國產汽車消費者購買決策因素之研究

A Study of Consumer Purchasing Decision Factors on Domestic Automobile

林玉燕(Yu-Yen Lin)

指導教授 ： 林光賢

淡江大學/商學院/國際貿易學系國際企業學碩士在職專班/碩士(2008年)

https://doi.org/10.6846/TKU.2008.00624

摘要

過去已有很多關於國產汽車的研究，不過很多是著眼於成功的企業政策或業務行銷策略，甚少從消費者的觀點去探討購買決策因素。然而在全球化的今天，無論何種產業都無法避免時代潮流的變化，對汽車業者來說勢必專注於顧客導向的行銷活動。因此，本研究擬進一步探討國產汽車的消費者行為與購買決策。

本研究以北台彎地區的國產汽車消費者為研究對象。採問卷調查方式，共發放500份問卷，有效問卷為454份，有效回收率為90.8%。資料統計分析方法是採用敘述性統計、均數分析、因素分析、信度分析、卡方檢定，對研究假設進行驗證，最後提出相關建議。

研究結果發現 :
一、國產汽車消費者最重視的產品屬性因素前五名分別為節能省油/環保、車身安全結構、售後服務品質、價格合理、安全配備。
二、國產汽車消費者最主要的購買動機，以生活便利、工作/休閒而購買汽車的比率最高。
三、國產汽車消費者主要的資訊來源，以親朋好友的口碑、報章雜誌、網際網路等為主。
四、購買決策:
1.國產車擁有者的汽車品牌統計結果顯示，前五名分別為TOYOTA、NISSAN、FORD、HONDA、MITSUBISHI。
2.國產車擁有者的車款價格最多是介於$600,001∼$800,000之間。
3.國產車擁有者的使用年數大部份介於二至四年之間。
4.國產車擁有者的車型款式以四門轎車最普遍，汽車排氣量以1501cc∼1800cc為最多。

關鍵字

國產汽車 ； 消費者行為 ； 產品屬性 ； 消費者決策

並列摘要

Regarding to domestic automobile industry, there were lots of researches focused on successful corporate policies or business marketing strategies. those researchers have given fewer attentions on purchasing decision factors from the consumers. However, globalization is a trend, it is necessary for automobile industries to exert marketing activities with customer orientation. Therefore, this study is to investigate consumer behaviors as well as purchase decisions on domestic automobile.

The domestic automobile consumer in northern Taiwan, The effective samples are 454 copies. The major statistical methods used in this research are Descriptive Analysis, Frequency Analysis, χ²Analysis and Factor Analysis.

The results are shown as follows:
1. Top 5 important attributes for domestic automobile consumer are energy saving/environmental protect, mechanism security, after- service quality, fair prices and safe equipments.
2. The main purchase motives for domestic automobile consumer are convenience on life, necessary for work, and leisure/entertainment.
3. The major information searches are coming from relatives/friends, newspaper/magazine, TV advertisement, internet website.
4. Purchase decisions of domestic automobile consumer are concluded as below:
4-1 According to data analysis, top 5 popular brands are TOYOTA, NISSAN,
FORD, HONDA and MITSUBISHI.
4-2 Most owners spent $600,001~$800,000 for their car
4-3 Average car using years for most owners are between 2 ~ 4 years.
4.4 4-doors Sedan is a preference to local made car users, and the volume of exhaust is between 1501cc~1800cc .

並列關鍵字

Domestic Automobile ； Consumer Behavior ； Product Attribute ； Purchase Decision

參考文獻

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