消費者市場區隔對自行車購買行為之研究

近來國際油價快速飆漲，加上油價回歸市場機制，在通膨壓力下，讓不少汽車族改搭公車、捷運，甚至以自行車代步；以及假日休閒風潮搭配自行車廠商於各主要風景區舉行短期自行車騎乘活動，使自行車成為時下最火紅的商品。環台熱潮與各縣市政府的自行車道漸趨完備，自行車廠商自2007年6月起，開始感受到內銷市場明顯增溫，台灣地區自行車產品市場需求每年約60～70萬台，相關業者認為，國人越來越重視休閒活動，自行車市場有很大成長空間。本研究將針對自行車的消費者，藉由市場區隔分析消費者對自行車的購買行為，探討消費者對產品屬性的重視程度是否有所不同之處，擬定各區隔市場的行銷策略，提供與業者作為日後行銷之參考。資料分析利用因素分析對生活型態變數進行資料縮減，再以集群分析法進行市場區隔，之後以多變量分析與卡方檢定等方法檢定各項研究假設。研究結果發現：自行車消費者可透過生活型態變數進行有效的市場區隔，分為｢流行時尚｣、｢務實理性｣、｢便利導向｣、｢休閒享樂｣及「隨性自我」五個消費市場。各區隔內的消費者，在人口統計變數及消費者購買決策變數上都有顯著差異。

關鍵字

休閒活動；自行車購買行為；市場區隔

並列摘要

Recently, with the soaring of the international fuel price and its coming back to market mechanism, and besides, under the pressure of inflation, many car drivers have decided to take a bus, take the MRT, or even ride a bike as a means of transportation instead. Meanwhile, under the leisure time wave of unrest, many bike manufacturers hold short-term bike riding activities at major scenic spots, which has made bikes the hit merchandise. Riding around the island has gained popularity among people in Taiwan and many bikeways have been built by local government, so the bike manufacturers has sensed the domestic sale increasing since June, 2007. The number of the demand for bikes in Taiwan each year is about 600 to 700 thousand. Those who are in the related business point out that because people in our country put more and more emphasis on leisure activities, the bicycle marketing space can still be growing. This survey is, through market segmentation, to analyze bicycle buyers' consuming behavior of purchasing bikes. And then, by probing the consumer's emphasis on different features of the products, the survey hopefully would contribute to the forming of marketing strategies for the related business's to refer for the future marketing. Factor analysis is employed for dimension reduction. And then cluster analysis is applied for classification, and some statistical methods, such as MANOVA, ANOVA, chi-squares are used to test the research hypothesis. The study shows, through the process of segmentation, five consumer types: fashion following, practical tendency, convenience driven, recreation enjoying, and self showing. The research further shows there exists significant differences between market segmentation in the following variables: the demographics and the consumer's purchasing strategies.