| Summary: | 碩士 === 大葉大學 === 管理學院碩士在職專班 === 100 === The main purpose of this study was to explore the relationship among participant motivation, enduring involvement, and purchase intention of protective apparatus for bicycle activities. In the research, a questionnaire survey was conducted with cyclists in Chang-hua County as objects of study, and a total of 412 valid questionnaires were received. The data was analyzed through descriptive statistics, independent-samples t-test, one-way ANOVA, Scheffe’s posterior comparisons, and Pearson product-moment correlation analysis. The results show: 1. most participants of cycling are men between 31 and 50 who haven’t joined a cycling team. 2. The participant motivation in cycling were significantly positively related to their enduring involvement, indicating the higher the participant motivation in cycling are, the higher the enduring involvement is. 3. The participants’ enduring involvement was significantly positively related to purchase intention of protective apparatus, indicating the higher the enduring involvement is, the stronger purchase intention of protective apparatus is. 4. The participant motivation in cycling were significantly positively related to purchase intention of protective apparatus, indicating the higher the participant motivation in cycling are, the stronger purchase intention of protective apparatus is. Finally, specific suggestions based on the research findings were given to participants of cycling, related industries of protective apparatus and future researches for reference.
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