A Research of the Relationship between Lifestyle and Product Attribute on the Bicycle Consumers - A Case Study for Taipei City

• Main Authors: Chun-Hung Chen, 陳俊宏
• Other Authors: Hsia-Ling Tai
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/02157617677748175015

碩士 === 臺北市立教育大學 === 體育學系體育教學碩士學位班 === 99 === The main purpose of this study was to confer the life styles and their preferences of bike consumers in Taipei City. With questionnaire and self-compilation scale, Life styles and their preferences of bike consumers in Taipei City, this study took 348 participants as the samples in the bike paths in YoungMing Shan, Kuantu, Jingmei, and Ma Chang Ting from 17 to 25 July. By Descriptive statistics, factor analysis approach, one-way ANOVA with repeated measures, Afterwards Comparison of LSD, cluster analysis, and discriminate analysis approach, the results were: 1. The dimensions of life styles of bike consumers in Taipei City are novelty in life, risk life, shopping reasonably, independent life, and fashion life. Bike consumers’ preferences are “bike style”, “brand”, “control ability”, “comfort”, and “price” in sequence. 2. Bike consumers in Taipei City can be divided into three groups: positive life group, novelty and independent life group, and passive and negative life group. 3.“Bike style” and “brand”, “control ability”, and “price” are the series preferences of positive life group and ordinary life group. “Bike style”, “comfort”, “brand”, and “control ability”, and “price” are the series preferences of fashion- chasing blindly life group.