Recreational cyclists’ psychological values:A means-end investigation

• Main Authors: Tsai-Yuan Liao, 廖彩鴛
• Other Authors: Hui-Mei Chen
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/56728344395629509186

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 98 === Over the past few years, recreational cycling has grown in popularity. This study extended means-end approach to examine the factors associated with the experiences of recreational cyclists. The main purpose was to explore the role and meaning of the benefits associated with this type of recreational activity. By using the “laddering” technique, a total of 60 subjects participated in one-on-one in-depth personal interviews and then the interviewing data were analyzed. With the method of Content Analysis, the content codes of attributes, consequences and values were derived. The inter-coder agreement and Jury Approach were applied to examine the reliability of Content Analysis in this study. A HVM (Hierarchical value map) was drawn to how the relationships among concepts. The outcomes generally referred to positive consequences or benefits. It also highlighted several key personal values including pleasure, possessing health, high life quality, a sense of freedom, and achievement that appeared to serve as the higher level “ends” that cyclists took away from their recreational cycling activity. The research findings hold important implications for researchers and practitioners interested in studying recreational cycling. Moreover, strategic marketing implications were recommended at the end to conclude this study.