自行車逐漸從原來的代步工具轉變為休閒活動、運動健身，乃至自我實現，其中最受歡迎的便是公路自行車。隨著公路自行車的發展，周邊產品專業性也不斷增加，產品的種類更是繁多。面對工業化的發展，產品生命周期縮短，除了功能性和舒適性外，造型也不能馬虎，才能滿足消費者多樣化、多變的風格偏好。在研究中，首先根據涉入程度問卷篩選得分前三分之一的受訪者以評價構造法進行訪談，提取公路自行車騎乘體驗魅力的因素並對其分析。
根據研究結果，吸引高、低涉入者的公路自行車騎乘體驗魅力共有六個感受構面，為「安全感」、「便利感」、「愉悅感」、「輕鬆感」、「自在感」、「成就感」；高涉入族群以「安全感」相關聯性最高，對應「預防危險發生的產品」的魅力因素與「使用導航指路」的特徵；低涉入族群以「自在感」相關聯性最高，對應「自在的穿著」的魅力因素與「寬鬆剪裁的車衣，不顯身材曲線」的特徵。高涉入族群在公路自行車體驗中偏好與人互動，如騎乘中能聊天、危險發生時能互相照應、與朋友比較騎乘表現。低涉入族群在公路自行車體驗中偏好單獨活動，如獨自騎乘與自己比較，少了人際互動讓低涉入族群在騎乘時自由自在。研究成果可作為公路自行車周邊產品設計的參考，有望能吸引新手進入、抓住現有族群，增加從事公路自行車人口，以利產業往正向環發展。

The bicycle has gradually changed from the original means of transportation to leisure, recreation, sports and fitness, and even social self-realization. The most popular of these is road cycling. At present, as the development of road cycling becomes more and more complete, the products in the middle are also increasing with its professionalism, and the styles of the products are even more chaotic. Facing the development of industrialization, products The cycle of innovation and innovation becomes shorter, and besides function and comfort, styling cannot be sloppy, so as to satisfy the diverse and changeable style preferences of consumers.In this study, we first used the involvement questionnaire to screen the testees according to their scores. The top third of the scores were those with high involvement in cycling, and then conducted EGM(Evaluation Grid Method) interviews with high involvement in cycling to extract attractive factors and analyze them.

The bicycle has gradually changed from the original means of transportation to leisure, recreation, sports and fitness, and even social self-realization. The most popular of these is road cycling. At present, as the development of road cycling becomes more and more complete, the products in the middle are also increasing with its professionalism, and the styles of the products are even more chaotic. Facing the development of industrialization, products The cycle of innovation and innovation becomes shorter, and besides function and comfort, styling cannot be sloppy, so as to satisfy the diverse and changeable style preferences of consumers.In this study, we first used the involvement questionnaire to screen the testees according to their scores. The top third of the scores were those with high involvement in cycling, and then conducted EGM(Evaluation Grid Method) interviews with high involvement in cycling to extract attractive factors and analyze them.

According to research, attraction to involving in road cycling experience includes six aspects, which are the sense of security, sense of convenience, pleasure, sense of relaxation, sense of ease, and sense of achievement. The high involvement group is highly related to the sense of security, which corresponds to the attractive factors of danger-prevented products and the attractive feature of using GPS. The low involvement group is highly related to the sense of ease, which corresponds to the attractive factors of dressing comfortably and the attractive feature of a loose Cycling Jersey that doesn’t highlight the body curve. Highly involved in road cycling experience, people tend to interact with others, take care of each other when danger occurs, and compare the riding performance with friends’. Lowly involved in road cycling experience, people tend to ride alone. For example, they feel free without interpersonal interaction when they compare the riding performance with themselves. The research results can be used as a reference for the design of bicycle peripheral products. Hope to attract newbies, keep existing groups, increase the population engaged in road cycling, Make the industry develop towards a positive cycle.

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