台灣大型重型機車品牌滿意度之研究－以屏東地區為例

Brand Satisfaction of Taiwan Heavy Motorcycle Riders-A Case Study in Pingtung

吳穌(Su Wu)；林紀玲(Chi-Ling Lin)；莊慶棋(Ching-Chi Chang)

大型重型機車 ； 品牌滿意度 ； Large heavy motorcycles ； brand satisfaction

運動健康休閒學報

5期（2014 / 06 / 01）

123 - 130

繁體中文

本研究目的為：探討屏東之大型重型機車騎士的品牌滿意度之差異情形。以屏東縣擁有大型重型機車駕照之166位騎士做為研究對象。研究工具為自編問卷「大型重型機車騎士的品牌滿意度問卷」，並以SPSS 13.0 for windows版統計軟體進行資料整理及統計分析，統計方法為描述性統計、t考驗、單因子變數分析，顯著水準定為α=.05，結果發現：一、不同性別、年齡、教育程度、機車類型、機車品牌騎乘大型重型機車騎士的品牌滿意度差異達顯著水準。二、不同月收入騎乘大型重型機車騎士的品牌滿意度差異未達顯著水準。期望本研究結果能做為未來有志於相關研究同好的參考。

The purpose of this study were to investigate the large heavy motorcycle riders brand satisfaction in Pingtung. The 166 subjects were Pingtung County had a heavy motorcycle driver's license. Research tools for the self-make questionnaire ＂large motorcycle rider brand satisfaction questionnaire＂, and with SPSS 13.0 for windows statistical software version as the data compilation and statistical analysis, statistical methods of descriptive statistics, t-test, one-way ANOVA, a significant level was set at α = .05, the results showed that: 1. different gender, age, education level, type of motorcycle, brand motorcycle riding heavy motorcycle riders brand satisfaction difference were significant level. 2. different levels of monthly income riding heavy motorcycle riders brand satisfaction difference did not reach significance level. The results of this study do expect those interested in research for future reference for enthusiasts.