| Summary: | 碩士 === 國立中正大學 === 企業管理系研究所 === 104 === The population of cycling in Taiwan is getting larger in these several years. In 2013, the population of cycling had already achieved 2,450,000. Cycling in the city also became a popular habit for residents. Except of using the bike-sharing system which was provided by City Government, another choice is to own a personal bike. However, there’re many researches in the field of bike. But the research about bike purchasing is limited. Therefore, this study examined purchase intention of innovative urban bikes based on Theory of Planned Behavior (TPB). Not only try to make sure this theory is suitable for this predicting or not, but also find the correlations between all dimensions (Attitudes, Subjective norms, Perceived behavioral control and Purchase intention). At the same time, we try to explore influential factors from every dimension and find out the main considerations of innovative urban bikes purchasing.
After 329 data from bike users were analyzed, the empirical findings of this study are:
1. Theory of Planned Behavior (TPB) provides a suitable method of predicting consumer intentions to buy innovative urban bikes.
2. The intention of bike users to buy innovative urban bikes was mainly affected by their attitude and subjective norms positively.
3. Relative advantages and compatibility can positively predict attitudes. Both interpersonal influence and external influence can predict subjective norms effectively. And self-efficacy can predict perceived behavioral control positively.
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