並列摘要
This study aims to discuss the decision- making behavior of the students of the National Yunlin University of Science and Technology's management for motorcycle purchase. A total of seven participants in this study, using two focus group method for in-depth interviews and discharge the first importance of sorting, and then use the KJ method (affinity diagram) to implement the classification results and vote for the second importance ranking. The focus of the group law interview content mainly for the context of thinking combined with the following four parts: 1. consumer demand motivation (purchase motivation, demand confirmation); 2. consumer choice considerations (brand, performance, price, appearance, Evaluation); 3. purchase process (payment methods, delivery mode); 4. after-sales service (warranty period, product advice).