自行車之消費者購買決策因素分析

Factor Analysis on the Consumers Purchasing Decisions of Bike's Products

許吉輔 ； 蔡永川 ； 黃意文

《休閒運動保健學報》 4期 (2013/01) Pp. 127-141

https://doi.org/10.6204/JRSHP.2013.04.10

摘要

由於國內外自行車運動已蔚為風潮，如今自行車不僅是一種交通工具，也是個人價值觀選擇與一種生活態度的表現。它提供休閒健身的功能之外，也構築了人們想自由自在悠閒運動的夢想。因此，本文的研究目的，是想獲知國內自行車購買者，對於自行車此商品的消費行為，以及影響其購買行為的因素。利用國內外文獻探討以及相關產業環境資料分析方式，問卷設計調查方法，企圖建立影響消費行為的因素構面，利用統計因素分析方法以確認命題結果。本文研究結果顯示，在消費者行為的四大構面中，消費者個人文化構面之消費者購買行為主因為「個人外在穿著與內在習慣需求」，消費者社會因素構面之消費者購買行為主因為「社會觀感、資訊與自我實現需求」，消費者的個人因素構面之消費者購買行為主因為「個人偏好與實用性需求」，消費者購買心理構面之消費者購買行為主因為「重視品牌、品質與價格心態」。

關鍵字

自行車品牌 ； 消費者購買決策 ； 因素分析

並列摘要

Biking has become a trend at home and abroad. More and more organized bike fleets, which plan sports activities, appear and increase the amount of bicyclists. With the rapid development of this sports culture, bike technology is also changing and diversifying because the basic design is mainly based on the physical demand. Nowadays bikes are not only vehicles but also the expression of personal values and the attitude to life. Biking provides the functions of leisure and fitness, and establishes the dream people want to exercise leisurely. Therefore, the purpose of the research is to acknowledge how domestic consumers decide to buy bikes and what factors influence their purchase. Use documents to discuss, analyze relative industries, and design questionnaire to survey, to build the dimensions which affect consuming behavior, then analyze and confirm the result with statistics. The result of the research shows four dimensions of consumers' behavior: the purchasing factors of the personal cultural dimension are the demands for personal external wearing and internal habits; the purchasing factors of social dimension are the demands for the views of the society, information and self-realization; the purchasing factors of individual dimension are the requests for personal preference and practicality; the purchasing factors of psychological dimensions are due to the requests for emphases on the brand, quality and price.

並列關鍵字

bike brands ； consumers purchasing decisions ； factor analysis