以聯合分析法探討產品屬性最佳化組合：以電動汽車為例

現今的電動汽車已經足以滿足一般消費者的日常代步需求，而許多國家也都紛紛立法規範將較禁止販售燃油汽車。相較於燃油汽車，電動汽車擁有更適合於道路行駛的特性，也因取用的動力來源不同，所以使用電動汽車可以有效的管理廢氣排放和提升能源的轉換效率，電動汽車儼然成為未來趨勢。縱觀國內的電動汽車市場，可以見得電動汽車在台灣並不盛行，不過台灣卻有發展電動汽車的地理條件和潛力技術。所以本研究將針對現今台灣電動汽車的產品屬性進行調查研究，探討消費者對於電動汽車之產品屬性偏好以及其相對重要性，並且以不同的區隔變數探討消費者對於電動汽車之產品屬性的權重重要性與偏好排序。本研究採用聯合分析法，並透過直交排列法(Orthogonal Arrays)建立受測體，再以整體輪廓法呈現問卷。本研究共發出227份問卷，扣除無效問卷10分，總計收回217份有效問卷，有效樣本率為95.59%。經分析後結果如下：一、全體受測者屬性偏好依序為: 「品牌形象」、「價格考量」、「車輛安全性」、「電池續航力」、「操控性能」。二、針對有無購買汽車經驗者作探討，其偏好排序皆為：「品牌形象」、「價格考量」、「車輛安全性」、「電池續航力」、「操控性能」。三、以不同變數區隔，發現除了31~40歲受測者最重視「價格考量」，最不重視「操控性能」，和職業為軍公教之受測者最重視「價格考量」，最不重視「電池續航力」，其餘每個變數區間之受測者皆最重視「品牌形象」，最不重視「操控性能」。四、比較中國受測者，中國受測者之偏好排序為 :「電池續航力」、「價格考量」、「車輛安全性」、「品牌形象」、「操控性能」。本研究根據調查結果進行討論和給予建議，可以作為電動車廠在推行的動汽車的行銷管理參考。

關鍵字

聯合分析法；產品屬性；電動汽車

並列摘要

Nowadays, the electric vehicle can satisfy the daily needs of the average consumer, and many countries have legislation to regulate the prohibition of selling the fuel vehicles. Compared with fuel vehicles, electric vehicles have characteristics that are more suitable for road driving, and the different sources using of power, electric vehicles can effectively manage exhaust emissions and improve energy conversion efficiency. Electric vehicles have become a future trend. In contrast, the domestic electric vehicle market is not popular in Taiwan, but Taiwan has the geographical conditions and potential for developing electric vehicles. Therefore, this study will investigate the product attributes of today's Taiwan electric vehicles, explore consumer preferences for electric vehicles and their relative importance, and discuss the weight of consumers' product attributes for electric vehicles in the different variables. In this study, I use the conjoint analysis method and build the subject by Orthogonal Arrays, and the questionnaire was presented by the overall contour method. A total of 227 questionnaires were sent out in this study. Ten invalid questionnaires were deducted, and a total of 217 valid questionnaires were collected. The effective sample rate was 95.59%. After analysis, the results are as follows: (1) The attribute preference of all subjects is: "brand image", "price consideration", "vehicle safety", "battery endurance", "manipulation performance". (2) For those who have experience in purchasing a car, their preference rankings are: "Brand Image", "Price Consideration", "Vehicle Safety", "Battery Endurance", "Manipulation Performance". (3) Depending on different variables. It is found that those who are 31 to 40 years old are most concerned about "price consideration", and the least attention is paid to "manipulation performance", and the subjects who work in the government are most concerned with the "price consideration", and the least attention is paid to the "battery life". The subjects remaining in each variable interval are most valued for "brand image", and the least attention is paid to "manipulation performance." (4) Comparing Chinese subjects, Chinese applicants' preference rankings are: "Battery Life", "Price Considerations", "Vehicle Safety", "Brand Image", and "Maneuvering Performance". This study is based on the findings of the survey and recommendations, as it can be used as an electric vehicle manufacturer in the implementation of marketing management reference.