自行車活動參與者之消費行為與行銷策略初探：以找尋自行車御宅族為目的

Preliminary Study on Bicycle Activity Participants’ Consuming Behavior and Related Marketing Strategy: Looking for the Bicycle Otaku as Main Purpose

Bryan提出「遊憩專門化」的概念，泛指人們從事遊憩活動時，從廣泛、低涉入到專門、高涉入的過程。日本野村總合研究所也重新定義「御宅族」，泛指對特定領域的狂熱份子，具有高消費、蒐集、創作與表現的慾望與行為。自行車運動在台灣於近年興起，而自行車迷的行為模式跟前述行為有類似之處。本研究於是提出自行車御宅族的概念。本研究參考日本御宅族的相關文獻，擬定自行車消費行為問卷，採便利取樣方式，對竹苗二地從事自行車運動的民眾發放，共回收123份問卷。研究者以SPSS 14.0中文版統計軟體，對資料進行主成分分析；發現受試者消費行為主要有「產品」、「活動」、「資訊」、「價格」四個構面。本研究進一步依據研究對象從事自行車運動的頻率與消費行為強度，將其區別為「高強度—高頻率」、「高強度—低頻率」、「低強度—高頻率」、「低強度—低頻率」四種參與類型；並以此類型為自變項，以前述四個構面為依變項，進行one-way MANOVA分析。研究發現，產品與價格構面並不會因為參與類型而有顯著差異。高頻率參與者在資訊構面，顯著高於低頻率參與者；「高強度—高頻率」參與者在活動構面則顯著高於其他類型。從傳統市場區隔的觀點，對高頻率自行車參與者，提供更多自行車相關資訊是有效的；對高頻率—高強度參與者提供更多自行車活動也是必要的。另一方面，考量自行車御宅族的特性；那些每週參與自行車活動超過一次，且所使用自行車本體價值超過一萬塊的族群，是最典型的自行車御宅族。他們可以充分發揮蒐集、創作與社群的3C策略，幫助業者推廣自行車相關產品。

Bryan brought up the concept of “Recreation Specialization”， which refers to the process from broad and low involvement to specialized and high involvement when people do recreation. In Japan， Nomura Research Institute (2005) redefined the term “Otaku”， which refers to the maniacs in certain field， and they have the desires and behaviors in consumption， collection， creation， and expression. Bicycle sports have risen in Taiwan in recent years， and bicyclist behaviors have something similar to those mentioned above. This research brings up the concept of “Bicycle Otakus”. With the Japanese researches about Otakus as references， this research drafted the questionnaires of bicycle-consumer behavior and distributed these questionnaires to bikers in Hsin-Chu and Mio-Li by convenience sampling. Finally， Researcher received 123 questionnaires. By using SPSS 14.0 software in Chinese version to make principal component analysis， researcher found that there are mainly 4 constructs- product， activity， information， and price in consumer behaviors. Further more， according to the bicycling frequency and strength of consumption behaviors， researcher derived 4 participation types， which are “high strength -- high frequency”， “high strength -- low frequency”， “low strength -- high frequency”， and “low strength -- low frequency”. And with these 4 types as independent variables and those 4 constructs as dependent variables， researcher conducted the One-way MANOVA analysis. Researcher found that there are no significant differences in product and price constructs while participation type varies. In information construct， participation of high frequency rather than low frequency is significant. And in activity construct， participation of “high strength -- high frequency” type rather than other types is significant. From the traditional viewpoint of the market segment， it is effective to provide more bicycle-related information to the participant of high frequency while is necessary to offer the participant of high strength -- high frequency more bike activities. With the consideration of the Bicycle Otaku’s characters， on the other hand， the most typical Bicycle Otaku who participates in more than one time activities per week and has a bike cost more than 10 thousand NTDs will do well in 3C (i.e. collection， creativity， and community) strategies to help the enterprise to promote the bicycle product.