從意象形成及知覺風險探討海外度假打工者之知覺價值與滿意度

Abstract

台灣政府近年來積極推動度假打工計劃，目前已與紐西蘭、澳洲、日本、加拿大、德國等13國簽訂度假打工協定，鼓勵台灣青年以旅遊為主、附帶從事打工活動補貼旅費的方式，前往海外深入體驗各國文化及與當地人民互動交流，拓展國際視野。截至2014年10月底為止，我國前往海外度假打工人數累積達16.5萬人，相較於2012年底的7.7萬人，短短兩年間成長超過一倍，顯示度假打工已成為台灣社會的潮流與趨勢之一，唯國內對此議題之量化研究仍較少。 本研究從Baloglu and McCleary (1999)之目的地意象形成模型及知覺風險觀點出發，探討度假打工者之資訊來源依賴度、動機、目的地意象與知覺風險，如何影響其知覺價值與滿意度，以曾經參與海外度假打工者為對象搜集問卷樣本，並透過多元迴歸模式分析各變數間的關係。研究結果指出，度假打工者的參與動機對目的地意象及知覺價值均有正向影響；目的地意象對知覺價值、知覺價值對滿意度亦皆有正向影響，但資訊來源依賴度對目的地意象、知覺風險對知覺價值則影響不顯著。

Working holiday program has become one of the popular programs among the young adults prior to pursuing their regular career commitment. Such program provides a way to encourage international understanding and broaden global perspectives by enabling young people to experience the culture of another country. To further facilitate its benefits, many governments start initiating policies to promote working holiday program. Among them, Taiwan government has already made working holiday agreements with 13 countries, from Asia Pacific, America to Europe. Recently, the total number of Taiwanese working holiday makers had reached 165,000 headcounts, which are more than twice of that in 2012. These facts show a significant increase trend on working holiday makers; however, the researches into its ante factors still remain limited. Based on Destination Image Formation model (Baloglu & McCleary, 1999), this research aims to examine the impacts of information sources, motivations, destination image and perceived risk on perceived value and satisfaction. The informants were those who had completed the working holiday. Online questionnaire was administrated to collect the data. The research results show that motivation towards working holiday has strong positive effect on both destination image and perceived value. The impact of destination image on perceived value and perceived value on satisfaction are also positive. However, the results don’t support the hypotheses regarding to information sources and perceived risk.