本研究分析台灣自行車消費者的購買決策過程，以產品與商店利益的重要性作為區隔基礎，進行市場區隔，然後以人口統計變數描述區隔特性，並分析各區隔的購買決策過程，提供業者制定行銷策略之參考。結果將消費者區隔為「經濟型」、「資訊型」、「外顯型」及「實用型」，並發現不同區隔之消費者在人口統計變數及購買決策過程有顯著差異，業者應依不同區隔擬定不同行銷策略，以滿足消費者的需求。

　　　　　This study analyses the buying decision processes of bicycle consumers in Taiwan. On the basis of the importance of product and store benefits, we segmented the bicycle market. Then we used demographic variables to describe the market segmentations and analysed the buying decision processes among the segmentations. The results can be used as references for marketers in developing marketing strategies. The market was segmented into “economic,” “information,” “appearance,” and “functional” types. We found that demographic variables and buying decision processes have significant differences among the various market segmentations. Marketers should devise different marketing strategies for different segmentations to satisfy the needs of various types of consumers.