是品牌還是價格影響您再購──以自行車品牌依戀與價格敏感度影響再購意願

Whether brand or price influence your repurchase: brand attachment, price sensitive, and repurchase intention about bicycle

觀光休閒產業中，對於自行車品牌依戀是否超越品牌態度強度而影響消費者的再購意願，目前相關文獻的探討仍十分有限。因此，本研究目的希望藉由自行車品牌依戀，所引發消費者價格的敏感度，進而是否影響再購意願。研究對象以2015年4月24至26日自行車B、C級領隊證照研習會為研究範圍，並以該研習會所有參加學員為研究對象，共計152名。研究結果為消費者對於自行車品牌依戀會正向影響價格敏感度。品牌依戀可用來衡量消費者與品牌的連結程度，意願和行為雖不一定對應，但消費者有高的品牌依戀，將會有更高的實際購買行為，因此消費者注重的是品牌並非是價格。消費者會因為自行車的品質、評價、感受，使得消費者對品牌產生了依戀。從生活型態的層面來說，消費者為了解除平時工作與生活的壓力，所以導致消費者越來越注重以休閒方式的自行車作為活動，因此品牌若能提供價格或相關的服務資訊給消費者，會提高消費者的再購意願。 The bicycle brand attachment was going beyond brand attitude strength and influence consumer repurchase intention, and the literature was still not so much in tourism and leisure industry. Therefore, the purpose of this study was to understand bicycle brand attachment, the sensitivity of the consumer prices raised, thus it would not affect the consumer repurchase intention. In the study area of bicycles B, C class leader license workshop in April 24 to 26, 2015, and the workshop all total of 152 participations for the study objects. The results for the consumer’s bicycle brand attachment would positively affect the price sensitivity. Brand attachment could be used to measure the degree of link consumers and brands, though not necessarily corresponded to the intention and behavior, and there was high consumer brand attachment, they would have higher real purchasing behavior. Consequently, consumers pay attention to the brand was not the price. Consumers engendered attachment with brands that depended to quality of bicycle, evaluation, experience. From the lifestyle level, consumers were in order to relieve the pressure of work and life in peacetime, thus consumers was increasingly paying attention to leisure activity with bicycle. Furthermore, seller provided to price or relation services information to consumers about brands, which would increase the repurchase intention of consumers.