自行車節能、減碳又可健身的特質，使得單車活動近年來在台灣已經成為假日休閒運動主要項目之一。因此，本研究針對高雄地區自行車騎士進行調查，探討品牌認知、人際影響與消費者需求與自行車升級購買意願的相關性。有效回收樣本253份資料，經統計分析發現：一、品牌認知與自行車升級購買意願有顯著之正相關。二、人際影響與自行車升級購買意願有顯著之正相關。三、消費者需求與自行車升級購買意願有顯著之正相關。根據研究結果，筆者亦提出相關建議給予後續研究以及自行車行銷從業人員做為參考。

The features of energy conservation, emission reduction and health of biking activities have already made it one of the primary leisure sports recently in Taiwan. Therefore, researchers surveyed bikers in Kaohsiung to investigate the correlation of brand cognition, interpersonal influence and consumer demand on consumer purchase intention. The statistics data on 253 samples revealed that: (1) There was positive correlation between brand cognition and consumer purchase intention. (2) There was positive correlation between interpersonal influence and consumer purchase intention. (3) There was positive correlation between consumer demand and consumer purchase intention. According to the results, the researchers presented some suggestions for the following research and bicycle marketing salesmen.