川藏线自行车骑乘者的价值追寻研究——基于"手段-目的链"模型

Psychological values of cycling to the Sichuan-Tibet line:A hierarchical analysis based on Means-end Chain Model

为洞悉川藏线骑乘者价值层面的动机,研究以手段-目的链模型(Means-end Chain Model,MEC)为分析框架,采用软式阶梯法对48名入藏骑乘者进行深度访谈。结果发现:最受受访者重视的11项活动属性经由16项体验结果的"中介"作用形成7大价值要素;各要素分3个层级呈现横向与纵向相关,"挑战性-获得心流体验-愉悦感"、"历时长-完成人生成长仪式-自我认同"以及"队友互帮互助-感动经历-关心他人和社会-社会需求满足"构成3条关键价值脉络;愉悦感、自我认同、社会需求满足是骑乘者价值追寻的"终极存在"。

The purpose of this study was to explore the participating motivation and obtained personal meanings and values of the cyclists cycling to the Sichuan-Tibet line.Total 48 cyclists participated in in-depth personal interviews,and"Means-end Chain"approach and the laddering technique were used to uncover the value-based motivations.Three categories were obtained,such as 11 attributes,16 consequences and 7 values,which reflected the complicated motivations of the cyclists with horizontal and vertical correlations."Challenging-Getting the flow experience-Pleasure","Duration-Completing life′s growth ceremony-Self-identification",and"Teammates can help each other-Moving experience-Caring about others and society-The meeting of social needs"were the three key value link paths.Three most commonly mentioned values:pleasure,self-identification and the meeting of social needs were the ultimate existence of cyclists’value pursuit.