使用決策樹建立汽車消費者購買意圖分類模式

近年來臺灣汽車銷售市場競爭日益激烈，因此汽車業者若要能在競爭激烈的臺灣銷售市場中脫穎而出，是否能了解消費者之購買意圖並掌握正確的消費族群成為重要的議題。本研究以汽車購買之相關文獻為研究基礎，歸納統整出影響汽車購買意圖之重要因素共計十一項，並以有過購買汽車意願或想法之臺灣地區一般民眾為調查對象，利用決策樹分析，建立汽車消費者購買意圖分類模式，提供汽車業者更易了解消費者在進行購車時的選擇與決策原因，並掌握正確的消費族群進而做出更完善之行銷策略。本研究所建立之汽車消費者購買意圖分類模式，在購買車種的購買意圖預測分類正確率為74.23%，國產車品牌購買意圖分類正確率為60.26%，進口車品牌購買意圖分類正確率為39.53%。研究結果顯示，車種及國產車品牌的購買意圖預測具有相當之參考價值，進口車品牌購買意圖預測則是未達到有效之預測能力。

關鍵字

分類方法；決策樹；汽車銷售；購買意圖

並列摘要

Recently, the competition of the car marketing in Taiwan is increasingly fierce. Therefore, if car operators want to the fore of the competitive market, understanding the purchasing intention of customers and mastering the right consumer group are very important. This study summarized 11 relevant factors of car purchasing intention from the relevant literatures of the car purchasing. Then, we use populace in Taiwan had a car purchasing intention or idea as the sampling targets to construct the classification model of the car consumer purchasing intention by using decision tree analysis. This classification model provides car operators an easier way to understand the customer's choices and decisions and master the right consumer group to make a better marketing strategy. The classification model of the car consumer purchasing intention constructed by this study has the accuracy as follow: the car category is 74.23%, the domestic car brand is 60.26%, and the imported car brand is 39.53%. According to results of the study, the prediction of the car category and the domestic car brand is credible. However, the prediction of the imported car brand is not ideal.