台灣人生活與摩托車息息相關，除了交通運輸外，也是休閒旅遊的工具。以往眾人較在乎機車產品與騎士喜好因素、背景因素之間的關係，較少探討騎乘吸引力本身對於騎士心理之影響。騎乘機車心理層面涉入到一定程度，可以為騎乘者帶來樂趣、自信等這些高於民生需求的精神價值，對於這樣的騎乘者來說，更重要的是在過程中體驗到的感覺，機車產品外觀或基本配備等對於騎士的影響力反而相對較少。即使是同樣的機車特質，因為騎乘機車的心理涉入程度不同，有可能特質帶給使用者的滿意度也不一樣。本研究以騎乘機車的心理主觀涉入來區分機車使用者，探討兩族群看待同一個機車吸引力，在Kano model的品質屬性呈現上是否不同。
研究結果顯示，在21個因子當，高涉入群認為魅力品質者有3個，低涉入者則無；高涉入群認為一維品質者有3個，低涉入者有3個；高涉入者認為必要品質有2個，低涉入者有6個。以高涉入者認為的魅力品質「省時」、「油錢很少」與「容易安排時間」為例，這3個情境若能出現，對於高涉入的人來說，可以大幅增加對於騎乘機車的滿意度。如果車款銷售對象為高涉入者，則可以針對這些方向進行設計。

Motorcycle plays an indispensable role in Taiwanese daily life. It is not only a vehicle for transportation but also an instrument for leisure and travel. In the past, most researches more focused on the inter-relationship between motorcycle products, the factors of rider’s preference and the background factors than on the impact of riding attraction itself on the psychology of rider. As far as the psychology of riding motorcycle is concerned, once involved to a certain degree, it can bring about the spiritual values, such as pleasure and confidence which are higher than basic needs, to the motorcyclist. For them, the influence of feeling experienced during the process is more important than that of motorcycle appearance and equipment on motorcyclist. Even compared with the same motorcycle features, different degrees of involvement of riding motorcycle by the user may lead to different degrees of satisfaction to the user. This research uses the model of subjective psychological involvement of riding motorcycle to differentiate motorcyclists into two groups and probes into whether there displays a difference of quality attribute of Kano model between these two groups as viewing the same motorcycle attraction.
The result of this study shows: among 21 factors, there are 3 factors recognized as attractive quality by high involvement group and none by low involvement group; 3 factors recognized as one-dimensional attribute by high involvement group and 3 factors by low involvement group; 2 factors recognized as must-be quality by high involvement group and 6 factors by low involvement group. Taking ｀save time’,｀low gasoline cost’and ｀easily arrange time’ these attractive qualities for examples, which are identified by high involvement group. If these three factors appeared, they will hugely increase satisfaction of riding motorcycle as far as the high involvement group is concerned. As a result, if a motorcycle model is targeting the high involvement group, these factors are well worthy of consideration when designing the promotion campaign.

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