消費者購買產品意向行為研究-以自行車產品為例

面臨地球暖化現象日趨嚴重，綠色環保概念趨勢已形成熱門話題，自行車產業在台灣掀起一股熱潮。本論文以自行車消費者之購買意向與綠色概念、流行文化、休閒行為及其周邊商品購買意願進行模型建構之研究，以便了解消費者對自行車產品購買意向的影響因素。本研究除針對各自變項的質性文獻整理外，並採用問卷調查方式，在大台南地區發放220份問卷，有效問卷100%，透過描述性統計、信度分析、差異分析及迴歸分析等統計方法進行資料研究。本研究結果發現，「婚姻別」、「年齡」、「月收入」對綠色環保概念有顯著差異影響，顯示不同的人口統計變項對綠色環保概念有不同的認知程度。「月收入」對流行文化有顯著差異影響。「性別」、「居住地」、「職業」對休閒行為有顯著差異影響，男性受訪者比女性受訪者對休閒行為有較高的參與意願。本研究並提出複迴歸及邏輯斯迴歸模型的建構，結果發現流行文化、休閒行為對於購買自行車的滿意度與購買意願有顯著效應。反而，綠色環保概念對於購買自行車的滿意度與購買意願，沒有顯著影響。

關鍵字

綠色概念；流行文化；休閒行為；消費者行為；多元迴歸分析

並列摘要

The global warming becomes serious and people willing to spend their money on the green products, such as bicycle. In Taiwan, the bicycle industry becomes very popular in recent days. In order to investigate what affects the consumers make their decisions to buy a bicycle. We surveyed the bicycle consumers’ consuming intention, green concept, pop culture, leisure culture and willing of buying the peripheral products of bicycle. There are 220 questionnaires surveyed on the bicycle consumers in Tainan area and the response rate is 100%. According to the surveys, we performed descriptive statistics, reliability analysis, variance analysis and regression analysis. We obtain the main findings as follows: (1) The green concept was affected by marriage, age and monthly income. (2) The monthly income was further influenced the pop culture. (3) The leisure culture was affected by gender, localization and occupation. (4) Male was more willing to do some leisure activities. This study suggests the consuming intention was affected by pop culture and leisure culture. However, the green concept does not involve in their willing to buy the bicycle.