| Summary: | 碩士 === 國立臺灣師範大學 === 運動與休閒管理研究所 === 97 === The purpose of this study was to investigate lifestyle and consumer behavior of skateboard participants in Taipei. Subjects were participants who skated in Taipei extreme sport park. The method adopted in this study was questionnaire survey which were analyzed by descriptive statistics, chi-square test, one-way ANOVA, t-test, cluster analysis. Distributing 510 questionnaires and 392 questionnaires were valid. The Major findings were as follows：(1) The participants were mainly under 29 years old and their occupation were mainly students. Education level was college and they were mostly not married. Their income including allowance was below NT$10,000. (2) The lifestyle of the participants could divided into 「sports and leisure group」 and 「fashion and pleasant group」(3) The participants in consuming decks and T-Shirts were mostly choosed other brands. When in purchasing price, decks were mostly between NT$1,501-NT$2,000, T-Shirts were mainly under NT$1,000, shoes were chiefly between NT$2,001-NT$2,500. When in decision time, which were mainly decided right away. When in Post-Occupancy Evaluation, decks、T-Shirts and shoes were chiefly satisfied. (4) The variables of skateboard’s lifestyle and consumer behavior in different personal background show obvious differences. (5) The variables of skateboard’s consumer behavior in different lifestyles show obvious differences.
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