王建興Wang, Chien-Hsin2017-02-272025-07-302017-02-272017-02-27https://ir.ntus.edu.tw/handle/987654321/70970學位類別：碩士校院名稱：國立台灣體育大學系所名稱：休閒運動管理研究所學號：19702013畢業學年度：98年論文頁數：107頁　　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.目　次 第壹章　緒論 　第一節　研究背景與動機……………………………………………1 　第二節　研究目的……………………………………………………7 　第三節　研究問題……………………………………………………7 　第四節　研究假設……………………………………………………8 　第五節　研究限制……………………………………………………9 　第六節　名詞解釋……………………………………………………10 第貳章　文獻探討 　第一節　自行車發展及研究現況……………………………………11 　第二節　人口統計變項與休閒行為調查……………………………16 　第三節　生活型態……………………………………………………20 　第四節　消費行為……………………………………………………26 第參章　研究方法 　第一節　研究架構與研究假設………………………………………32 　第二節　研究流程……………………………………………………33 　第三節　研究對象……………………………………………………35 　第四節　研究工具之編製……………………………………………35 　第五節　研究工具之檢驗……………………………………………38 　第六節　資料蒐集方法………………………………………………51 　第七節　資料分析與統計方法………………………………………52 第肆章　結果與討論 　第一節　單車族現況分析……………………………………………54 　第二節　消費者行為購買決策現況分析……………………………59 　第三節　單車族生活型態之集群分析………………………………63 　第四節　人口統計變項與生活型態卡方獨立性檢定………………66 　第五節　不同生活型態集群在消費行為差異情形分析……………73 　第六節　不同人口統計變項在消費行為差異情形分析……………76 第伍章　結論與建議 　第一節　結論…………………………………………………………87 　第二節　建議…………………………………………………………90 參考文獻…………………………………………………………………94 附錄………………………………………………………………………103574929 bytesapplication/pdf單車族;生活型態;消費行為cyclists;lifestyle;consumption behaviorthesis