台灣經濟起飛後，個人所得亦相對提升，對一般機車需求已不僅是代步之工具，隨著2002 年 7 月 l 日起大型重型機車開放後，以重型機車為主軸之活動應運而生，合法之機車競速運動與機車休閒活動成為新的休閒風潮與議題。本研究以台北地區重型機車活動參與者為研究對象，以參與動機、生活型態、心流經驗及認知風險等四個層面來探討其對消費意願之影響。研究結果發現：1.不同集群在心流經驗程度上具有顯著性的差異。2. 各集群之參與動機對消費意願具有部份顯著預測力。3.各集群之生活型態對消費意願具有部份顯著預測力。4.各集群之認知風險對消費意願具有少數部份顯著預測力。5.各集群在心流經驗改善措施上有不同的重視項目。 Due to Taiwan Economic getting better, personal's income are obviously increased. Nowadays, the motorcycles are not just for the traffic purpose only any more. Since 1st July 2002, the Heavy motorbikes have been allowed to be ridden on most of Taiwan Roads by new law. Therefore the new activities for the Heavy motorbikes become more and more. Legal Motorcycles racing sport and leisure activities become the new topic and trend for the leisure life. This research purpose is to find out the influence of purchasing desire from four ways by Participating motivation; Life style;Flow experience;Risk comprehension. This research target groups are based on the motorcycles retail shops or the members of the motorbikes fleet.The research result is as following:1. The Flow experiences for different groups are obviously different. 2. The Participating motivation in each group is with some obviously forecast capability for the purchasing desire. 3. The Life style in each group is with some obviously forecast capability for the purchasing desire. 4. The Risk comprehension in each group is with few obviously forecast capability for the purchasing desire. 5. Each Group has different key point items for improving countermeasure of the Flow experience.
