自行車騎乘者參與動機、滿意度與重遊意願之研究

NHUIR > College of Management > Department of Cultural & Creative Enterprise Management > Disserations and Theses(Cultural & Creative Enterprise Management) > Item 987654321/24295

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Title:	自行車騎乘者參與動機、滿意度與重遊意願之研究
Other Titles:	Study on The Participating Motivation, Satisfaction and Revisit Willingness of Cyclist
Authors:	許登耀 Shiu, Deng-You
Contributors:	文化創意事業管理學系文創行銷碩士班黃昱凱 Yu-Kai Huang
Keywords:	滿意度;參與動機;自行車;萬眾騎BIKE;重遊意願 Revisit willingness;Satisfaction;Cycling;Peoples to ride BIKE;Participating Motivation
Date:	2016
Issue Date:	2016-10-21 15:27:15 (UTC+8)
Abstract:	本研究旨在瞭解自行車騎乘者在參賽動機、滿意度與重遊意願之差異情形，並以參與2015「萬眾騎BIKE」單車活動的自行車騎士為研究對象，採用問卷調查法蒐集相關資料，問卷內容包括「自行車騎乘者個人基本資料」、「騎乘動機量表」、「滿意度量表」、「重遊意願量表」以及「參與單車活動車友之特質」等五個部分。本研究的取樣地點在起終點－社口萬興宮，共回收377份，經統計分析後，所得結論如下：1.參與動機中以「健康適能」得分最高，而「人際互動」的得分較低。2.多數人最重視「餐飲服務」，而對於「遊憩設施」的要求較小。3.騎乘者的職業與收入分別在「萬眾騎BIKE」單車活動的參與動機與重遊意願上有顯著差異。舉例來說，相對「自由業」的族群來說，「服務業」的樣本在「學習新知與成長」構面更有顯著動機。4.自行車騎乘者之不同參與動機對重遊意願有顯著差異；自行車騎乘者之不同滿意度構面對重遊意願有顯著差異；自行車騎乘者之不同參與動機對重要度有顯著差異。例如「參與認知」的動機越高，騎乘者之重遊意願也越高。　　此外，經由滿意度分析發現「餐飲服務」的得分較高，「路線規劃」與「遊憩設施」的得分較低，建議「萬眾騎BIKE」單車活動相關承辦單位可在路線規劃、會場軟硬體設施各方面進一步改善其品質，將有助於參加者日後的重複參與活動的意願。　　This study aims to understand differences in the participating motivation, satisfaction and revisit willingness of cyclist, and to take cyclists who participate in the cycling event of “2015 Peoples to ride BIKE” for the study subject. It collects relevant data by using questionnaires which includes five parts: “basic personal data of cyclist ＂,” scale of riding motivation ＂, ＂satisfaction scale＂, ＂scale of revisit willingness＂ and ＂qualities of cyclists to participate in cycling＂. In this study, sampling location sets in the start and finish lines--Wanxing Palace of Shekou. Questionnaires are conducted by convenient sampling with a total of 400 distributions, in which there are 377 complete questionnaires and 330 valid questionnaires, with the effective recovery rate of 82.5%.　　Complete data is analyzed by SPSS12.0 software, according to research data and using descriptive statistics, factor analysis, reliability analysis, the independent sample T-test, one-way ANOVA and chi-square test, etc.; therefore it comes to results as follows:1. In the participating motivation, the ＂Healthy Fitness＂ gets the highest average scores, while the “social interaction” gets lower average scores.2. There is the greatest demand for the importance of ＂catering＂, while smaller for ＂recreational facilities＂.3. In the satisfaction, facet with higher average score is ＂catering＂, while lower for ＂route planning＂ and ＂recreational facilities＂. Thus, there is still room for improvement in the aspects of route planning and soft & hardware facilities of the venue to the cycling event of “Peoples to ride BIKE”.4. There are significant differences in participating motivation of cyclists from different professions; there is no significant difference in the importance and satisfaction of basic characteristics of different cyclists; there are significant differences to revisit willingness among cyclists who have different average monthly income and have different number of participation in the cycling event of “Peoples to ride BIKE”.5. Different participating motivations of cyclists have significant difference in revisit willingness; different satisfactions of cyclists have significant difference in revisit willingness; and different participating motivations of cyclists have significant difference in the degree of importance.　　Based on the above results, I would propose several suggestions to the organizer of the cycling event of “Peoples to ride BIKE” and subsequent researchers, hoping to be helpful to enhance the status of participation in cycling event.
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