| Abstract: | The purpose of this study is to explore the relationship among the bicycle accessory consumers’ lifestyles, the herd behavior and their consumption behavior. The research objects and scope are the popular cycling routes and the riders at cycling shops in Taichung. Totally 220 questionnaires were distributed through random sampling, and 220 questionnaires were retrieved. Totally 220 of the questionnaires were valid, and the effective retrieval rate was 100%. In this study the SPSS for Windows 20.0 statistical software was used as the analysis tool, and statistical methods such as narrative statistics, reliability analysis, independent sample t test, single-factor variance analysis and regression analysis were used as the analysis methods. The analysis results are as follows: (1) Most bicycle accessory consumers are men, and the most common marital status is married. The most common age is 29 and below, the education level is mostly college or university, the occupations are mostly in the military, public office or education field, and the income is mostly between NT$40,000 and NT$60,000. The cycling partners are mostly friends and relatives, and most of them have just one bicycle. (2) After an independent sample t test and a single-factor variance analysis, we found that riders in different genders and with different numbers of bicycles have significantly different lifestyles, riders with different occupations and different numbers of bicycles have significantly different consumption behavior, and riders with different numbers of bicycles have significantly different herd behavior. (3) After a regression analysis, we found that bicycle accessory consumers with different lifestyles have significantly different consumption behavior, and riders with different herd behavior also have significantly different consumption behavior.
However, if we use the herd behavior as an interference variable, then riders with different lifestyles have no significantly different consumption behavior. |
