This research took on an actual on-site investigation aiming at Merida Industry Co.?Ltd which organized the LOHAS (Lifestyle of Health and Sustainability) plan?to discuss and analyze its affects on enterprise image?enterprise competitiveness?customer loyalty and LOHAS attitude when an enterprise conducts a LOHAS plan. The distribution date of questionnaires was April 27?2008 when Merida Industry Co.?Ltd was organizing the Round-the-Lake LOHAS activity at Sun Moon Lake. The research was done through a purposive sampling method after considering that it was a special characteristic for riders riding on bicycles?and thus?was chosen to distribute the questioners at times when the riding started and when it had ended. The questionnaire contents were based on the five points of Likert scale to direct toward ?enterprise image???enterprise competitiveness??customer loyalty? and ?LOHAS attitude??four parts to perform outcome analysis and examination.
This research has adopted the SPSS statistics software to carry out descriptive statistics?reliability analysis and Independent Samples t-Test and One-Way ANOVA analysis. There were altogether 488 effective questionnaires and the Cronbach?s ? questionnaire reliability value was 0.917.
From civilians that I had interviewed?I have discovered that in the respect of interviewees? social experience background on gender differences?male outnumbered the female; in the respect of interviewees? age groups structural differences?the majority of them aged 31 to 40 and followed up by 21 to 30; in the respect of interviewees? education levels?most of them came with university and college degrees and followed up by senior high school (vocational school) degrees; in the respect of interviewees? occupational differences?the majority of them were workers and followed up by service industry?armed force and government employees; and the majority of interviewees were married; and most of them earned between $40,000 and $60,000 per month and followed up by between $10,000 and $30,000. In the respect of interviewees? residing areas?most of them were residing at the central districts (Miaoli Taichung?Changhua?Nantou and Yunlin); in the respect of interviewees? most favorite places to go riding?most of them preferred counties/cities at the central districts (Miaoli?Taichung?Changhua?Nantou and Yunlin); in the respect of monthly riding frequency?most of them rode 2-4 times and followed up by more than 8 times; and in the respect of interviewees? partner/partners that accompanied them in that activity?most of them were friends and followed up family members. For those civilians that were interviewed?most of them spend approximately less than $400 and the next?by $401 to $800 every time they participate in a bicycle activity.
The outcomes of the research indicate that: 1. Regarding on an enterprise organizing the LOHAS activity?the civilians affirm that it is capable to raise the enterprise image?enterprise competitiveness and customer loyalty. 2. Regarding on civilians? LOHAS attitude while participating in an activity?they tend to consider the environmental responsibility while involving in consuming activity?and that the mean on both considerations of personal and family health matters is higher than 4. This indicates that while participating in an activity?the civilians pay a high respect to environment.
