隨著晚婚和不婚人口的增長，家庭結構和消費型態都出現了改變；再加上日益個性化的生活，也使單人的消費模式變得更流行。此外，許多單身者將大部分的收入用在休閒娛樂上，而獨自旅行也成為他們喜歡的一種休閒方式。這樣的旅遊方式不僅不受到他人的約束，還可以依照自己的想法遊玩，在旅程中尋求新奇的體驗和自我發展。因此，本研究旨在探討影響單身者獨自旅遊意圖的因素，分別從動機和人格特質探討其是否影響單身者對獨自旅行的知覺價值，並進一步研究單身者的獨自旅行意圖是否因此受到影響。
本研究透過問卷發放、回收以及分析，進行假設驗證。問卷內容透過旅遊動機、人格特質、知覺價值以及旅遊意圖之衡量問題驗證變數之間的關係。本研究共回收419份有效問卷，透過結構方程模型得出研究結果為：（1.）推動動機對情感價值和社會價值有顯著的正向影響；（2.）拉動動機對功能價值有顯著的正向影響；（3.）順從型人格對社會價值有顯著的正向影響；（4.）攻擊型人格對社會價值有顯著的正向影響；（5.）離群型人格對功能價值有顯著的正向影響；（6.）正向的知覺價值對於獨自旅行意願具有顯著的正向影響。

Recently, more and more people have chosen delay marriage or remain single, altering the traditional family structure and consumption pattern. Moreover, the growing trend of personalized lifestyle has led to an enhanced popularity of solo consumption. A considerable portion of the earnings of solo individuals is often allocated to leisure and entertainment, with solo travel emerging as a preferred option among them. In this way, they are not bounded by the constraint from others but can travel according to their thoughts, seek new experiences and self-development. Thus, this study aims to investigate the reason for solo travel, specifically the impact of motivation and personality on perceived value of solo travel, which, in turn, affecting their solo travel intention.
Data are collected online. The findings of this study show that push motivation would generate positive effect on emotional and social value, while pull motivation shows positive correlation with functional value. As the personality traits, compliant and aggressive are found to positively correlate with social value. In addition, detached show positive correlation with functional value. Finally, positive perceived value has a significant positive correlation with solo travel intention.

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