Publication:

單車族之生活型態與消費行為之研究

本研究旨在探討中部地區單車族生活型態與消費行為之間的關係，以台中大坑中正露營區、台中縣烏日高鐵站、縣道136的赤崁頂及縣道139鳳山寺的單車族為研究對象，採用問卷調查法共計發放380份問卷，有效問卷計有351份。利用描述性統計、卡方檢定、單因子變異數分析、獨立樣本t檢定、集群分析等方法分析後，主要研究結果顯示：（一）中部地區單車族主要以男性為主，36-42歲之年齡層為運動人口，婚姻狀況以已婚最多，參與者教育程度以大學專科居多，職業以工業為主，月收入分佈以20,001-40,000元為多。（二）中部地區單車族的生活形態可以分為「長鬃山羊-中庸感官族」、「花蝴蝶-積極活躍族」及「黑熊-傳統保守族」三群。（三）不同人口統計變項之單車族的生活型態無顯著差異。（四）不同生活型態之單車族在消費行為有顯著差異。(五)不同人口統計變項之單車族在消費行為有顯著差異。根據結果發現，本研究提出建議作為經營實務之參考。針對不同生活型態的單車族，業者可設計不同的行銷策略與舉辦相關活動，以提高單車族的購買意願與滿意程度。

The main purpose of this study was to examine the relationship between cyclists’ lifestyle and their consumption behavior in central Taiwan. Surveys were disseminated to the cyclists in the Taichung Dakeng Chung-Cheng camping area, Taichung County High Speed Rail Station, Chihkan Top on County Road 136, and Fengshan Temple on County Road 139. A total of 380 surveys were disseminated and 351 valid surveys were returned. The statistical techniques included descriptive statistics, chi-square test, one way ANOVA, independent sample t test, and cluster analysis. The significant research findings obtained from the data analysis included the following: (1) Most cyclists were male, between 36 and 42 years of age, and married; in addition, they have received college education, worked in the industry as their primary profession, and had average monthly incomes of $20,001 - $40,000 NT dollars. (2) Cyclists’ lifestyle fell into three categories, “Formosan serow- Doctrine of the mean sense group”, “Variegated butterfly- Positive active group”, and “Formosan black bear- Traditional conservative group”. (3) Cyclists with different demographic characteristics showed no significant difference on the lifestyle variables. (4) Cyclists with different lifestyles demonstrated significant differences on the consumption behavior variables. (5) Cyclists with different demographic characteristics also demonstrated significant differences on the consumption behavior variables. Based on the findings, the researcher provided concrete recommendations for business practitioners to improve their future operation. Practitioners could design marketing strategies and launch promotional campaigns for the cyclists with different lifestyles so as to enhance their purchase intension and the level of satisfaction.