本研究主要目的在探討獨自旅行者的旅遊動機、旅遊滿意度與願付價格之關係。透過文獻探討及利用問卷調查，以獨自旅行者為對象，採網路問卷方式進行調查，共回收有效問卷352份，利用SPSS22.0 統計軟體進行信度與效度分析、描述性統計分析、獨立樣本T檢定、單因子變異數分析與相關分析及迴歸分析等方法等驗證研究假設。研究結果發現：1.旅遊動機對旅遊滿意度有顯著影響；2.旅遊動機對獨自旅行時願付價格有顯著影響；3.旅遊滿意度對獨自旅行時願付價格的有顯著影響；4.旅遊動機透過旅遊滿意度對願付價格具有中介影響。 The study was focused on the correlation between the solo traveler’s tourism motivation, willingness to pay and satisfaction.The study was according to the literature review and the use of questionnaires. The subjects were the solo travelers and conducted a questionnaire survey on the web. A total of 352 valid questionnaires were collected. SPSS statistics 22.0 is employed to conducted reliability and validity analyses, descriptive statistics analyses, independent t-tests, one-way analysis of variance, correlation analysis, and regression analysis to verify the hypotheses.The main findings of this study were made by the following conclusions：1. Tourism motivation has significant impact on the satisfaction；2. Tourism motivation has significant impact on the willingness to pay when traveling alone；3. Satisfaction has significant impact on the willingness to pay when traveling alone；4.Tourism motivation has intermediary impact on willingness to pay mediation through tourism satisfaction.
