近年來，自行車環台運動已經成為台灣熱門的休閒活動，隨著性別的差異，男性和女性在從事自行車環台活動也會存在著不同的看法。本研究以計畫行為理論（theory of planned behavior, TPB）之概念為基礎，並利用線性結構方程模式（structural equation modeling, SEM）進行自行車環台者之態度、主觀規範、知覺行為控制與行為意圖之間的探討，並將性別變數納進模型內做考量，期能更深入瞭解性別差異對自行車環台意圖的影響。本研究以網路電子問卷之方式針對曾參與或近期內意圖進行自行車環台者進行發放，共回收400份有效問卷。一、女性對於「態度會影響行為意圖」的路徑關係強度會比男性來的強;其中，女性對於可增進與同行者或當地民眾的情誼、體驗當地民情風俗、可體驗新事物、獲得自我成長與自我實現因素的需求均高於男性。二、男性對於「主觀規範影響行為意圖」的路徑關係強度較女性強，以媒體和社會氛圍的影響較大。三、知覺行為控制對於男性與女性具有一定程度的影響力;其中，參與者認為活動本身需要較多設備或有困難度的，故可知，不論男性或女性皆視騎乘自行車環台為一項具有一定難度的活動。 Recently emerging trends are pointing to bike riding as an important mode of recreation and transportation in Taiwan. It is known that men and women have different views on bicycle trip round Taiwan. This paper uses the theory of planned behavior to study the travelers' intentions on bicycle trip round Taiwan and investigates the relationships between attitude toward the behavior, subjective norm, and perceived behavioral control by structural equation modeling, and take the variables of gender into consideration and to understand the gender differences in the travelers' intentions on bicycle trip round Taiwan. A total of 400 questionnaires were distributed to those respondents who are identified as actual or potential bicycle tourists round Taiwan. Empirical results reveal that (1) The intensity of path relationship of “the traveler's attitude toward the behavior were affected by intention” towards female is stronger than male and the female demand is higher than male for the factor of facilitating the relationship between companies and local residents, experiencing the local customs, participating new things, getting self-growth and self-realization; (2) The intensity of path relationship of “the traveler’s subject norm toward the behavior was affected by intention” towards female is stronger than male; especially the influence form media and environment; (3) The Perceived behavioral control has a significant impact on both male and female. And people think that there are more equipments and difficulties involved in this activity, therefore, we can think that bicycling trip round Taiwan is a difficulty activity for both male and female.
