| Summary: | 碩士 === 元智大學 === 國際企業學系 === 97 === In recent years, bicycles have progressively had people’s attention and become the signs of health, environmental protection, entertainment, and recreation. Especially in the last two years, folding bicycles that are easy to carry have become prevailing in Taiwan and a number of bicycle firms were consequently established.
Moreover, there are few studies about folding bicycles so that this study desires to further understand the considerations to consumers’ purchase intention of folding bicycles. Thus, the purpose of this study is to investigate the relationship between brand image, product attributes, lifestyles, and purchase intention of folding bicycles. In addition, this study analyzed and compared the differences of GIANT, MERIDA, and KHS according to the distribution of the samples.
The results revealed that consumers usually regard the functional brand image as the top priority and then is experiential brand image and symbolic brand image in turn. In addition, functional brand image represents the most of GIANT and MERIDA’s brand image and experiential brand image stands for the most of KHS’s brand image. The two product attributes of weight & folding and price & service and the two lifestyles of leisure & sports and hobbies & achievements are the best predictors of purchase intention of folding bicycles. However, the three firms are consistent with each other in references to product attributes and lifestyles; it further indicates that consumers won’t change their lifestyles or regards for product attributes of folding bicycles according to different folding bicycle brands.
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