旅游动机、风险知觉与旅游保险-台湾公务人员之实证的研究.doc

風險知覺、消費決策與旅遊保險之研究—以中國旅遊為例 A Study of Risk Perception, Consumption Decision and Travel Insurance: A Case of China’s Tourism 周百隆 (國立高雄第一科技大學風險管理與保險系所) (國立高雄第一科技大學風險管理與保險研究所)Pai-Lung Chou is Assistant Professor of Department of Risk Management and Insurance, National Kaohsiung First University of Science and Technology. He completed his Ph. D. degree at the Graduate School of Agriculture Economics, National Taiwan University. His research fields include risk assessment, agricultural finance and China’s stock market. His research papers have been published at Empirical Economics Letters, Agriculture and Economics, Prospect Quarterly, Taiwan Banking Finance Quarterly, Review of Financial Risk Management, Journal of Business Administration and many conference proceedings. 811高雄市楠梓區卓越路二號，國立高雄第一科技大學風險管理與保險系暨研究所，Tel：+886-7-6011000 ext.3016，e-mail: plchou@ccms.nkfust.edu.tw。 Pai-Lung Chou, Department of Risk Management and Insurance, National Kaohsiung First University of Science and Technology. Address: 2 Jhuoyue Rd., Nanzih, Kaohsiung 811, Taiwan, R. O. C. TEL: +886-7-6011000 ext. 3016, E-mail:plchou@ccms.nkfust.edu.tw. 姚振華為國立高雄第一科技大學風險管理與保險研究所碩士生。 Chen-Hua Yao is master student at Graduate Institute of Risk Management and Insurance, National Kaohsiung First University of Science and Technology. E-mail: u9542803@ccms.nkfust.edu.tw。 風險知覺、消費決策與旅遊保險之研究—以中國旅遊為例 摘 要 397份有效問卷，應用敘述統計、因素分析及典型相關等多變量方法，以區別人口特性變項是否對旅遊消費決策與旅遊風險知覺產生影響，以及風險知覺是否會影響到旅遊者之消費決策形成。結果顯示，受訪者人口特性是導致風險知覺與消費決策產生差異之重要因素，風險知覺亦確實影響消費決策形成。此外風險知覺與人口特性之差異對於旅遊保險之主動及被動加保的相對支持率也產生影響。 關鍵詞：旅遊、風險知覺、多類別邏輯斯迴歸 A Study oConsumption Decision and Travel Insurance: A Case of China’s Tourism Abstract This research explored the relationship between risk perception and consumption decision of traveling to China, and applied multinomial logistic regression to distinguish active and passive participants from all travel insurers. A total of 397 valid questionnaires were collected through this survey, and traveling to China with higher