| Summary: | 碩士 === 國立臺灣體育學院 === 休閒運動管理研究所 === 98 === The main purpose of this study was to examine the relationship between cyclists’ lifestyle and their consumption behavior in central Taiwan. Surveys were disseminated to the cyclists in the Taichung Dakeng Chung-Cheng camping area, Taichung County High Speed Rail Station, Chihkan Top on County Road 136, and Fengshan Temple on County Road 139. A total of 380 surveys were disseminated and 351 valid surveys were returned. The statistical techniques included descriptive statistics, chi-square test, one way ANOVA, independent sample t test, and cluster analysis. The significant research findings obtained from the data analysis included the following: (1) Most cyclists were male, between 36 and 42 years of age, and married; in addition, they have received college education, worked in the industry as their primary profession, and had average monthly incomes of $20,001 - $40,000 NT dollars. (2) Cyclists’ lifestyle fell into three categories, “Formosan serow- Doctrine of the mean sense group”, “Variegated butterfly- Positive active group”, and “Formosan black bear- Traditional conservative group”. (3) Cyclists with different demographic characteristics showed no significant difference on the lifestyle variables. (4) Cyclists with different lifestyles demonstrated significant differences on the consumption behavior variables. (5) Cyclists with different demographic characteristics also demonstrated significant differences on the consumption behavior variables. Based on the findings, the researcher provided concrete recommendations for business practitioners to improve their future operation. Practitioners could design marketing strategies and launch promotional campaigns for the cyclists with different lifestyles so as to enhance their purchase intension and the level of satisfaction.
|
|---|
