大型重型機車之參與者的風險認知與知覺價值對安全護具購買意願之影響

大型重型機車之參與者的風險認知與知覺價值對安全護具購買意願之影響
李宜靜¹、黃國珍^2*

¹國立臺北商業大學創意設計與經營研究所研究生
²國立臺北商業大學創意設計與經營研究所
*通訊作者：黃國珍kuochen@ntub.edu.tw

摘要

本研究旨在探討大型重型機車之參與者的風險認知、知覺價值對安全護具購買意願之研究。透過網路問卷調查收集301份曾經參與大型重型機車之駕駛或乘客之問卷資料，經以AMOS進行CB-SEM分析發現：(1) 風險認知顯著正向影響知覺價值；(2) 知覺價值顯著正向影響購買意願；(3) 風險認知並未顯著影響購買意願；(4) 年齡顯著影響「風險認知」；(5) 居住地區顯著影響購買意願；(6) 性別、職業、月收入、每月從事重機活動頻率、重機活動年資、每月重機活動相關花費、以及是否參加重機隊都未顯著影響風險認知、知覺價值與購買意願。本結果可協助大型重型機車安全護具製造商或行銷商瞭解影響消費者購買重機安全護具之因素，以利業者研發設計更符合重機參與者安全需求之護具。

關鍵字：大型重型機車安全護具、風險認知、知覺價值、購買意願。

A Study on Risk Perception and Perceptual Value of Participants of Large Heavy Motorcycles on the Purchase Intention of Safety Protective Gear

Yi-Jing Li¹, Kuo-Chen Huang^2*
^1.Institute of Creative Design and Management, National Taipei University of Business
²Institute of Creative Design and Management, National Taipei University of Business
*Correspondence: Kuo-Chen Huang kuochen@ntub.edu.tw

Abstract

This study investigates the influence of risk perception and perceived value on the purchase intention of participants to purchase safety gear for large heavy locomotives. Using an online survey, we gathered data from 301 individuals who have used or been passengers on large, heavy-duty motorcycles. The data were analyzed using AMOS software, revealing that: (1) there's a strong positive correlation between risk perception and perceived value; (2) perceived value significantly boosts the intention to purchase; (3) risk perception doesn't directly influence the intention to purchase; (4) participant age significantly affects risk perception; (5) the area of residence of participants plays a crucial role in influencing purchase intention; and (6) factors such as gender, occupation, monthly income, frequency of engagement in heavy engineering activities, years spent in heavy engineering tasks, relevant monthly expenses, and participation in heavy vehicle groups did not significantly affect risk perception, perceived value, or purchase intention. These findings can guide manufacturers and marketers of safety gear for large, heavy motorcycles. Understanding these determinants can help industry stakeholders design products that more effectively address the safety needs of heavy motorcycle users.

Keywords: Safety protective gear for large heavy locomotives, Risk perception, Perceived value, Purchase intention.