以手段目的鏈探討自行車運動休閒價值

Apply Means-end Chain Model to Investigate Values Associated with Cycling

廖鴻霖(hunglin liau)

指導教授 ： 高立學

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2010年)

摘要

自行車運動休閒已漸成為受國人歡迎的活動，引發藉由手段目的鏈探討自行車運動價值的動機。本研究目的為：一、探討自行車運動休閒吸引參與者活動屬性；二、探討自行車運動參與者所獲得的益處；三、探討自行車運動休閒參與者實現的價值。研究設計採用質性訪談，受訪者來自台中縣地區自行車店16名、自行車社團成員8名、車友5名和中部某大學休憩系教師1名，總計有30位參與此次訪談，其中男性26名、女性4名。以階梯法 (laddering) 的方式對受訪者做半結構式訪談，瞭解參與者起初選擇自行車運動的原因，參與後獲得的益處，最後這些益處對參與者產生了甚麼價值、滿足哪些需求。訪談結果進行逐字稿和內容分析，結果顯示屬性構面提及次數最多的是「有運動的機會」(35次)；結果構面提及次數最多的是「健康」(69次)；價值構面提及次數最多的是「成就感」(9次)。接著，進行「屬性-結果-價值」連結分析，得出25條連結，「屬性」連結「結果」的部分，「有運動的機會」連結「身體健康」，提到次數最多 (6次)。「結果」連結「價值」的部分，「認識很多朋友」連結「良好的人際關係」，提及5次，次數最多。研究結果將提供有用資訊給自行車相關業者和推動自行車運動者參考。

關鍵字

自行車 ； 手段目的鏈 ； 價值 ； 階梯法

並列摘要

Cycling is becoming popular in Taiwan. The popularity triggers the motivation for investigating the values associated with the cycling activity. The purpose of this research is threefold: First, explore the attributes of the cycling activity which can attract participants. Second, investigate the benefits of cycling for participants. Third, investigate values fulfilled by cycling. Study design adopted qualitative interviews to collect data. Interviewees came from bike shops (16), bike clubs (8), cycling participants (5) and faculty of a university (1) in Taichung County. In total, the sample had 30 interviewees with 26 males and 4 females. An interview method of laddering with a semi-structured interview guideline was used. Interview questions included: the reasons why the participants began to do cycling; which benefits derived from cycling; which values contributed by the benefits and which needs satisfied by cycling. Interviews were recorded and transcribed word by word, and then content analysis was conducted. The results showed that the most frequently mentioned code of attributes of cycling was "opportunities to do exercise" (35 times). The most frequently mentioned code of consequences of cycling was "health" (69 times). The most mentioned code of values associated with cycling was "sense of accomplishment" (9 times). Further, analyses of "attribute - consequence - value" were conducted and found 25 links. The most frequently mentioned link between attributes and consequences was the link from "opportunities to exercise" to "good health" (6 times). The most frequently mentioned link between consequences and values was the link from “opportunities to meet friends” to “good relationships with others” (5 times). This study provides useful information for managers in the bicycle industry and for people who promote cycling activities.

並列關鍵字

Cycling ； Means-end Chain ； value ； laddering

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