消費者選擇汽車美容鍍膜關鍵因素之研究

A Study on the Key Factors of Consumers Choosing Car Beauty Coating

林秀蓮(Siou-Lian Lin)

指導教授 ： 陳唐平

嶺東科技大學/商管學院/行銷與流通管理系碩土班/碩士(2023年)

摘要

鑒於汽車美容業於近幾年百家爭鳴，於都市區皆有店家林立，競爭十分激烈，及DIY 洗車場亦處處興起隨處可見，意味著隨時代演進，汽車除了代步功能外，連帶的外觀門面的整理也逐漸受到民眾的重視。
但就過往的生活經驗來看，汽車美容業的服務品質、服務價格以及從業人員的專業水準是十分凜亂且參差不齊，有簡便的鋼構架開放式洗車場，也有高規格的無塵美容室，故研究如何透過層級分析法、焦點團體討論法，建立關鍵議題並深入探討與改善，了解業界目前普遍問題所在，並整理出改善方法與方向作為參考，使汽車美容業達到永續經營成果為本次研究之動機。

關鍵字

汽車美容 ； AHP 層級分析法 ； 焦點團體討論法

並列摘要

In view of the fact that the auto beauty industry has been contending with hundreds of schools in recent years, there are many stores in urban areas, the competition is very fierce, and DIY car washes are also emerging everywhere, which means that with the evolution of the times, in addition to the function of transportation, the appearance of the car is also related to finishing. It has also gradually attracted the attention of the public.
However, based on past life experience, the service quality, service price, and professional standards of the employees in the auto beauty industry are very chaotic and uneven. There are simple open car washes with steel structures, and there are also high-standard dust-free beauty salons. Therefore, we study how to establish key issues and discuss and improve them in depth through the method of hierarchical analysis and focus group discussion, understand the current common problems in the industry, and sort out the improvement methods and directions as a reference, so that the auto beauty industry can achieve sustainable management results is the motivation for this study.

並列關鍵字

Car Beauty ； Analytic Hierarchy Process ； Focus Group

參考文獻

一、中文部分

1. 鄧振源、曾國雄(1989)。層級分析法（AHP）的內涵特性與應用（上），中國統計報，第 27 卷，第 6 期，頁 5-22。

2. 鄧振源、曾國雄(1989)。層級分析法（AHP）的內涵特性與應用（下），中國統計學報，第 27 卷，第 6 期，頁 1-5。

3. 鄧振源、曾國雄(1989)。層級分析法（AHP）的內涵特性與應用（上），中國統計學報，第 27 卷，第 7 期，頁 22-25。

4. 鄧振源、曾國雄(1989)。層級分析法（AHP）的內涵特性與應用（下），中國統計學報，第 27 卷，第 7 期，頁 1-20。