This research study is focusing on the mid-high priced bikers to understand the process of bicyclers¡¦ purchasing behaviors and decision making. By studying bicyclers¡¦ purchasing behaviors, this research study will provide bikers¡¦ upgrading behavior patterns to bicycle manufacturers. This research study is using half structural formula to interview bikers who have mid-high priced bicycles. Based on process of data analysis in the grounded theory, this research study is using open coding, axial coding, and selecting coding methods to organize the response from participants. After using these three procedures, this research study receives five factors which can be used to form their interconnections. Lastly, this research study builds the upgrade model.