女性小汽車購買行為研究—以大台北地區為例

The Study of Female Purchasing Automobile Behavior —A Case of Taipei Metropolis.

王敏莉(Min-Li Wang)

指導教授 ： 温博仕

淡江大學/管理學院/統計學系碩士班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00174

摘要

由於經濟快速成長，使得國民平均年所得提高，根據調查平均每戶自用小客車車主擁有1.5輛小客車，由於女性經濟自主能力提高，加上女性駕駛人的比例逐年增加，顯示女性駕駛人在家庭汽車的使用應該有顯著的增加，目前有關汽車消費行為研究相當多，但大多數皆以男性為主要研究對象，事實上女性購車市場是非常值得深入研究的。
本研究以大台北地區(包括台北地區及桃園地區)有購買汽車經驗的女性消費者為研究對象，探討媒體資訊變項，經由品牌形象、產品屬性及汽車偏好三個中介變項對於消費者在增購(或換購)時對目前使用之汽車品牌的再購意圖之影響，利用LISREL分析，建構適合女性購買汽車的一行為模式。
本研究分析結果顯示，不同地區的女性消費者在媒體資訊管道上確實有差異，且不同生活型態的區隔群對於象徵性的品牌形象和汽車舒適性偏好有顯著差異。本研究提出的女性小汽車購買行為研究模式，經由驗證結果發現，媒體資訊會影響消費者對於品牌形象的觀感及對產品屬性的重視程度，且對汽車的情感性態度偏好會受到產品屬性的影響，對於女性消費者購買意圖而言，媒體資訊則必須透過產品屬性對汽車偏好的影響，間接影響到女性消費者在換購或增購時的購買意圖。

關鍵字

生活型態 ； 購買意圖 ； 品牌形象 ； 結構方程模式 ； 線性結構關係

並列摘要

As the economy in Taiwan grows rapidly, the average rate of citizen’s income has improved a lot. According to investigate that average each homehold vehicle owner have 1.5 passenger vehicles. Because feminine economical independent ability enhancement and the rate of female driver increases year by year, show that female driver in the family use automobile should be significant increasing. There were many research about buying automobile behavior, but only foused on male. Actually the market of the female buying automobile in fact is extremely worth to study.
The research is based on female drivers have purchasing experiment in Taipei and Taoyuan area. And through mass media information, by way of brand image, product attributes and favored automobile product three variables to influence consumers’ purchasing intention when consumers want to chage their automobile. The study used LISREL software to construct a Structural Equation Modeling in order to distinguish female consumers’ purchasing automobile intention.
In analyzing result, female consumers in different area have different mass media information and different personal life style have different brand image of symbolic benefits and confortable favored. About female purchasing automobile behavior model, as the result, mass media information will effect upon brand image and product attributes. And favored automobile product will be influenced by product attributes. For female consumers’ purchasing intension, mass madia information must be through product attributes to direct to influence favored product and consumers’ purchasing intension at the second hand.

並列關鍵字

Life-Style ； Purchasing Intension ； Brand Image ； Structural Equation Modeling ； Linear Structure Relation ( LISREL)

參考文獻

1. 王俊棨(1997)。〈小轎車購買行為傾向之研究—Fishbein模式之應用〉，

11. 許春銀(2003)。〈女性汽車市場利益區格與滿意度之研究—以台中縣市為例〉，台中健康暨管理學院經營管理研究所碩士論文。

Mahwah, NJ: Lawrence Erlbaum Associates.

3. Bollen, K. A. (1989). A new incremental fit index for general structural equation Mod els. Sociological Methods and Research, 17, 303-316.

5. Boyd, H. W., Ray, M. L., and Strong. (1972). An Attitudinal Framework for Advertising Strategy. Journal of Marketing, 36, 27-33.