Strategies change among cycling participation phases

Upon the sequence model of cycling participation, it demonstrates that cycling activities are processed successively in several action phases from preliminary activities in leisure time, updated journeys to advanced cycling habitually according to cycling attributes. Table 5-3 demonstrates the different weight of twenty-eight persuasive features in three phases.

Table 5-3 The proportion of twenty-eight persuasive features in three cycling phases (%)

Persuasive features Preliminary participate Gradual involvement Habitual activities

Reduction 15.0% 5.6% 0.0%

Third-party endorsement 0.0% 0.0% 0.0%

Verifiability 0.0% 0.0% 0.0%

74 Through inspecting the results differences among three phases, the weight of each persuasive feature is truly changed from phase to phase in female cycling. Each persuasive feature properties are reflected upon its consequences. From the weight result of twenty-eight persuasive features in each cycling phase, there are five trends of change are observed and proposed in following interpretations as table 5-4.

Table 5-4 Five trends of persuasive feature weight changing among three cycling phases

Type Trend among three phases Description

A Persuasive features successive employed increasingly along phases

B Persuasive features successive employed decreasingly along phases

C Persuasive features successive employed equally along phases

D Persuasive features employed concavely along phases

E Persuasive features employed convexly along phases

Through each interpretation of table, it demonstrates that the influences of each persuasive feature in three phases are differently from the consequences with their percentage. The percentage of weight shows influences of persuasive feature upon consequences are varied from each phase. Since the persuasion scores of consequences are different in each phase, for measuring the influences of each persuasive feature, persuasive features versus consequences table are divided in three phases based on in order to interpret their influences in each phase.

A. Persuasive features successive employed increasingly along phases

Under this trend, weight of persuasive features is general increasing from the first to the third phase.

From preliminary participate phase, most the weight of these features are little, but they increase to greater ones till habitual activities phase to phase. For example, the weight proportion of persuasive feature are successive increasing from the first to the third phase typically shown in tailoring from 6%, 13.1% to 37.7% in table 5-5.

Table 5-3

75 Table 5-5 Consequence components of tailoring with scores change along three phases

Consequence of Tailoring in each phase

Preliminary participate Gradual involvement Habitual activities

Average weight 6% 13.1% 37.7%

Therefore, the increasing weight trend shows the influences of tailoring for cycling primary task support as persuasive feature are enhanced following with developing of cycling phases and should be employed increasingly depending on the corresponding consequences. However, the increasing influences among phases not represents the features should be employed increasingly in all situations but with the corresponding consequences. For example, tailoring is not proposed to be employed to provide for explore and challenge in the first phase until gradual involvement and habitual activity phase.

In addition to tailoring, the influences of persuasive features including rehearsal, cooperation, and recognition are also increasing progressively from the first to the third phase of female cycling. The detailed influences of these persuasive features upon corresponding consequences are shown in

76 Appendix D.

Table 5-6 Persuasive features with increasing influences along three phases (%) Persuasive features

In three phases Preliminary

participate Gradual

involvement Habitual activities

3 Tailoring 6% 13.1% 37.7%

7 Rehearsal 3.2% 6.6% 18.1%

26 Cooperation 0.0% 8.2% 7.5%

28 Recognition 0.0% 1.9% 5.4%

B. Persuasive features successive employed decreasingly along phases

In contrast to the increasing trend, the results also reflect that weight of persuasive features is decreasing from the first to the third phase. From preliminary participate phase, most of the weight of these features are heavy, but they decrease to smaller ones till habitual activities phase to phase. For example, the average weight of persuasive feature are successive decreasing from the first to the third phase typically shown in reduction from 15.0%, 5.6% to 0% in table 5-7.

77 Table 5-7 Consequence components of reduction with scores change along three phases

Consequence of Reduction in each phase

Preliminary participate Gradual involvement Habitual activities

Average weight 15.0% 5.6% 0.0%

Therefore, the decreasing trend shows the influences of reduction for cycling primary task support as persuasive feature are reduced following with developing of cycling phases and should be employed decreasingly depend on the corresponding consequences. However, the decreasing influences among phases not represents the features should be employed decreasingly in all situations but with the corresponding consequences. For example, reduction is proposed to be employed strongly through providing interactive experiences for female cyclist in their preliminary participation. But the employment could be decreased in gradual involvement phase. In the lately phase of habitual activities, the persuasive feature of reduction is not suggested to employ anymore according the table.

