此研究是以健康信念模式為研究架構，並將騎乘自行車運動作為研究場域，研究目的為希望透過健康信念模式探討消費者在COVID-19的影響之下，會如何影響消費者的個人認知，再影響選擇騎乘自行車的意圖。 針對問卷蒐集部分，本研究採用便利性抽樣方法，對於一般社會大眾進行調查，收回有效問卷416份，並以SEM結構方程模式做進一步的問卷結果分析。 研究結果發現，COVID-19會影響個人的自覺嚴重性及自覺罹患性，再影響騎乘自行車行為， 在學術貢獻上，過去研究並未探討過COVID-19、健康信念模式以及自行車之關係。管理意涵上，由於COVID-19會影響個人的自覺嚴重性及自覺罹患性，再影響騎乘自行車之行為，此研究結果可提供自行車廠商在疫情當下預估市場之參考，來制定營銷策略。 ;This research uses the health model model as the research framework, and uses cycling as the research field. The purpose of the research is to focus on the impact of consumers on COVID-19 through the health model model, and how it will affect consumers’ personal perceptions. Affect the purpose of choosing to ride a bicycle. Regarding the questionnaire survey part, this study adopts the 416 valid questionnaire surveys, and the SEM structure model is used for further analysis of the survey results. The results of the study found that COVID-19 will affect the perceived susceptibility and perceived seriousness of individuals during follow-up, and then affect cycling behavior. In terms of academic contributions, past studies have not explored the relationship between COVID-19, health belief models, and bicycles. In terms of management implications, because COVID-19 will affect the perceived susceptibility and perceived seriousness, the behavior of cycling. Therefore, the results of this research can provide reference for bicycle manufacturers in the tourism project market to formulate marketing strategies.
