Results of this study show young and middle-aged generations mainly consider factors such as brand; appearance; lightness; convenience and price when choosing motorcycle.Males and females purchase suitable brand and model as per personal height; body size; preference for shape; etc. Females mostly select light model of 100~115c.c and are in favor of relatively low horsepower and compact shape; males prefer to choose 125-150c.c sport motorcycle with strong horsepower and huge size. Factor analysis results of shape cognition and usage evaluation can be divided into three factors: (1) appearance; (2) sense of design; (3) operability. 125c.c models generally show a huge and steady sense while 100c.c ones feel small and light. Simple arc appearance looks natural while complex and sharp appearances makes people feel unique. Curved design and small volume are suitable for females. These findings can provide a reference for subsequent relevant research development and future design development.
Keywords: Motorcycle; Generation Difference; Gender Difference; Semantic Differential method; Usage Evaluation
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