日本銀髮族自評健康、經濟知覺、對台灣目的地意象重要性與來台灣長宿休閒意願之相關研究

Abstract

素有「長壽國」之稱的日本,因為物價水準居高不下的情況下,使得仰賴老人年金的日本銀髮族是感到非常不安的,進而紛紛往國外進行退休生活而形成風潮。本研究主要關注在日本銀髮族到國外進行長宿休閒(Long stay)的議題,針對日本銀髮族未來10年的潛在樣本,也就是以50歲以上的銀髮族來探討來台長宿休閒的意願與對台灣的意象,以作為未來如何吸引日本人來台。本研究之目的有三點:一、瞭解日本銀髮族對台灣的意象為何;二、瞭解日本銀髮族來台進行長宿休閒之消費意願;三、探討日本銀髮族對於目的地意象之屬性重要性的不同、本身健康、財務狀況與長宿休閒之消費意願之關係。 本研究委託在日本留學的台灣學生,以便利抽樣進行問卷調查,一共發放450份,回收447份問卷中之有效問卷為428份,有效回收率為95.1%。本研究所使用的統計分析方法包括:敘述性統計分析、相關分析、因素分析、內部一致性分析、階層回歸分析等。研究方法主要是以因素分析來探討日本銀髮族對台灣的意象,以及皮爾森相關來了解銀髮族除了對台灣的意象之外,本身的健康跟財務狀況是否亦會影響來台長宿休閒的意願。 研究結果得知日本銀髮族對台灣的意象經因素分析萃取後得到三個因子,分別是「自然與人文環境」、「生活機能」、「附屬條件」,其中「附屬條件」的重要性最高,「自然與人文環境」的重要性最低。另外,日本銀髮族的經濟知覺、心理健康與來台長宿休閒意願有顯著相關,並且經濟知覺會透過心理健康影響來台長宿休閒意願。另外,經濟知覺與只有對台灣「自然與人文環境」之意象有顯著相關,而意象對意願皆有顯著相關。並且經濟知覺亦會透過對「自然與人文環境」影響其意願。由結果發現,日本銀髮族到海外進行長宿休閒,不僅目的地意象會影響其意願,就本身的經濟跟健康狀況亦會影響其意願。
The primary purpose of this study was to investigate the influence of perceived economic condition, self-assessed health, and importance of destination attributes on senior consumers’ long stay intentions. Specifically, this study examined the mediating roles of perceived health and importance of destination attributes between perceived economic conditions and long stay intentions. In the light of potential samples in the future ten years, means the seniors above fifty years olds to confer with the image of Taiwan and long stay in Taiwan. To regard as how to attract the Japan seniors come to Taiwan in the future. The purposes of this research are three. First, to find out the Japan seniors’ image of Taiwan is what. Then, to understand the Japan seniors’ intention of long stay in Taiwan is what. Lastly, to comprehend with the relationship among the importance of attributes of destination image, self-assessed health, subjective perception of economic, and purchase intention of long stay of the Japan seniors. A total of 447 valid questionnaires was collected and analyzed with descriptive statistics, factor analysis, Pearson product-moment correlation, and multiple hierarchical regression statistics. The results were summarized as follows: 1. “natural and social environment”, “living function”, and “others” are three factors of Taiwan’s image. 2. Respondents’ of subjective perception of economic and mental health status had significantly related to purchase intention of long stay. And subjective perception of economic had significantly related to intention by mental health status. 3. Respondents’ of subjective perception of economic had partially related to destination image of Taiwan. And destination image of Taiwan had significantly related to purchase intention of long stay.

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Keywords

長宿休閒, 目的地意象, long stay, destination image

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