探討中古車購買的重要因素-
以原廠認證中古車A公司為例

根據交通部統計自1995年，臺灣中古汽車過戶數超過新車領牌數，中古汽車市場蓬勃發展，顯示消費者對於中古汽車的接受程度愈來愈高，於2007年中古汽車過戶數更突破100萬臺。如此龐大市場紛紛吸引新車品牌投入，相繼成立原認證中古車，既有中古車商之間也相互支援合作成立中古車聯盟。早期中古汽車存在許多不對稱的購買資訊，造成買賣糾紛不斷，在原廠認證中古車業者於1999年導入以新車經營概念為理念，投入中古汽車市場，並建立許多車輛查驗機制、保固維修機制及新車化的銷售環境。也讓中古車聯盟以此為準則打造新型態的中古汽車交易市場。本研究以原廠認證中古車-A公司為例，從成立動機、目的、經營方式探討，研究消費者對於中古汽車的購買因素，並且透過完整A公司銷售數量之次級資料，分析出在車齡、排氣量、里程、品牌、車種及顏色…等因素下，消費者的選擇偏好。建議A公司在中古汽車來源選擇上的建議、員工教育訓練的補強、結合新車品牌擴大績效及市場經營方向調整。關鍵詞：原廠認證中古車、中古車商聯盟、消費者選擇偏好

關鍵字

原廠認證中古車

並列摘要

According to statistics from the Ministry of Transportation and Communications, starting from 1995, the number of transfer of used automobile in Taiwan had exceeded the number of issued license plate for new automobile, the prosperous development in used automobile market showed that consumers had higher and higher acceptance on the used car, in 2007, the number of transfer for used car had broken through 1 million. Such huge market had attracted lots of brands of new automobiles to invest in it, in other words, lots of companies of used car certified by the original manufacturers had been set up one after another, and used automobile alliance was also formed by the existed used car suppliers through mutual support. In the early stage of used car market, there were lots of asymmetric purchase information, which led to uninterrupted purchase dispute, however, after the certified used car supplier from original manufacturer had introduced the operation concept of new automobile into the used car market in 1999, it had also set up lots of automobile checking mechanisms, warranty and repairing mechanisms and new-automobile-based sales environment. Therefore, used car alliance had benchmarked it to create new form of used car transaction market. In this study, supplier of used car certified by original manufacturer, the A company, was used as an example, and investigation was started from the motive of foundation, objective to business operation method to study consumer’s purchase factors on used car; meanwhile, through the complete secondary data of sale quantity of A company, the selection preference of consumer was analyzed in terms of the age of automobile, engine displacement, mileage, brand, automobile model and color. It was suggested that A company can put focus on the source of used automobile, strengthen its employee’s educational training, then enhance its performance through association with brand of new automobile, finally, adjust its market operation direction. Key words: Used car certified by original manufacturer, used car supplier alliance, consumer’s selection preference.