| Summary: | 碩士 === 國立金門大學 === 觀光管理學系 === 103 === Discuss consumers’ perception has been valued by the marketing community. To achieve the purpose of sale, understanding the idea ascertain consumers' propensity is necessary. Therefore, scholars generally indicate to perceived value and perceived risk in these two areas to explore purchase intention of consumers. Cycling is a product which refers to high-value, more complex and deeper involvement. About consumers’ purchase intention of these products, the impact differences between perceived values and perceived risks is less to be studied. Based on literature review to screen facets, the purpose of this research is to establish a conceptual integration model which applies intermediary role of perceived values to indicate perceived risk and purchase intention. Through bike distributor entities to assist the distribution and collection of 430 questionnaires, 414 valid questionnaires are processed to be tested by the structural equation modeling of the integrated model. The research results indicate that perceived value of willingness of purchase shows a statistically positive significance. In addition, perceived risk on purchase intention reveals a negative significant impact. Perceived risk also shows a negative significant effect on perceived value. There is a partial intermediary result between perceived risk and purchase intention. The six facets of perceived value can be referred to the perceived value, especially in prices value. Excepted in the risk of time, five of six facets of perceived risks are referred to perceived risk especially in the risk of body.
Key words：perceived value, perceived risk, purchase intention
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