自行車環臺之價值：價值基礎動機之階級分析

Psychological Values of Cycling around Taiwan: A Hierarchical Analysis of Value-Based Motivations

何昶鴛(Chaang-Iuan Ho) ； 尤智隆(Chih-Lung Yu) ； 黃淑琴(Shu-Chin Huang) ； 賴盈孝(Ying-Hsiao Lai)

《大專體育學刊》 17卷4期 (2015/12) Pp. 383-402

https://doi.org/10.5297/ser.1704.002

摘要

本研究目的是探討自行車環臺騎士參與動機與獲得的個人意義與價值。以方法目的鏈模式作為分析架構，挖掘騎士們隱藏於背後之價值基礎動機。本研究經由軟式階梯法訪談60位自行車環臺騎士，主要的研究結果發現：受訪者所重視的屬性有12項要素，經由19項體驗結果獲得8項價值目標，反映其複雜的活動參與動機因素。屬性要素之中以「耗費體力」、「騎乘時間長」與「活動步調與路線可自由控制」被提及的次數為最高；結果要素以「達成設定目標」、「自我蛻變與成長」、以及「體驗臺灣風土民情」次數較多。而產生的最終價值以「成就感」、「建立正面的自我形象」與「對臺灣的認同感」係最受重視的價值要素。因此，本研究說明了騎士們的參與動機與活動之特性認知與目的結果的關聯脈絡，更加瞭解其深層與隱藏心中的價值追求。本研究結論：自行車環臺係活動參與者追求多元價值的休閒遊憩行為，其參與動機因素在橫向與縱向階層之間具有相關性。自我認同與地方認同為最重要的價值；二者之形成路徑源自相同的活動屬性。

關鍵字

方法目的鏈 ； 自我認同 ； 地方認同

並列摘要

The purpose of this study was to explore the participating motivation, and obtained personal meanings and values of the cyclists around Taiwan. Total 60 cyclists participated in in-depth personal interviews, and means-end chain approach and the laddering technique were used to uncover the value-based motivations. Thirty-nine categories were obtained, such as 12 attributes, 19 consequences and 8 values, which reflected the complicated motivations of the cyclists. The characteristics of enjoying scenery with a flexible itinerary appealed to cyclists, as a form of slow travel. The cycling journey around Taiwan Island was challenging, however, cyclists felt free to engage in it. Three most commonly mentioned attributes, including “Physical challenge,” “A long cycling journey,” and “An activity with great flexibility in a controllable itinerary and schedule,” were observed. Of the predominant consequences, those involving in “Achieving goals,” “Self change and growth” and “Experiencing natural & cultural attractions” received the most attention. Furthermore, three most prevalent motivations including “A sense of accomplishment,” “A positive self-image” and “A sense of belonging to Taiwan” were noticed for the means-end hierarchies in the values of cycling. Therefore, this exploratory research may facilitate a better understanding of the cyclists’ motivations by linking the specific tour attributes with consequences related to their choices (cycling around Taiwan), and identifies the personal values behind the cycling activity. This study indicates that cyclist behavior is multi-value driven, where personal values of cyclists certainly influence their choices. The factors motivate the cyclists were related within and in-between hierarchies. The cycling tour around Taiwan appeared to be part of a process of self-identity formation for cyclists seeking self-esteem. In addition, their place identity was implicitly promoted by rediscovering the beauty of Taiwan. Furthermore, both values of self-identity and place identity were rooted in the same activity attributes.

並列關鍵字

mans-end chain approach ； self-identity ； place identity

參考文獻

大專學生運動網（2014）。103 年環島單車成年禮。2014 年11 月10 日， 資料引自http://www.ssu.org.tw/news/event_content.php?aid=59 [Student Sports Union. (2014). Cycling around Taiwan 2014. Retrieved November 10, 2014, from http://www.ssu.org.tw/news/event_content.php?aid=59]

王石番(1990)。傳播內容分析法─理論與實證。臺北市=Taipei, Taiwan:幼獅文化=Youth Cultural。

李宏培(2012)。獨自騎自行車環島對參與者體驗歷程影響研究。國立體育大學休閒產業經營學系碩士班=Deparment of Recreation and Leisure Industry Management National Taiwan Sport University。

沈盛圳(2009)。神馳：臺灣單車環島旅行體驗之研究。國立臺灣師範大學運動與休閒管理研究所=Graduate Institute of Sport, Leisure and Hospitality Management, National Taiwan Normal University。

周靈山、孫美蓮(2010)。健康休閒遊憩體驗─以單車環島旅遊為例。休閒與社會研究。1，1-10。