In addition to reduction, the influences of persuasive features including suggestions, similarity, liking,

78 and social learning are also decreasing progressively from the first to the third phase of female cycling.

The detailed influences of these persuasive features upon corresponding consequences are shown in Appendix D.

Table 5-8 Persuasive features with decreasing influences along three phases (%) Persuasive features

In three phases

Preliminary participate

Gradual involvement

Habitual activities

1 Reduction 15.0% 5.6% 0.0%

11 Suggestions 8.8% 3.3% 2.5%

12 Similarity 7.2% 1.6% 0.0%

13 Liking 9.9% 2.3% 0.0%

22 Social learning 4.8% 5.0% 1.5%

24 Normative influence 22.1% 4.4% 4.5%

C. Persuasive features successive employed equally along phases

Under this trend, the weight of persuasive features is general keeping equally from the first to the third phase. From preliminary participate phase, the influence of the feature is not changed a lot until habitual activities according to the average weight results. For example, the weight of persuasive feature are almost equal from the first to the third phase typically shown in rewards from 2.0%, 3.3% to 1.5% in table 5-9.

79 Table 5-9 Consequence components of rewards with scores change along three phases

Consequence of Rewards in each phase

Preliminary participate Gradual involvement Habitual activities

Average weight 2.0% 3.3% 1.5%

However, the equal average weight among phases not represents the features should be employed equally in all situations but with the corresponding consequences. Since proportion of weight show influences of persuasive feature upon consequences among each phase, the average weight shows the influences of rewards for cycling dialogue support as persuasive feature are keeping equal but aim to different consequences for developing in three cycling phases. For example, rewards is the persuasive feature which is proposed to be employed to provide much enjoyment in journey at the first phase, the feel of easing body and mind at gradual involvement phase, and others’ praises in habitual activity phase.

In short, the weights of rewards are equal among three phases but different employments should be considered upon the corresponding consequences.

80 D. Persuasive features employed concavely along phases

Under this trend, the weight of persuasive features is especially little at the middle than the first and third phase. With heavier weight in preliminary participate phase, the influences of the feature are little at habitual activities but turn to heavy at the third phase. For example, the weight of persuasive feature are changed in the three phases in this way typically shown in simulation from 4.2%, 1.5% to 6.0% in table 5-10.

Table 5-10 Consequence components of simulation with scores change along three phases

Consequence of Simulation in each phase

Preliminary participate Gradual involvement Habitual activities

Average weight 4.2% 1.5% 6.0%

Since percentage of weight show influences of persuasive feature upon consequences are changed among each phase, it shows the influences of simulation for cycling primary task support as persuasive feature are different with developing of cycling phases. For example, simulation is the persuasive feature

81 which is proposed to be employed for providing approaches to enliven life at the first phase but not essential for gradual involvement phase. In other words, employing simulation in habitual activities is especially emphasized with applying on giving enjoyment throughout journeys. Simulations persuade cyclists the image or video records and processes for encouragement from others’ or themselves’

experiences.

E. Persuasive features employed convexly along phases

Opposite to concave trend, the weight of persuasive features is especially heavy at the middle than the first and third phase in the convex curve. With little weight in preliminary participate phase, the influences of the feature are heavier at habitual activities but turn to little at the third phase. For example, the weight of persuasive feature are changed in the three phases in this way typically shown in tunneling from 4.6%, 12.3% to 0.7% in table 5-11.

82 Table 5-11 Consequence components of tunneling with scores change along three phases

Consequence of Tunneling in each phase

Preliminary participate Gradual involvement Habitual activities

Average weight 4.6% 12.3% 0.7%

Since amounts of percentage show influences of persuasive feature upon consequences are varied from each phase, it shows the influences of tunneling for cycling primary task support as persuasive feature are different with developing of cycling phases. For example, tunneling is the persuasive feature which is proposed to be employed for providing directive guiding at the middle phase of gradual involvement but not essential in the first or last phase. In other words, it is especially emphasized to employ persuasive feature with providing directive guiding through tunneling in gradual involvement phase.

In addition to tunneling, the influences of persuasive features including praise and social role are also in the convex trend from the first to the third phase of female cycling. The detailed influences of these

83 persuasive features upon corresponding consequences are shown in Appendix D.

Table 5-12 Persuasive features in convex trend along three phases (%) Persuasive features

In three phases Preliminary

participate Gradual

involvement Habitual activities

2 Tunneling 4.6% 12.3% 0.7%

8 Praise 0.0% 8.8% 0.5%

14 Social role 4.8% 5.0% 1.5%