自行車環島騎士消費行為類型

The Consumer Category of Bicyclists around the Taiwan Island

游土正(Shih-Cheng Yu) ； 吳冠緯(K. W. Wu) ； 張美玉(M. Y. Chang) ； 劉傳將(S. G. Liu)

《休閒運動期刊》 8期 (2009/07) Pp. 71-83

https://doi.org/10.29909/IWCMAT.200907.0007

摘要

本研究乃是針對自行車環島騎士所做之調查，以曾經參加過環島認證的騎士共422名為樣本，實施郵寄問卷。利用環島過程中，騎士們所最重視的行為予以記錄，再從行為中歸納出騎士們之消費行為類型。最後回收143份，進行分析。結果發現，1.環島騎士之年齡，集中在27~45歲（約佔60%），而且以男性為主（佔88.28%）。2.自行車環島的季節以夏季為主，六月、七月、八月為最普遍。3.自行車環島騎士在生活方面，飲食方面以便利商店為最多，在住宿方面以民宿和飯店比例最多。在住宿品質方面，以安全、便於停放單車最為重要。在風景方面以東部風景最為欣賞。4.在裝備使用方面，可分為提高車子性能、加強安全保護、維修裝備、提高舒適度裝備、有助行程順暢之裝備等，各有不同之偏愛。依環島騎士對於各項行為之偏好程度分類，以集群分析之結果，得到四種類型：輕鬆享樂型、認真休閒型、保守穩健型、樂天迷糊型。1.輕鬆享樂型最重視吃得好、住得好、風險低。2.認真休閒型最重視提高車子性能和沿途風景。3.保守穩健型最重視安全和防護，以及行程順暢、不延誤。4.樂天迷糊型對任何事皆不會特別重視，環島是其唯一目的。最後對於擬定環島騎士之行銷計畫提出若干建議。

關鍵字

自行車環島 ； 消費行為 ； 集群分析

並列摘要

The purpose of this study is to assess the consumer's behavior who have been around the Taiwan island. Sampling from the data base of the Cycling & Health Tech Industry R&D Center, we survey 422 subjects by mailing and 143 were response. The results indicate that the bicyclists' age are concentrating on 27 to 45 years old, and the male (88.28%) are more amount than female. Bicyclists prefer cycling on summer, especially on the month of Jun, July, and August. The most popular food and beverage which bicyclists had eaten and drunk are those bought in convenient stores. Among traveling days, bicyclists live in hotel or hostel usually. Additionally, bicyclists will carry gears or equipment for protecting from hurt, maintenance, leading the right way, etc. Safety and parking bicycle easily are important for bicyclists when they make a decision to live.The consumer category of bicyclist could be divided into four clusters. 1. Enjoyable style, 2. serious-leisure style, 3. conservative style, 4. optimistic style. The features of consumer for the enjoyable style are eating better, nice sleeping, and lower risk. The serious-leisure style considers the promoting function of bicycle and beautiful scenery along the way are important. The conservative style regards safety, protecting from hurt, and a smooth journey are most important. Finally, the optimistic style thinks of the cycling around the Taiwan island is the only goal. They do not mind what have happened on their way. Still, we do suggestions for future study on conducting a marketing planning.

並列關鍵字

Consumer category ； bicyclist ； cluster analysis