用户旅程视角下重庆与福建摩托车用户行为差异研究

A Study on the Differences in Motorcycle User Behaviors between Chongqing and Fujian from the Perspective of Customer Journey

摘要: 随着摩托车在中国综合交通体系中的地位再度上升，不同区域在地理环境与消费文化上的差异也使摩托车使用行为呈现出明显的地域特征。本研究基于用户旅程理论，从认知、决策、使用与反馈四个阶段，比较重庆与福建摩托车用户的行为与体验差异。研究采用半结构式访谈获取重庆、福建各40名摩托车用户资料，通过内容分析与人工编码，将访谈信息转化为可量化变量，运用描述性统计与卡方检验进行地区对比。在认知阶段，重庆用户更依赖社交视频与亲友推荐，福建用户相对偏向线下门店与官方渠道；在决策阶段，重庆用户更强调“通勤代步”的工具性用途，福建用户用途结构更为多元；在使用阶段，两地均以“自由、解压”为核心体验，但重庆更突出速度与操控感，福建在社交与身份认同层面表现更为显著；在反馈阶段，重庆用户对产品与售后满意度整体高于福建，福建在售后服务环节存在相对短板。研究表明，将用户旅程与区域文化结合，有助于揭示同一产品在不同区域嵌入差异化情境后的体验路径差异，为摩托车企业制定区域化品牌策略与用户体验优化方案提供实证依据。

Abstract: As motorcycles regain prominence within China’s integrated transportation system, regional differences in geography and consumption culture have led to distinct patterns in motorcycle use. Drawing on the customer journey framework, this study divides the motorcycle user experience into four stages—awareness, decision-making, usage, and post-use feedback—and compares behavioral and experiential differences between riders in Chongqing and Fujian. Semi-structured interviews were conducted with 40 motorcycle users in each region. Through content analysis and manual coding, interview data were transformed into quantifiable variables, which were then examined using descriptive statistics and chi-square tests for regional comparison. The results show that, at the awareness stage, Chongqing users rely more on social video platforms and recommendations from family and friends, whereas Fujian users are more inclined toward brick-and-mortar dealerships and official channels. At the decision-making stage, Chongqing users place greater emphasis on “commuting and daily transport” as a functional purpose, while usage purposes are more diversified among Fujian users. At the usage stage, riders in both regions describe “freedom and stress relief” as core experiences, but Chongqing riders highlight speed and handling, whereas Fujian riders attach greater importance to social interaction and identity expression. At the feedback stage, Chongqing users report higher overall satisfaction with products and after-sales services, while Fujian users perceive more shortcomings in the after-sales process. These findings suggest that integrating the customer journey perspective with regional cultural contexts helps to reveal how the same product is embedded in differentiated local situations and generates distinct experiential paths, thereby providing empirical support for motorcycle manufacturers to develop region-specific branding strategies and optimize user experience.