active leisure among college students. Leisure Sciences , 28, pp. 73–89.
94. Takeuchi, R., Tesluk, P. E., Yun, S., & Lepak, D. P. (2005). An integrative view of international experience. Academy of Management Journal , 48 (1), pp.
85-100.
95. Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A
test of competing models. Information Systems Research , 6 (4), pp. 144-176.
96. Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information
& Management , 41, pp. 747–762.
97. Wakefield, K. L., & Blodgett, J. G. (1999). Customer response to intangible and tangible service factors. Psychology & Marketing , 16 (1), pp. 51-68.
98. Wallace, L. S., Buckworth, J., Kirby, T. E., & Sherman, M. W. (2000).
Characteristics of exercise behavior among college students: application of social cognitive theory to predicting stage of change. Preventive Medicine , 31, pp.
494–505.
99. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management , 25, pp. 709–722.
100. Weiner, B. (1986). An attributional theory of motivation and emotion. New York:
Springer-Verlag.
101. White, D. D. (2008). A structural model of leisure constraints negotiation in outdoor recreation. Leisure Sciences , 30, pp. 342–359.
102. Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of Tourism Research , 36 (3), pp.
413–438.
103. Yi, M. Y., & Hwang, Y. (2003). Predictingthe use of web-based information systems: self-efficacy, enjoyment, learning goal orientation, and the technology acceptance model. International Journal of Human-Computer Studies , 59, pp.
431–449.
附錄一、研究問卷
您好！
首先感謝您撥冗填寫這份研究問卷，本研究主要是想瞭解您對「旅遊行動」
的看法，希望您可以撥出幾分鐘時間提供寶貴意見。所有資料僅供個人學術研究 及統計之用，並不單獨對外公開，敬請安心填答。再次感謝您的熱心協助，在此 獻上十二萬分之謝意。
敬祝 健康快樂、萬事如意！
國立高雄大學 亞太工商管理學系 碩士班 指導教授：林杏子 博士 李博志 博士 研 究 生：鄭詩蓉 敬上 第一部份：個人基本資料
1. 性別：□男 □女 2. 年齡： 歲
3. 婚姻狀況：□未婚 □已婚
4. 教育程度：□高中職(含)以下 □專科/大學 □研究所(含)以上 5. 請問您的職業：
□學生 □軍公教 □農林漁牧業 □製造業 □金融業 □服務業 □自由業 □其他
6. 請問您個人的每月(薪資)所得(新台幣)：
□10,000 元以下 □10,001 ~ 30,000 元 □30,001 ~ 50,000 元 □50,001 ~ 70,000 元 □70,001 元以上
7. 請問您是否曾有旅遊的經驗(含國內或國外)：□有 □沒有 8. 請問您最近一年旅遊的次數(含國內或國外)： 次 9. 請問您會從哪裡取得旅遊的相關資訊：(可複選)
□詢問親友 □旅遊書籍(遊記、旅遊指南、雜誌) □電視媒體 □部落格 □旅行社 □旅遊資訊網站(如大台灣旅遊網、背包客棧) □其他 10. 請問您最常旅遊的型式：
□自助旅行(自己規劃) □跟團(參與旅行社) □其他
11. 旅遊費用的看法：
第三部份：
第四部份：以下問題想瞭解您對「旅遊的看法」，請依據實際狀
附錄二、問項代號對照表
新奇旅遊動機
info_ef01 當我想要安排「下次的旅遊」時，我有信心能找到相關的旅遊資 訊。
info_ef02 當我想要安排「下次的旅遊」時，我有信心能找到確切的旅遊資 訊。
info_ef03 就算蒐集旅遊資訊的過程不順利，我有信心能夠自己解決問題。
info_ef04 我有信心能夠從各種不同的評價中，找到值得信任的旅遊資訊。
蒐集旅遊資訊意圖 問項代號 問項內容
info_int01 在下個假期來臨之前，我會想要事先蒐集「下次旅遊地點」的相 關資訊。
info_int02 在下個假期來臨之前，我會試著事先蒐集「下次旅遊地點」的相 關資訊。
info_int03 在下個假期來臨之前，我會打算事先蒐集「下次旅遊地點」的相 關資訊。