- 學位論文
油電複合車購買意願之研究
Investigation of Purchase Intention of Hybrid Cars
摘要
近年來，全球暖化方面的議題逐漸受到注目，而造成全球暖化的人為因素包括汽車引擎運轉所排放的廢氣、工業活動、砍伐林木和耕作等等。全球暖化、油價攀升加上M型化社會現象，會連帶影響到消費者對於選購汽車時的條件因素，而因為環保意識的抬頭，所以現行的汽車產業都朝向環境保護的概念發展，其發展無非是要讓汽車在使用上能更節省能源、對於環境的汙染能變得更低。 本研究將針對油電複合車之購買決策加以研究，並透過油電複合車產品屬性、綠色消費、生活型態與購買決策，來分析不同產品屬性、綠色消費與生活型態之消費者，對於油電複合車消費行為的差異性，期能將結果提供給國內各大汽車廠商作為參考依據。 經資料分析後得到以下結論，一、不同綠色消費行為之消費者對於油電複合車的產品屬性成顯著差異，二、重視不同產品屬性之消費者對於油電複合車的購買決策成顯著差異，三、不同綠色消費行為之消費者對於油電複合車的購買決策成顯著差異，四、不同生活型態之消費者對於油電複合車的購買決策成顯著差異。
並列摘要
In recent years, the topic of global warming is paid attention gradually, the artificial factors are including waste gas from cars or factories, hew down the trees, and cultivation etc… The global warming, petrol’s rises in price and phenomenon of the gap between rich and poor will influence consumers to buy a car. So, the environmental protection is emphasized by car industries, it is mainly for saving the energy, and can reduce the pollution of the environment. The research will be focused on the purchasing decisions of the Hybrid cars, and analyze different consumers by the properties of Hybrid Cars, green consumption, life style and purchasing decisions. So, I wish to provide the result to the automobile manufacturers for reference. There are four conclusions by following: 1. The different green consumption of the consumers to the properties of Hybrid Cars have obvious difference. 2. The different properties of Hybrid Cars of the consumers to Hybrid Cars’ purchase decision have obvious difference. 3. The different green consumption of the consumers to Hybrid Cars’ purchasing decision have obvious difference. 4. The different life style of the consumers to Hybrid Cars’ purchasing decision that have obvious difference.