台灣自行車規律運動人口逐年上升,2013年更已達到245萬人,在城市中騎乘自行車通勤亦逐漸受台灣民眾歡迎,除了騎乘市政府所設置的公共租賃自行車外,購買自己專屬的通勤自行車亦是消費者的選擇之一。然而,在過去與自行車相關的研究數量甚多,但多集中於自行車產業發展、自行車產品設計、公共自行車及都市通勤規劃及自行車運動發展等領域,針對購買行為的研究並不多。因此,本研究以「計畫行為理論」探討「創新通勤自行車」潛在購買者之「購買行為」,除驗證此理論是否能適當解釋「創新通勤自行車」的購買行為意圖之外,亦針對計畫行為理論所提之三個構面(態度、主觀規範及知覺行為控制)進行前因變數的探討,以找出能有效影響以自行車作為通勤代步工具的消費者購買「創新通勤自行車」的因素。 本研究以SPSS統計分析軟體進行實證分析,分析329份有效樣本後發現: (一) 證明計畫行為理論在分析創新通勤自行車的購買意圖是可適用的。 (二) 自行車使用者對創新通勤自行車的態度及自行車使用者對購買創新通勤自行車所受的正向主觀規範皆會正向顯著影響其購買行為意圖。 (三) 「相對優勢」及「相容性」皆會正向顯著影響使用者對創新通勤自行車的態度,「個體影響」及「外部影響」皆會正向顯著影響使用者對創新通勤自行車的主觀規範,而「自我效能」則會正向顯著影響其知覺行為控制。
The population of cycling in Taiwan is getting larger in these several years. In 2013, the population of cycling had already achieved 2,450,000. Cycling in the city also became a popular habit for residents. Except of using the bike-sharing system which was provided by City Government, another choice is to own a personal bike. However, there’re many researches in the field of bike. But the research about bike purchasing is limited. Therefore, this study examined purchase intention of innovative urban bikes based on Theory of Planned Behavior (TPB). Not only try to make sure this theory is suitable for this predicting or not, but also find the correlations between all dimensions (Attitudes, Subjective norms, Perceived behavioral control and Purchase intention). At the same time, we try to explore influential factors from every dimension and find out the main considerations of innovative urban bikes purchasing. After 329 data from bike users were analyzed, the empirical findings of this study are: 1. Theory of Planned Behavior (TPB) provides a suitable method of predicting consumer intentions to buy innovative urban bikes. 2. The intention of bike users to buy innovative urban bikes was mainly affected by their attitude and subjective norms positively. 3. Relative advantages and compatibility can positively predict attitudes. Both interpersonal influence and external influence can predict subjective norms effectively. And self-efficacy can predict perceived behavioral control positively.