Promoting Cycling around Taiwan by Recognizing Gender Differences in the Experience of Flow

從心流體驗性別差異看單車環島之推廣

楊子孟(Tzyy-Meng Yang) ； 涂鵬斐(Peng-Fei Tu)

《臺大體育學報》 25輯 (2013/09) Pp. 47-57

https://doi.org/10.6569/NTUJPE.201309_(25).0005

摘要

本研究旨在探討不同性別之自行車環島者在其心流體驗上的差異，並根據差異擬定推廣策略。研究設計採結構式問卷調查，透過滾雪球的抽樣方式，共取得有效問卷457份，其中男性佔66.74％，女性佔33.26％。所得資料以敘述性統計及獨立樣本t檢定進行分析。研究結果：環島騎士往往是一位年輕的成年男性；環島騎士的年齡以在21－30歲（34.57％）和31－40歲（28.01％）所佔比例較多；環島騎士心流體驗之性別差異具顯著性；在「失去自我意識與時間感」、「掌控感及行動與知覺合一」及「清晰的目標」等心流體驗部分構面之性別差異具顯著性，且其認知程度男性皆顯著大於女性。最後，將對研究結果的理論意涵與行銷策略進行討論。

關鍵字

性別差異 ； 心流體驗

並列摘要

The purpose of this study was to explore the gender differences in flow experience and marketing strategies in promoting cycling around Taiwan. Snowball sampling was conducted to recruit participants and the data was collected through a structured questionnaire. Four hundred and fifty seven responses were obtained, out of which 66.74% were males and 33.26% females. Descriptive statistics were generated, and the independent samples t-test was used to test whether any statistically significant differences were present between two genders. From the results showed that the round-Taiwan cyclist was often a young adult male and mostly in the age groups of 21-30 years (34.57%) and 31-40 years (28.01%). Significant differences in flow experience existed between male and female cyclists in their overall flow scores as well as some of its dimensions, loss of self-consciousness and time transformation, sense of control and action-awareness merging, and clear goals, with males having higher mean values than females. Finally, theoretical implications and marketing strategies drawn from the findings are discussed.

並列關鍵字

gender difference ； flow experience

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