國民所得的提升,以及政府實施週休二日政策,使人民休閒時間增多,在追求豐富精神生活的需求下,各類的休閒運動便成為了現代人生活中相當重要的一部分。因此本研究針對台南地區從事參與自行車休閒活動之民眾進行不同生活型態在購買行為上之差異。 本研究採用問卷調查的方式,對台南地區自行車運動休閒參與者的購買行為、生活型態、人口背景變項進行問卷調查,抽樣方式採立意抽樣,共發放500份問卷,剔除無效問卷後實得有效問卷為492份,有效回收率為98.4 %,問卷回收後利用SPSS軟體進行因素分析及集群分析以獲得消費者之生活型態資料,並運用卡方檢定及獨立樣本t檢定、one-way ANOVA分析台南地區不同生活型態之自行車運動休閒參與者、及人口統計變項在購買行為上的差異。 本研究之重要研究結果如下: 一、 台南地區自行車運動休閒參與者之生活型態分為三類,分別為:理性穩健、品味自主、自由便利。 二、 在不同背景變項中自行車運動休閒參與者在對購買行為上的差異發現本研究教育程度、職業、個人平均月收入、每週運動頻率、騎乘自行車車齡、每次騎乘平均時間有差異存在。 三、 台南地區自行車休閒活動參與者之不同生活型態對購買行為各因素有顯著差異存在;而在購買管道、購買價格以及購買品牌中,不同之生活型態中之購買管道、購買價格皆有顯著差異存在,僅購買品牌沒有顯著差異。
The raise of GDP in Taiwan and the policy of two-day weekend, made the nations make an arrangement for more and more leisure time in their daily life. Seeking for a colorful spiritual life, all kinds of sports activities to play important roles of modern life. This research aims at the people’s consuming differences based on their life styles. Taking questionnaire investigation in this research to observe the consuming habits, lifestyle, and society backgrounds of extracurricular bicycle participants, picks decides sampling (Purposive Sample) the way, took 500 samples, minus the valid surveys rests 492 samples, the gathering rate is 98.4%. After the gathering, using SPSS12.0 carries on the analysis, factor analysis and group analysis to obtain the lifestyle of the consumers, with chi-square test, t-test, one-way AVOVA analysis to analyze the consumers’ differences of various lifestyles and population stactis to analyze the consuming habits. The findings discovered that: 1. The lifestyle of the extracurricular bicycle participants could be identified into three groups: rational buyers, fashion lovers, convenient users. 2. The consumers’ consuming habits has significant differences in their background situations, such as education, job, monthly salary, rate of sporting, years of riding bicycles and how long do they ride per trip. 3. Tainan’s extracurricular bicycle participants’ lifestyle made their consuming habits differs from each other; in the way of purchase, the price and the brand, different lifestyle has their differences in the price and way of purchase, only the brand doesn’t.