大型重型機車兼具運動與休閒之強大吸引力,各項產品與資訊廣被討論及重視,但相關研究卻如鳳毛麟角。據此,本研究於2011年12月至2012年3月間,以台灣北部地區550C.C.以上紅牌重型機車騎士為研究對象,共發放128份問卷,有效問卷為124份,有效回收率達96.88%。問卷回收後採用SPSS為研究工具,結果發現:年齡、職業、教育程度、每月平均所得及居住地區等人口統計變數不同,其購買動機、消費體驗亦顯著不同;部份人口統計變數對休閒參與、改裝、購買新舊車及加入車隊意願亦具有顯著差異;購買動機顯著正向影響消費體驗,顯示騎士購買動機愈強,消費體驗愈強,顯示「資訊蒐集」、「興趣夢想」、「親友影響」及「冒險刺激」之購買動機愈強,則騎士之「挑戰極限」、「光鮮耀目」、「生活樂趣」及「騎乘享受」之消費體驗愈強。
Motorcycles contain the profound attraction of motion and leisure. Each product and information about motorcycles are widely discussed and regarded; however, researches related to motorcycles are very rare. Based on this point, from December, 2011 to March, 2012, our study aims at motorcyclists who own red-license-plate motorcycles with 550 cubic centimeters of gas capacity in northern Taiwan. We totally provide 128 questionnaires and 124 of them are valid. The overall effective response rate reaches to 96.88%. After reclaiming questionnaires, we apply SPSS as an analytical tool. The consequence shows that the diversity of statistical variables of population makes the difference of purchasing motives and consuming experiences; the statistical variables of population include age, career, level of education, average monthly income, residence and so forth. Parts of statistical variables of population also have significant difference among participation of leisure, refit, purchasing of new or used motorcycles and will of joining joyriding teams. In addition, purchasing motives place a positive effect on consuming experiences. Thus, the stronger purchasing motives of motorcyclists are, the stronger consuming experiences will be. Among them, the stronger purchasing motives of “gathering of information”, “hobby and dream”, “influence of relatives and friends” and “excitement of taking adventure” are, the stronger consuming experiences of “challenging extreme”, “dazzle”, “living amusement” and “enjoyment of joyriding” will be.
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