以美感生活型態探討女性消費者對不同類型汽車外觀的選擇偏好

Using the Aesthetics Lifestyle to explore the female Consumers' preference for the appearance of different types of cars

陳毓芯(Yu-Hsin Chen)

指導教授 ： 陳瑾儀

中原大學/商學院/企業管理研究所/碩士(2017年)

https://doi.org/10.6840/cycu201700206

摘要

2015年全球汽車市場創新高，而全球各大區域的汽車銷量以亞洲和美國居多。汽車網站Edmunds.com調查顯示，美國在今年（2016）有近41%的豪華車是被女性買走，遠高於五年前的37%。女性的崛起也促使車市場提高更多的行銷策略。汽車外觀的設計對消費者來說是一項重要的購車因素(景怡齡，2005)。曾鳳蓮（1998）之「女性消費者行為研究」中指出女性消費者在汽車外觀的重視程度明顯地大於男性。外觀是美感的呈現，因此本研究主要加入美感生活型態並探討女性消費者對汽車種類外觀的選擇偏好。本研究使用階層集群分析法進行汽車外型的分類，使用因素群落分析法將女性消費者分群。問卷總共發放兩次，皆採用紙本問卷，研究對象為台灣各地區女性。第一階段問卷30份，經由女性填答後，選擇三組相對較多女性重視之形容詞語彙做為汽車外觀分類之構面。正式問卷樣本數共243份，探討女性消費者之美感生活型態對汽車外觀類型及款式的選擇偏好。研究結果將汽車外觀分為「時尚奔馳」、「傳統穩重」、「自由簡約」、「運動休閒」四種類型，並將女性消費者之美感生活型態分為「即時享樂家」、「簡單生活家」、「時尚美學家」、「氣派奢華家」、「品味藝術家」五種類型。經由變異數分析法探討女性消費者之美感生活型態與汽車外觀風格、汽車款式之偏好情形，結果顯示女性消費者相對較不偏好傳統穩重方正的車款，則相對較偏好流線感及現代感的車款。而在車款中，女性消費者對掀背車的偏好程度大於休旅車以及轎車。再經由雙因子變異數分析法得知，女性消費者之美感生活型態對汽車外觀或汽車款式的偏好皆無交互效果。研究貢獻在汽車外觀設計上，建議朝著流線型與現代感的方向著手，排除方正且複雜的元素，複雜的正面、較稜角的側面。由於女性消費者對於掀背車的款式偏好還是相對比較高的，因此建議在掀背車的款式上可以加入更多的時尚、簡單與休閒運動風之元素，供給市面上的廠商可以做考慮與採納。

關鍵字

汽車外觀 ； 美感生活型態 ； 偏好

並列摘要

Global automotive markets have reached the new high point in 2015, and the best car selling area is Asia and the United States around the world. Edmunds.com survey shows that nearly 41% of luxury cars in the United States were bought by women in 2016, which is 37% higher than past 5 years, in addition, the higher authority of women facilitates the automotive market to put more attention on the marketing strategy. The appearance of the car design for consumers is an important car factors (King Yee Ling, 2005). Zeng Fenglian (1998) in the "female consumer behavior research" pointed out that female consumer significantly put more emphasis on car’s appearance than man. Since the appearance is one crucial aspests of the aesthetics. This rearch applyes the aesthetic lifestyle and discusses the preference of female consumers toward the appraeance, and we use the Cluster Analysis to classify the automobile appearance. Using the factor analysis and cluster analysis separate the female into the groups. There are two stages of the questionnaires, and the samples are from the females in Taiwan. In the first stage, 30 questionnaires were distursbited to females to select three adjectives as the measurement of car appearance. In the second stage, there are 243 questionnaires are collected to investigate the preference of the female consumers toward aesthetic lifestyle and car appearance and type. The car appearance is classified as Fast & Fashion, Old-School, Simple and Sports, moreover, the female consumers of aesthetic lifestyle are classified into five clusters which are Hedonism, Simple-Life, Top-Fashion, Luxurious and Arty. After ANOVA analysis, women prefer the traditional stable Founder less and perfer the streamlined and modern type more. Female consumers prefer Hatchback more than SUV and Sedan in the type of car. By using two-way ANOVA analysis, we also found that the aesthetic lifestyle has no interactive effect on the appearance and the type of cars. Therefore, we can provide suggestion to the car compains that the design should be streamed and modern instead of stable, complex and edges. When design the apprarence of Hatchback they can put more fashion, simple and sports elements to gain more female customre’s preference.

並列關鍵字

Car Appearance ； the Aesthetic Lifestyle ； Preference

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