休旅車輪胎換購行為研究

Research on Consumer Behavior of Recreational Vehicle Tire Replacement

劉明欽(Ming-Chin Liu)

指導教授 ： 王如鈺

中原大學/商學院/企業管理研究所/碩士(2010年)

https://doi.org/10.6840/cycu201000887

摘要

經濟快速成長，提升了國人對於生活品質的重視，台灣地區「RV新生活」流行風現在正持續發燒、新車銷售佔比率年年正成長，伴隨而來的就是休旅車與休旅車輪胎需求力道強勁、後市可期。本研究將針對休旅車輪胎消費者之換購行為加以研究，並了解個人涉入與口碑推薦對休旅車輪胎消費者換購決策之影響。

本研究一共回收有效問卷427份，有效回收率71.2%。並以敘述性統計、信度分析、因素分析與迴歸分析等統計方法進行資料分析，研究結果發現人口統計變數與休旅車使用型態對消費者在換購行為有顯著差異，而個人涉入與口碑推薦則會干擾不同人口統計變數與休旅車使用型態的休旅車輪胎消費者之換購決策。

研究建議如下：

一、鎖定男性、已婚消費族群
由本研究人口統計變數所得到的資訊可以看出，休旅車輪胎產品的消費者裡，絕大部分都是男性，故休旅車輪胎產品的業者可以較重視男性族群市場。男性消費者在選擇購買輪胎的決策過程中，比較注重輪胎產品的經濟取向；而已婚消費者之換購地點與主要資訊來源以輪胎專賣店與休旅車原廠保修廠為主。故業者應針對男性、已婚消費族群設計製造價格低廉或是特別耐磨耗的輪胎產品，並爭取加入休旅車新車原裝配備中以增加產品露出度，以期藉此獲得此消費族群的青睞。

二、加強銷售現場人員專業能力與顧客售後顧客滿意度
本研究發現口碑推薦在的消費決策上有非常顯著的影響效果，應與多數休旅車輪胎消費者對產品知識與涉入程度較低因素有關，因此消費者通常由銷售人員或親朋好友的口碑來作換購時的依據與參考，故業者應強化賣場第一線銷售人員的訓練與專業能力及提升顧客售後顧客滿意度以增加消費者對產品的換購意願。

關鍵字

口碑推薦 ； 換購決策 ； 個人涉入 ； 消費者行為

並列摘要

The fast growing economy has strengthened the sense for quality of living. As a result, a rush for “New life with an RV” has been enjoying a high popularity in Taiwan. Percentage of Recreational Vehicle sales on total new car sales has been rising continually. Strong demand on both Recreational Vehicles and their tires anticipates a rosy sales forecast. This research studies the replacement behavior of Recreational Vehicle Tire consumers and attempts to understand the role of personal involvement and word of mouth in consumers’ decision on tire replacement.

An amount of 427 copies have been retrieved with a retrieval rate of 71.2%. Data analysis in form of descriptive statistics, confidence analysis, factor analysis and regression analysis has been conducted, finding that demographic variables or types of usage of Recreational Vehicles produces sufficient influence in tire replacement behavior, while personal involvement or word of mouth interfere consumers’ decision on tire replacement.

This research suggests:

1. To target on male, married consumer group
Demographic data in this research shows that most of Recreational Vehicle consumers are male. Hence, the industry is recommended to pay more attention to men. Men lay more gravity on economic aspect of tires in their decision process of purchase. The married choose to replace their tires and collect their information mainly from specialized tire shops or OES stations. Therefore, the tire industry should provide products that are inexpensive and wear resistant in order to meet the needs of male, married consumers. It should further attempt to have tires offered through OES centers to enhance the exposure of products and thus attention of consumers.

2. To improve RV-related knowledge of sales persons as well as customer satisfaction
This research shows that word of mouth has a sufficient influence on consumers’ decision, which may be attributed to consumers’ low level of product knowledge and personal involvement. Consequently, consumers usually refer to the advice of sales persons or friends upon replacing the tires. The tire industry should improve the training and expertise of sales persons and customer satisfaction to enhance customers’ intention in product purchase

並列關鍵字

decision on replacement ； consumer behavior ； personal involvement ； word of mouth

參考文獻

6.吳建衛 (2007)，「休旅車休閒族群消費與消費後相關行為之研究」，私立淡江大學企業管理研究所碩士論文

2.王琮民 (2008)，「休旅車輪胎之再購意願影響因素研究」，私立中原大學企業管理研究所碩士論文

3.台灣區橡膠工業同業公會，2008橡膠產業報告

9.林素蘭 (2005)，顧客滿意度、品牌忠誠度對再購意願之影響－以休旅車銷售業為例，私立中原大學企業管理研究所碩士論文

12.康健雜誌（2003）， 49期，p136