| Summary: | 碩士 === 中華科技大學 === 經營管理研究所 === 103 === A study of protective gear consumer buying behavior for heavyweight motorcycle riders
Since July 2012 when heavy weight motorcycles were allowed to run freely on the high way, demands for heavyweight motorcycles have increased following with a burgeoning market of protective gear for the motorcycle riders. As product features and consumer lifestyle may affect consumer buying decisions, this study, therefore, tends to analyze the factors which influence consumer buying decision of protective gear for heavyweight motorcycle riders.
This study was conducted qualitatively through in-depth interview, which including informants’ social reference, buying motivation, product branding and distribution as well as consumer purchase behavior. The data and information gathered was then analyzed through descriptive factor analysis, cluster analysis and single-factor analysis of variance. The result of this study revealed the buying decision of protective gear is mostly influenced by consumers’ personal lifestyle and by product attribute concern such as quality, design and function.
Keywords: consumer buying decision, product attribute, consumer lifestyle, protective gear for heavyweight motorcycle rider
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