中高齡族群參與進香團之動機、幸福感、忠誠度研究

Study on the Motivation, Sense of Happiness and Loyalty of Participation Pilgrimage Activities by Middle-Aged and Older Adults

隨著人口老化速度增長，有關老人生理、心理與社會層面之轉變，以及如何應對此現象所造成之衝擊，便是現在所要面臨的問題，根據世界衛生組（WHO）所提出的「積極老化」政策架構指出，老化並不是種獨立的事件，而是鑲嵌在人際互動脈絡之中，所以除了著重身體的健康外，亦不能忽視心理與社會的面向。而宗教是很多人心中重要的依靠，也是健康城市不可或缺的重要元素，中高齡者參與進香繞境活動除可倡導正當戶外活動外，並可達到紓解生活壓力、增廣見聞等目的，還含有休閒娛樂、促進身心健康的效用，也可豐富社交生活與增強學習能力，對於提升生活品質具有正面的功用。本研究以45歲以上的進香客為對象，針對中部地區參與進香團為議題，分析進香客參與動機（宗教信仰、休閒因素、社交因素）、幸福感（人際關係、生活滿意、自我信心）與忠誠度（推薦行為、再次參與意願）的現況。採隨機抽樣，進行1.5個月實體問卷，透過信效度分析、敘述統計、差異分析、相關性分析、迴歸分析，探究進香客在不同背景變數與三個變項的差異情形，以及三者間的關聯性。研究發現：（1）中、高齡進香客背景變數分別在參與動機、幸福感與忠誠度，具有顯著差異，（2）中、高齡進香客參與動機對於幸福感與忠誠度具有顯著關聯性，（3）中、高齡進香客幸福感對於忠誠度具有顯著關聯性，（4）中、高齡進香客參與動機、幸福感與忠誠度各構面彼此之間呈現顯著的正向相互關聯性。中、高齡進香客透過進香繞進的方式，強化宗教信仰、自我信心、生活滿意及拓展人際關係，促進對日常生活的幸福感與活動的忠誠度，達到健康的生活品質。

With the growth of the aging population, the physical, psychological and social changes of the elderly and how to deal with the impact of this phenomenon are the issues that we are facing now. In addition to physical health, the psychological and social aspects should not be neglected. Religion is an important element in many people's hearts and an indispensable element in a healthy city. The participation of middle-aged and elderly people in incense bypassing activities can not only advocate proper outdoor activities, but also achieve the purpose of relieving the pressure of life and broadening their horizons, and also contain the effect of leisure and entertainment, promoting physical and mental health, as well as enriching social life and enhancing learning ability, which have positive effects on improving the quality of life. In this study, we analyzed the motivation (religious belief, leisure factor, and social factor), happiness (interpersonal relationship, life satisfaction, and self-confidence), and loyalty (recommendation behavior, and willingness to participate again) of incense-goers over 45 years old in the central region. A random sample of 1.5 months' worth of questionnaires was used to investigate the differences between the three variables and the association between the three variables through reliability analysis, narrative statistics, analysis of variance, correlation analysis, and regression analysis. The study found that: (1) The background variables of middle-aged and elderly incense-goers differed significantly in motivation to participate, happiness, and loyalty, respectively; (2) The motivation for participation was significantly correlated with happiness and loyalty for middle-aged and elderly incense-goers, and the motivation for participation was significantly correlated with happiness and loyalty for middle-aged and elderly incense-goers; (3) There is a significant correlation between happiness and loyalty for middle-aged and elderly incense-goers; (4) There are significant positive correlations among the components of participation motivation, happiness and loyalty of middle-aged and elderly incense-goers. Through the practice of joss sticks and circumambulation, middle-aged and elderly joss stickers strengthened their religious beliefs, self-confidence, life satisfaction, and expanded interpersonal relationships, and promoted their sense of well-being and fidelity to daily activities to achieve a healthy quality of life.