[[abstract]]Abstract This purpose of this study is to understand the relationship between horsemanship consumer’s lifestyle and behavior in North Taiwan. This research purpose is to understand the population statistic variables feature, lifestyle and consumer behavior of horsemanship consumers. We also compare the behavior and lifestyle in different personal background to find out the relation between them. We distributed 520 questionnaires in 10 different horsemanship clubs from May 1st to May 14th, 2006. After deleted invalid questionnaires, there are 428 valid questionnaires and valid rate is 82.3%. Data obtained was analyzed by Average, Standard difference, χ2 test, t-test, factor analyze, group analyze and one-way ANOVA. The result lists down below: 1.Except gender variable, rest of the variables of horsemanship consumer’s lifestyle in different personal background show obvious differences. Study’s hypothetical 1 denied. 2.The variables of horsemanship consumer’s consumer behavior in different personal background show obvious differences. Study’s hypothetical 2 denied. 3.The variables of horsemanship consumer’s consumer behavior in different lifestyles show obvious differences. Study’s hypothetical 3 denied. According to the result of the study, suggestions were provided to horsemanship club owner and further study which based on five different aspects, including population statistic variable of horsemanship consumer in north Taiwan, consumer behavior, the influence causes by population statistic variable to consumer behavior, the influence of consumer behavior which causes by different lifestyle and the direction for future study. Keyword: Horsemanship, equestrian consumer, lifestyle, consumer behavior
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