探討生活型態與知覺風險對自行車環島參與者影響性之研究

A Study on Lifestyle and Perceived Risk of Round-the-Island Cyclist

秦雅嫺(Ya-Hsien Chin) ； 徐英凱(Ying-Kai Xu) ； 楊于萱(Yu-Xuan Yang) ； 陳鴻閔(Hong-Min Chen)

《休閒觀光與運動健康學報》 4卷2期 (2014/03) Pp. 42-56

摘要

本研究因應自行車環島風氣盛行，藉由捷安特旅行社所提供三條環島路線，利用問卷發放及統計分析方式對環島自行車友之生活型態與知覺風險特性進行分析。問卷內容共分為「基本資料」、「生活型態」及「知覺風險」三部份。所採用統計分析方法包括信度分析、因素分析、卡方分析、集群分析等。將「知覺風險」進行集群分析後得到二集群類別，分別為「生活實務」型及「生理需求」型。「生活實務」型最重視「車種性能」，最不重視「身心狀況」，環島時則偏向以健身運動為目的，較不重視增進知識的要求。「生理需求」型最重視「身心狀況」，最不重視「車種性能」，環島時則偏向以增進知識為目的，較不重視休閒樂活的要求。

關鍵字

市場區隔 ； 集群分析 ； 生活型態 ； 知覺風險

並列摘要

In this study, statistical analysis on lifestyle and perceived risk of round-the-island cyclist is investigated. The routes in the survey is provided by Giant travel agency. The questions in this survey include three parts such as: life style, perceived risk, and social background. The statistical analysis method include reliability analysis, factor analysis, chi-square analysis, and cluster analysis. Cluster analysis based on ＂perceived risk＂ divide the riders into ＂practical life＂ type and ＂physiological needs＂ type. What people of ＂practical life＂ type valued are bike performance, but not physical conditions. Moreover the purpose they sought for is fitness exercise when they ride the bike around the island. And they do not care the demand of pursuing learning. Nevertheless, what people of ＂physiological needs＂ type valued are physical conditions, but not bike performance. Moreover the purpose they sought for is pursuing learning when they ride the bike around the island. And they do not care the demand of LOHAS recreation.

並列關鍵字

Market Segmentation ； Cluster Analysis ； Lifestyle ； Perceived Risk