休閒自行車參與者行為意圖與滿意度之研究

自行車休閒活動的風潮方興未艾，相關主題的研究逐漸受到重視。現有行為理論模式中，個人態度常被視為影響個體行為意圖的重要因素，而選擇從事觀光休閒活動地點時，目的地的城市意象，往往也佔有舉足輕重的影響力。此外，活動體驗之滿意度，對於個體行為意圖的影響效果，亦多所討論。本研究為探討影響自行車休閒活動參與者行為意圖之可能因素，及遊客體驗後的滿意度，以前往楓樹社區之南屯溪自行車道從事休閒自行車活動的遊客為對象，採便利抽樣方式進行問卷發放。共發放350 份問卷，回收有效問卷341 份。以獨立樣本t 檢定、單因子變異數分析及迴歸分析得致研究結果如下：(1)態度對於參與者的騎乘行為意圖具有顯著正向影響；(2)認知城市意象對於個體的騎乘行為意圖具有顯著正向影響；(3)滿意度對於個體的騎乘行為意圖具有顯著正向影響；(4)不同人口統計變項參與者之滿意度，具有顯著性差異。經由實證資料分析結果，提出具體建議以供相關推廣單位及後續研究之參考。

關鍵字

休閒自行車；行為意圖；態度；城市意象；滿意度

並列摘要

Leisure biking activity has been gaining popularity in the recent years, and the related issues received much attention. To identify the possible antecedents of bikers' behavioral intention, several theoretical models indicate personal attitude as a critical factor. In addition, city image and perceived satisfaction have also been recognized as important attributes for selecting tourism destination and individual behavioral intention. The current study thus has applied these three antecedents to explore their effects on leisure bikers' behavioral intention. The research population targets at bikers who visit Nantun River Bike Path in Taichung. Totally 341 valid samples were collected. The independent-sample t test, analysis of variance (ANOVA) technique and regression analysis were applied to analyze the empirical data. The results indicate that all three selected factors significantly and positively affect their biking intention. Meanwhile, the research respondents with diverse demographic background perceive significant differences of satisfaction. The practical implications suggested by the study results are discussed and provided in detail.