- 學位論文
台灣男性汽車消費者購買決策因素之研究
A Study of Male Taiwanese Automobile Consumer:Influencing Factors for Purchase Decision
摘要
很多行銷研究者和心理學家為了發現消費者購買決策與產品（包括汽車）的關系研究過消費者行為。 購買新汽車，消費者需要使用購買決策過程，其中包括眾多的影響因素。創造新產品之前汽車製造商必須了解消費者需求，生活形態與購買決策的因素。萬一製造商有了這方面的資料才可以創造汽車和市場營銷戰略以成功地滿足消費者。因此提供會滿足消費者需求與希望的新產品和服務還有可能減少使用資源的數量和增加汽車製造商的收入。本研究有下面的目的： 採取EBM消費者行為模式前三階段，研究並確定臺北市與臺北縣男性汽車消費者購買的決策 1. 採用眾多不同統計分析的方法研究汽車產品屬性跟臺北市與臺北縣台灣男性消費者的人口統計關系。 2. 研究並描述臺北市與臺北縣臺灣男性汽車消費者的生活形態。 本研究的發現闡述了購買決策和購買動機的關係、資訊來源、最熱門的產品屬性和研究對象與生活形態的關係。本研究結果亦對未來相關研究提出建議。
並列摘要
The automobile manufacturing industry is known as the “leading industry” because several other industries are dependant on it. Many influential factors affect decisions made in the automotive world. Consumer preferences determine the current styles, reliability, and performance standards of vehicles. Government trade, safety, and environmental regulations establish incentives and requirements for modernization and change in design or production. Many marketing researchers and psychologists have studied consumer behavior to identify the relationships between consumer purchasing decisions and different products (including automobiles). Buying a new automobile requires a consumer to use a purchase decision process that includes numerous influential factors. Before creating a product, automobile manufactures must understand consumer desires, lifestyle preferences and the influential factors of the purchase decision making process. Only once a manufacture has this information can it create a vehicle and marketing strategies that successfully cater to the consumers; thus possibly minimizing waste of resources and increasing revenue for automobile manufactures while creating products and services that better meet the needs and desires of consumers. The current study has the following objectives: 1. Explore and identify the critical influential factors in the first three stages of the EMB Consumer Behavior Model related to male Taiwanese automobile consumers from Taipei City and Taipei County. 2. Explore correlations between automobile product attributes and consumer demographic statistics of male Taiwanese from Taipei City and Taipei County using numerous statistical data analysis tools. 3. Explore and illustrate lifestyle preferences of male Taiwanese automobile consumers from Taipei City and Taipei County. The findings of this study illustrate how the purchase decision making process is related to consumer purchase motivations, the information sources consumers use, the most popular product attributes to consumers and lifestyle preferences in relation to the subject of the study. Implications of the research to society and recommendations for further research are also presented