單車旅遊之新奇感、體驗對忠誠度之研究—以嘉義縣朴子溪自行車道為例

An Exploring Bike-Trip Study of Novelty Seeking and Experiencing on Loyalty

李岳修(Yueh-Shiu Lee)；李陸臻(Lu-Chen Li)

單車旅遊新奇 ； 單車旅遊體驗 ； 單車旅遊忠誠度 ； 中介效果 ； 邏輯斯分析 ； novelty seeking ； bike-trip experiencing ； bike-trip loyalty ； mediating effects ； logistic regression

島嶼觀光研究

6卷1期（2013 / 03 / 01）

27 - 48

繁體中文

單車旅遊的新奇程度與當下的體驗皆是影響騎乘者持續從事單車旅遊的重要因子，有許多研究指出，新奇會影響體驗，體驗會影響忠誠度，而新奇也會影響忠誠度，但先前的研究皆於探討兩兩之間的影響程度，卻沒有探討這三者的影響角色為何，所以本研究預計探討騎乘者對單車旅遊的新奇程度、騎乘中的體驗與單車旅遊的忠誠度，三者之間的影響程度或扮演的角色為何；本研究為實證性研究，以量化的方式分析，研究工具採自編之「單車旅行新奇追求、自行車道體驗及自行車道忠誠度問卷」，以立意抽樣方式，針對從事單車旅遊之騎乘者為研究對象，於嘉義縣朴子溪自行車道進行施測，回收並剔除無效問卷後，共得353份（有效率88.2%）。以描述性統計、多元迴歸分析等統計方法分析。問卷樣本以「男性」、「36~50歲」、「大學畢業」、「月收入20,000元以下」等人口族群居多。結果為新奇追求較高的族群，為男性、學生、每周騎乘3次以上、喜愛與朋友或家人騎乘、月收入20,001以上；單車旅遊之體驗為完全中介因子，表示單車旅遊之新奇程度只能經由單車旅遊之體驗間接影響單車旅遊忠誠度。本研究結論如要增加騎乘者對單車旅遊的忠誠度，必須要重視單車旅遊中的體驗，而單車旅遊中的體驗，則會依騎乘者對單車旅遊的新奇程度有所不同。

Levels of the novelty seeking (NS) and levels of the bike-trip experiencing affected heavily on riders' continuance intention to have bike-trips. Many studies indicated that NS affects experiencing and loyalty; while experiencing also affects loyalty. However, few had explored how these three variables affect each other. Therefore, this study aims to explore the roles of bike-riders' NS, their bike-trip experiencing and bike-trip loyalty. An empirical and a quantitative approach were applied. A self-developed questionnaire “Novelty Seeking, Experiencing and Loyalty on Bike Trips” was distributed to bike-riders on different bikeways in Taiwan. A valid sample of 353 respondents took part in this study. The descriptive statistic and multiple-regression were implanted. The results showed that male students, who go biking at least three times a week, love to bike with friends and family and earn more than NT20000 per month, have higher novelty seeking. Bike-riders' riding experiencing fully mediated the relationship of NS on bike-trip loyalty. Namely, if riders do not have strong ride-trip experiencing, their NS don't affect bike-trip loyalty. Therefore, this study argued that to increase bike-trip loyalty, the priority is to enhance bike-trip experiencing. Suggestion and implication were presented based on the results on this study.

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