本研究旨在探討自行車消費者的購買意圖，對於自行車的知覺形象、知覺品質、價格可接受度、象徵性價值、情感性價值、交易性價值與消費者購買意圖之間的關係。本研究針對有購買自行車之消費者作為研究對象，於民國99年6月進行問卷調查，計得到209份有效問卷，並以SPSS統計軟體進行敘述性統計分析、T檢定、變異數分析、因素分析、迴歸分析。

This study aimed to investigate consumers 'purchase intention of bicycle. The perceived image, perceived quality, price acceptability, symbolic value, emotional value and trading value of the bicycle with the relationship between consumers' purchase intention. In this study, the consumer has to buy a bike as a research object, on June 31, 2010 conducted a questionnaire survey meter to obtain 209 valid questionnaires and SPSS statistical software descriptive statistical analysis, T test, ANOVA, factor analysis , regression analysis.