大型重型機車參與者認真性休閒特質、休閒效益與幸福感關係之研究

台灣在民國91年加入WTO，7月1日起即開放排氣量逾150c.c.以上之重型機車進口。又於民國101年7月開放150c.c.以上500c.c.以下重型機車可行駛快速道路。台灣擁有豐富的生態資源與美麗的地理環境，尤其台灣四面環海，美麗的海岸線更成為重機族擁抱的天然長廊。自重型機車開放，國內重型機車的銷售量都呈現倍數成長。統計至民國101年1月底，500c.c.以上重型機車已進口達26,940輛，重型機車駕駛人已逐漸成為重要且深具購買潛力的消費族群，為了解這群快速成長的社群，以作為企業未來市場開發的基礎，本研究有以下幾個目的：（1）了解重型機車參與者在從事重型機車活動時其幸福感是否會受到參與者對重型機車認真性休閒特質之影響，以決定認真性休閒特質對幸福感之影響。（2）探討重型機車參與者在從事重型機車相關休閒活動之休閒效益與幸福感之關係，以了解重型機車參與者從事重型機車相關休閒活動之休閒效益對其幸福感之影響。（3）探討重型機車參與者從事重型機車相關休閒活動時之休閒效益，在認真性休閒特質與幸福感之間所扮演的角色，以利於重型機車參與者為市場區隔之相關業者擬定適當之行銷方案。為達上述目的，資料搜集上，本研究透過台中地區大型重型機車販賣及租賃業者，與各大車隊之車友的協助發放問卷，包括：九天重機騎士團、老鷹車隊、哈雷重機、中驥聯合、杜卡迪重機等，樣本資料的取樣時間為2014年3月份至4月份間。總計共發出230份問卷，有效問卷為205份。研究結果如下：（1）大型重型機車參與者認真性休閒特質越明顯，其幸福感越高。（2）大型重型機車參與者認真性休閒特質越明顯，其休閒效益越大。（3）大型重型機車參與者之休閒效益越大，其幸福感也越大。

關鍵字

認真性休閒；休閒效益；幸福感

並列摘要

Taiwan joined the WTO in 2002 and permitted the import of motorcycles beyond 150c.c that same year on the 1st of July. Later in July 2012, motorcycles between 150c.c and 500c.c were permitted to ride on specific expressways. Taiwan is rich in natural resources and gorgeous geographical environments. Moreover, the sea encircles Taiwan and the beautiful coastline has become the natural waterfront promenade for motorcycle riders. Followed by the import of over 150c.c. motorcycles, the domestic sales volume for the motorcycle market has increased rapidly. The authoritative figure says over 550c.c imported motorcycles had reached 25,940 by the end of January in 2012. Motorcycle riders are becoming important and potential consumers of the country. In order to understand this fast growing group for the purpose of helping market development strategies for related businesses, there are several purposes in this study: (1) To understand whether the happiness influenced by serious leisure traits or not for the participant of motorcycle riders. (2) To investigate the relationship between leisure benefits and happiness, with the aim of knowing the influence of leisure benefits on happiness for the participant of motorcycle riders and related leisure activities. (3) To investigate the role that motorcycle riders play among leisure benefits, serious leisure traits and happiness when participants attend related leisure activities. Study data was collected by motorcycle vendors, leasing industries, motorcycle fleet and individual riders including Chio-Tian motorcycle fleet, Eagle fleet, Formosa Harley Riders Club, Kawasaki Taiwan Club and Ducati Motor Club Taiwan, conducted to collect data from March to April 2014. Of the 230 distributed questionnaires, 205 were effective. The result shows that: (1) the more obvious of serious leisure traits for motorcycle riders, the more happiness they experience. (2) the more obvious of serious leisure traits for motorcycle riders, the more leisure benefits that they have. (3) the more obvious leisure benefits that motorcycle riders receive, the greater happiness they feel.