休閒旅遊已經成為國人不可或缺的舒壓與調劑的活動，根據交通部觀光局的統計資料顯示，92年國人出國旅遊總支出高達2,805億元；94年2月國人出國的人次與去年同期相較，成長了40.77%；而1-2月累計國人出國128萬919人次，也與去年同期相較成長9.08%。顯見國人從事海外旅遊休閒活動的市場，逐年的在成長當中。
過去國內對於旅遊行為的研究大多針對行為面或滿意度的研究，而少有心理層面影響消費決策的探討，再加上國外已有學者反覆驗證了自我概念對於產品偏好、品牌偏好以及購買意願等的影響( Sirgy, 1982；2000)，也將研究的觸角延伸到旅遊領域，探討自我意象一致性對於旅遊後的滿意度（Chon 1992），甚至旅遊前的購買興趣或者購買可能性等等（Sirgy and Su, 2000； Litvin and Goh, 2002; Litvin and Goh, 2003）。
因此本研究以Sirgy（1982）的自我意象一致性理論，以及Sirgy & Su（2000）所提出的自我意象一致性與旅遊行為整合性架構為基礎，同時針對四個不同性質的旅遊地點，來分別探究真實/ 理想自我意象一致性的程度是否與消費者選擇旅遊目的地時的旅遊購買意願有關。
研究結果發現，國人在海外旅遊消費決策時，會受到內在心理機制在一致性的協調作用下，對目的地典型遊客與自我意象相符合的地點產生旅遊購買意願，或進行旅遊購買行為。顯示國內的旅遊消費行為同樣適用於自我意象一致性理論。並且更進一步的針對不同的旅遊地點（紐約、巴里島、羅馬、北海道）、不同的消費族群（學生及社會人士）進行自我意象一致性與購買意願的相關分析，以避免單一地點或單一族群所可能產生的研究誤差，而研究結論均支持自我意象一致性與旅遊購買意願的顯著相關關係。研究也發現性別與過去的旅遊經驗會對理想自我意象的一致性與購買意願產生部分的干擾效果。

Leisure travel has become an important activity in Taiwan. According to the statistical data of Tourism Bureau, R.O.C., people in Taiwan spent about 280.5 billions on oversea’s traveling in 2003. The number of outbound travelers has grown 40.77% compare with last February. It is obvious that the market of outbound travel is getting bigger year by year.
The past research on the subject of travel behavior put emphasis on behavior aspect or satisfaction, there is little research discuss the effect of psychological aspect on purchase decisions. Some foreign research verify that the effect of self-concept congruence on product preference, brand preference, and purchase intension (Sirgy, 1982; 2000). They also extend their research to the area of traveling and discuss how the self-image congruity affects post travel satisfaction (Chon 1992), pre-travel purchase intension, or purchase possibility (Surgy and Su, 2000; Litvin and Goh, 2002; 2003).
Based on the self-image congruence theory proposed by Sirgy (1982), and the integrated framework of self-image congruence with travel behavior constructed by Sirgy & Su（2000）, this research try to analyze if the level of real/ideal self-image congruence relate to the purchase intension of destination choice on four destinations with difference characteristics.
The results show that outbound-travel decision makings of natives are affected by the inside congruence coordination of the psychological mechanism. Relationship between self-image congruence and tourists’ purchase intention exists not only in western countries but also in Taiwan. Results also show that self-image congruence is related to purchase intention whether tourists are students or social workers. And toward the four totally different cities, New York, Bali, Rome, and Hokkaido, tourists’s purchase intention is still affected by self-image congruence.

第一章 緒論--------------------------------------------------------------------------1
第一節 研究背景與動機---------------------------------------------------1
第二節 研究目的------------------------------------------------------------4
第二章 文獻探討--------------------------------------------------------------------5
第一節 自我意象一致性---------------------------------------------------5
第二節 自我意象一致性與消費行為-----------------------------------10
第三節 自我監控-----------------------------------------------------------17
第四節 影響自我意象與旅遊行為的相關研--------------------------22
第三章 研究方法-------------------------------------------------------------------25
第一節 研究架構-----------------------------------------------------------25
第二節 研究假設-----------------------------------------------------------26
第三節 變數的操作型定義與衡量--------------------------------------27
第四節 問卷設計-----------------------------------------------------------30
第五節 前測-----------------------------------------------------------------33
第六節 抽樣與分析方法--------------------------------------------------35
第四章 實證結果分析-------------------------------------------------------------37
第一節 樣本資料結構-----------------------------------------------------37
第二節 主效果相關分析--------------------------------------------------46
第三節 干擾效果迴歸分析-----------------------------------------------50
第五章 結論與建議----------------------------------------------------------------70
第一節 研究發現與討論-------------------------------------------------70
第二節 管理上的意涵----------------------------------------------------75
第三節 研究貢獻與研究限制-------------------------------------------76
第四節 未來研究建議----------------------------------------------------77
參考文獻
一、 中文部分-------------------------------------------------------------------78
二、 英文部分-------------------------------------------------------------------80
附錄一 前測問卷------------------------------------------------------------------83
附錄二 正式問卷（學生）------------------------------------------------------90
附錄三 正式問卷（社會人士）------------------------------------------------97

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