| Summary: | 碩士 === 實踐大學 === 企業管理學系碩士班 === 97 === Over the recent years consciousness of environmental protection has been awakened, and the crude oil price hit a new record high above US$147/barrel in 2008. People prefer the bicycle which creates no pollution and requires no fuel. Due to the high-density urban population in Taiwan it is not easy to find a parking space for bicycles, especially in crowded urban areas. “Folding bikes” can be folded to a very small size and carried around easily; therefore, they are ideal for people who have limited storage space or need to combine their cycling with work or public transport. Folding bikes provide greater convenience and are selling like hot cakes in Taiwan.
The strong sales of folding bikes make more and more bicycle companies increase their investment in this market. The key to succeed in the filed is whether the companies really know the consumer’s demands and develop the products which satisfy their needs.
The samples of this research are “folding bikes” and the objective is to highlight the factors which stimulate consumers to buy folding bikes. Through comprehensive study of product involvement, marketing mix, life styles, brand and demographic characteristics besides clarifying the related variable of the aspects, the survey of this research offers suggestions for marketing strategy.
This research adopts written questionnaire and network questionnaire investigation. The effective written questionnaire of the research is 201 and effective network questionnaire of the research is 148. The statistical software is SPSS12.0. The factor analysis, reliability analysis, one-way ANOVA, simple regression analysis, hierarchical regression analysis and the hierarchical cluster analysis are used to confirm the hypothesis.
Shown below are the findings of this research:
1. There is a significant difference on the purchase intention of consumers from different life styles.
2. The product involvement has a positive impact on consumer purchase intention.
3. The marketing mix has a positive impact on consumer purchase intention.
4. The brand image has a positive impact on consumer purchase intention.
5. The folding bikes with higher prices are more saleable in the north of Taiwan.
The folding bikes with lower prices are more saleable in the south of Taiwan.
6. Those who are elder, male and have higher income tend to spend more budget in purchasing folding bikes and related equipment.
7. Those who love working tend to purchase the folding bikes in older age.
Those who love entertainment tend to purchase the folding bikes in younger age.
8. Those who love working have higher income.
Those who love entertainment, family life and social activity have less monthly income.
9. Gender, age, educational background, marital status and the average monthly income have significant impact on the aspects of different life styles.
10. Those who focus on future planning lay great stress on the band image.
Those who pursue the fashion decline to stress the brand image.
11. Brands of different folding bikes have significant impact on the aspect of consumers’ average monthly income and social activities.
Keywords：Folding Bike, Consumer Purchase Intention, Product Involvement, Marketing Mix, Demographic Characteristics, Brand Image
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