| Summary: | 碩士 === 國立體育大學 === 休閒產業經營學系 === 104 === Taiwan joined the World Trade Organization(WTO) in 2012. The government allowed people could import motorcycles and can be traded. The number of motorcycle riders on the increase recently. According to the record of DMV, there are more than 80 thousand motorcycles which get the license as at 31 August 2015. The customers now have more choices when they want to buy a motorcycle. To meet and enhance the need of target customer needs, knowing customer motivations of purchasing motorcycles is an important issue in Taiwan. This study is aimed to discuss influential factors of purchasing motorcycle for leisure by Analytic Hierarchy Process method for the gravity, including the store, marketing, vehicle, economic, and the purpose of using. We adapted the opinion of different experts and made the AHP model at first. Second, we investigated the customers with AHP questionnaire and analyze the data with the software of Expert Choice. The results showed that vehicle is the priority in this study, followed by economic, the purpose of using, store, and marketing. The format is the highest of all gravity. The study results will be a reference for enterprises of motorcycle in the future.
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