以港都騎跡探討單車騎士地方依戀之中介效果研究

近年來，在自行車功能不斷被強化、自行車優質友善的服務被重視、與全台單車路線持續被發掘及建構完成之際，可預期的是自行車活動將會蓬勃發展並成為民眾最喜愛的戶外遊憩活動之一。當遊憩者對某項活動感興趣並願意進一步持續參與時，便會開始透過不斷將裝備升級與對遊憩環境產生偏好，逐漸累積經驗成為該項遊憩活動的專家，對某一特定地點可能產生依戀的情感，進而產生重遊行為。過去少有研究同時探討地方依戀的前因及後果，缺乏將遊憩專門化、地方依戀及忠誠度做一整合性探討之研究。有鑑於此，本研究目的以港都騎跡探討單車騎士遊憩專門化、地方依戀、忠誠度之關係，並探討地方依戀之中介效果。本研究針對391位自行車騎乘者調查資料顯示，遊憩專門化、地方依戀和忠誠度有顯著相關。地方依戀以「場所認同」構面最能夠預測自行車騎乘者忠誠度。遊憩專門化與地方依戀會影響自行車騎乘者忠誠度，地方依戀在遊憩專門化與忠誠度的關係具有部分中介效果。

關鍵字

自行車；遊憩專門化；地方依戀；忠誠度

並列摘要

As bicycles' functions are constantly enforced, high-quality services are being strengthened, and island-wide bike tracks are not only being discovered but also systematically constructed. A cycling craze has swept Taiwan in recent years, changing the habits of local people's recreation. Recreation specialization as ”a continuum of behavior from the general to the particular, reflected by equipment, and skills used in the sport and activity setting preferences”. Recreation specialization has proven useful in identifying types of users and affective feelings they have toward to particular activity or place. There is still a lacuna in the literature for a model integrating place attachment antecedents and consequences simultaneously. However, few or even no studies have a holistic view of recreation specialization, place attachment, and loyalty. The purpose of the present study is to examine the relationship between cyclist's recreation specialization, place attachment, and loyalty. Results from a survey of 391 cyclists revealed recreation specialization and place attachment were significantly correlated; the place attachment dimensions of ”place identity” most influenced cyclists' loyalty. Cyclists' loyalty was significantly predicated by both the recreation specialization and place attachment. Cyclists' recreation specialization had influence on their loyalty. Finally, place attachment partially mediates the relationship between the recreation specialization and loyalty.