自行車休閒活動行為意向之研究－以高雄市西臨港線自行車道為例

身處科技島的台灣，在一切快速汰換的壓力下，為求紓壓與身心平衡，民眾對於休閒活動與健康概念的議題日益重視。加之環保觀念漸漸深入人心，結合運動保健、休閒遊憩、以及零碳排放的自行車休閒活動，遂成為政府大力推廣、鼓勵民眾積極參與的項目。本研究應用計畫行為理論（The Theory of Planned Behavior, TPB），選擇「高雄市西臨港線自行車道」做為研究地點，建構民眾參與自行車休閒活動的動機概念模型。以問卷調查收集實證資料，探討民眾參與休閒自行車之「態度」、「主觀規範」及「知覺行為控制」認知，如何影響其自行車休閒活動參與動機。總計回收489份有效問卷，經回歸分析法獲致研究結果顯示:民眾參與休閒自行車之「態度」、「主觀規範」及「知覺行為控制」認知，皆正向影響其行為意圖。其中，又以主觀規範對於參與意向影響最鉅。而行為意圖越強者，其實際從事休閒自行車活動的比例亦越高。依據研究結果提出建議予當地政府及自行車業者，做為發展推廣休閒自行車活動政策面與實務面之參考依據。

關鍵字

自行車；休閒活動；計畫行為理論

並列摘要

The intensive life style comes along with the rapid rate of product replacement, people in Taiwan, where is well-known for its high-tech industry development, have an urgent need to release pressure and obtain physical and mental well-being. The demand and output value of leisure industry have thus been continuously increased within the last couple of decades. Among the diverse options, biking has been gaining popularity for its accessibility, mobility, multi-function and environmental friendly usages. Thus, promoting biking related events has become the core tourism and transportation policies for many local governments.Apart from the constant development of bike lanes and related infrastructure, the comprehension regarding what motivates people participating in biking activity may provide essential information for the governors to establish practical measures. The current research adopts the theory of planned behavior (TPB) to study how attitude, subjective norms and perceived behavioral control may affect people’s biking intention and the actual biking behavior. The research population targets at bikers who visit West Side Harbor Line Bike Path in Kaohsiung. Totally 489 valid samples were collected and regression analysis was applied to analyze the empirical data. The results indicate that bikers’ attitude, subjective norm and perceived behavioral contral all positively affect their biking intention, among which subjective norm shows the strongest effect. Meanwhile, behavioral intention positively leads to bikers’ actual biking behavior. The practical implications suggested by the study results are discussed and provided in detail.

並列關鍵字

Biking ； Leisure Activity ； Theory of Planned Behavior

參考文獻

高俊雄（1995）。休閒利益三因素模式。戶外遊憩研究，8(1)，15-28。

張千培、鄭志富（2009）。高中階段學生運動社團參與意圖模式之研究。體育學報，42(3)，95-112。

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.

Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior1. Journal of Applied Social Psychology, 32(4), 665-683.

Baloglu, S., & K. W. McCleary (1999). A model of destination image formation. Annals of Tourism Research, 35(4), 868-897.

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自行車休閒活動行為意向之研究－以高雄市西臨港線自行車道為例

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