自行車參與者深度休閒與遊憩專門化之研究－以美利達單車消遙遊爲例

A Study on the Effect of Motivation and Serious Leisure on Recreation Specialization in Cyclists-An Empirical Case of Merida's Event

10.29807/JTITAS.201006.0005

朱瑞淵(Jui-Yuan Chu)；陳梅君(Mei-Jyun Chen)

遊憩動機 ； 深度休閒 ； 遊憩專門化 ； recreation Motivation ； serious Leisure ； recreation specialization

智慧科技與應用統計學報

8卷1期（2010 / 06 / 01）

55 - 67

繁體中文

隨著休閒及健康概念的興起，自行車逐漸成為一種流行的活動，因此了解參與者對自行車的近憩專門化程度，對於活動的推廣應有其一定的助益，為此本研究欲了解自行車參與者遊憩動機、深度休閒對遊憩專門化的影響，並以美利達單車消遙道活動參加者為對象，透過立意抽樣，共發出406份問卷，其中有效問卷391份。研究結果發現：參與者的近憩動機以健康是能為最高，對自行車活動的深度休閒程度為中上，但近憩專門專門化程度則偏低。進憩動機對深度休閒呈現顯著正向影響；道憩動機、深度休閒對遊憩專門化呈現顯著影響，但只有深度休閒對遊憩專門化呈現顯著正向影響；不同個人背景之白行車參與者在近憩動機、遊憩專門化及深度休閒上皆有顯著差異。 依此本研究建議自行車廠商能夠持續推廣自行車相關活動，同時於活動中增加自行車騎乘及維修之訊息宣導，並將活動參與者視為未來行銷的主要潛在對象，以帶動自行車風潮。

Along with the leisure and healthy concept's starting, the bicycle becomes one kind of popular activity gradually. Therefore, understanding cyclists’ recreation specialization should be worth to pay attention for the promotion of the bicycle activity. This research wants to understand the relationship among recreation motivation, serious leisure and recreation specialization. The object of study is focused on cyclists in the Marida bicycle event. The purposive sampling was used and 391 questionnaires collected. The result shows that the main reason of participating is healthy, and their serious leisure is above average but with lower specialization. Recreation motivation has positive effect on serious leisure have. The recreation motivation and serious leisure have significant effect on recreation specialization, but only serious leisure with positive effect. The multivariate variance of analysis showed that the cyclists' demographic have significant effects on the recreation motivation, recreation specialization and serious leisure. Finally, we suggest that the bicycle manufacturer should hold the bicycle related activity continually, and promote the information about maintenance and riding technology of bicycle, and put the activity participators as the major potential marketing population, and leads the bicycle activity and industry booming.

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