國產小型車購買決策之研究

A Study on Purchasing Decision of Domestic Small Car

陳彥杰(Yen-Chieh Chen)

指導教授 ： 劉立倫

中原大學/商學院/企業管理研究所/碩士(2008年)

https://doi.org/10.6840/cycu200800082

摘要

本研究是根據德菲調查所得之國產小型車購買決策，建立層級分析法所需之層級結構，並依此一階層結構設計AHP 之問卷，針對國產小型車購買決策之五大構面（經濟性 安全性 功能性 設計性及品牌性）對對相比，經由專家訪談求得其優勢向量值，進而了解各個構面在「國產小型車購買決策」之相對重要程度，並針對每一個構面之下的影響因素進行各方案的比較，同樣以對對相比的方式，評估各方案對國產小型車購買決策之重要程度，也就是消費者在選購國產小型車時對方案的相對偏好程度。最後以Expert Choice 2000 軟體計算問卷調查結果。
本研究之重要發現如下：
一、國產小型車購買決策首重「經濟性」構面，但「造型性」構面之下的「車身設計」卻是影響國產小型車購買決策的首要因素
二、「經濟性」較「品牌性」有較大優勢向量，但是過度的促銷卻非好事。
三、「優勢向量」不等於「銷售量」。

關鍵字

國產車 ； AHP ； 購買決策 ； 消費行為

並列摘要

This research paper uses Delphi Method to discover the significant elements used in the purchasing process of domestic small cars in Taiwan and weigh those elements by Analytical Hierarchy Process (AHP).
The Delphi Method highlights five elements: Economy, Safety, Function, Design and Branding, which can be further broken down into 24 factors. The analysis of these five elements and the additional 24 factors will be used to understand the primary influences involved in the purchasing process.
All the elements and factors are evaluated using the pairwise comparison matrix. We find the priority vector of those factors through AHP.
There are three noteworthy results of this research:
1.The “Economic element” is the first priority listed by experts when purchasing a car, but the “exterior design factor” which under the “design element” is discovered to have a greatest influence on the actual purchasing decision.
2.The Economy element has a greater priority vector than the Branding element, but excessive promotion can actually hurt the brand.
3.The highest priority vector does not indicate or guarantee the highest sales volume.

並列關鍵字

AHP ； Purchasing Process

參考文獻

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