臺北市河濱自行車道參與者傳播媒介使用對風險知覺影響之研究

The Study on the Influence of Communication Media Usage Toward Risk Perceptions of Bicycle Riders of Taipei City Riverside Bicycle Trails

吳聲汶(Wu sheng-wen)

指導教授 ： 李晶

國立臺灣師範大學/運動與休閒學院/運動與休閒管理研究所/碩士(2010年)

摘要

本研究目的為探討自行車參與者之傳播媒介使用之特性，以瞭解傳播媒介使用對風險知覺之影響。本研究使用問卷調查法，採便利抽樣調查方式，針對臺北市河濱自行車道內，挑選使用者較常休息停留與租借車的區域進行問卷調查。抽樣期間由2010年3月20日至4月18日，有效樣本為396份，回收率為94%。所得資料經分析後，研究結論為：1.臺北市河濱自行車道參與者男性較多，平均年齡約33歲，大專（大學）教育者最多，多居住於臺北市，職業以專業人員最多，平均月收入介於17,001元-51,000元，未婚人數較多，有7成擁有自行車，騎乘頻率以一週1次以下為主，騎乘目的以促進健康為主，騎乘同伴主要為朋友、同事；傳播媒介的使用頻率上以網路使用頻率最高、廣播最低，約6成8曾搜尋自行車相關資訊。2.擁有自行車者對自行車相關內容注意程度較沒有自行車者高；騎乘頻率較高者在對自行車相關內容注意程度亦較高。3.男女性在財務及社會風險上具有差異，職業在財務風險具有差異，個人平均月收入在財務風險上具有差異，婚姻狀況在身體風險上具有差異，是否擁有自行車在財務、心理、滿意度、時間風險上皆有差異，騎乘頻率在財務、心理、滿意度、時間風險上皆有差異。4.臺北市河濱自行車道參與者，是否曾主動搜尋自行車相關資訊在風險知覺上具有差異，對自行車相關內容注意程度較高者其風險知覺較低。本研究發現，自行車參與者其自行車相關內容注意程度對風險知覺具影響，建議相關單位未來規劃自行車騎乘安全宣導策略時，應針對不同特性之參與者，採取不同傳播媒介內容之宣導方式。

關鍵字

自行車 ； 傳播媒介使用 ； 風險知覺

並列摘要

The purpose of this study was to discuss the influences of using of communication media toward risk perceptions for bicycle riders. Questionnaire survey and convenience sampling were used in the study. 396 effective samples were collected. The results of this study were: 1.Most riders were males, unmarried, and professional staffs; their
average age was 33; their average monthly income was between $17,001~$51,000; 70% of respondents owned bicycles; their riding frequency was less than once a week; their
goals of riding was health promotion, and riding companions were mainly friends and colleagues; the frequency of Internet using was the highest; 68% of respondents had
searched bike-related information. 2.The degree of attention to bike-related content of riders who owned bicycles were higher than others; riders with different riding frequency showed different degrees of attention to content. 3. Different genders showed different degrees of financial and social risk perception; riders with different occupations showed different of financial risk perception; riders with different average monthly income showed different of financial risk perception; riders with different marital statuses showed different of physical risk perception; riders with or without personal
bicycles showed different of financial, psychological, satisfaction and time risk perception; riders with different riding frequencies showed different of financial, psychological, satisfaction and time risk perception. 4.Respondents who never searched information about bicycle showed different degrees of risk perception; the relationship between degree of attention to content and risk perceptions was negative. Therefore, when bicycle safety introduction strategy is planned in the future, it is supposed to adopt different ways of introduction for participants with various characteristics.

並列關鍵字

bicycle ； use of media ； risk perception

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