消費者生活型態及其決策因素對其消費者滿意度之影響-以雲林縣自小客車車主為例

The Influence of Lifestyle and Consumer Decision on Consumer Satisfaction- An Example of the Car Owners in Yunlin County

李育儒(Lee, Yuh-Ru)

指導教授 ： 鄧誠中

共同指導教授 ： 紀麗秋

國立虎尾科技大學/管理學院/經營管理研究所在職專班/碩士(2013年)

摘要

消費者對汽車保養維修的資訊取得與蒐集變得既快速又多元，再加上經濟不景氣和消費者意識抬頭，消費者越來越在意他們的愛車的維修狀況。顧客對維修廠的印象、維修廠零件品牌的選擇、維修價格及維修業者提供的服務比較等，都是汽車維修廠加強消費者決定消費的切入點。因此，本研究主要目的是在探討雲林縣自小客車車主的人口統計變數、生活型態及其購買的決策因素對消費者滿意度的影響。
本研究以Kotler (1991)分類消費者的人口統計變數、生活型態變數和消費者決策因素作為投入變數。本研究母體為雲林縣自小客車的車主。研究變項採用文獻探討法與問卷調查等兩種方法。發放問卷600份收回484份，刪除無效問卷43份，有效問卷441份，有效回收率73.5%。
依研究目的及假設，利用SPSS軟體進行信度分析、差異性分析、相關分析、迴歸分析，所得之實證結果結果如下：
1.人口統計變數中的性別與教育程度與生活型態呈現顯著差異。
2.人口統計變數和消費者決策以及消費者滿意度並無顯著差異。
3.生活型態中的經濟務實型與消費者決策中的個人因素、廠商的行銷行為呈現正相關。
4.生活型態中的流行享受型與消費者決策中的個人因素、廠商的行銷行為呈現正相關。
5.生活型態中的自我實現型與消費者決策中的個人因素、廠商的行銷行為呈現正相關。
6.不同生活型態變項會影響消費者滿意度。
7.不同購買決策變項會影響消費者滿意度。
關鍵詞：人口統計變數；生活型態；消費者行為；消費者決策；消費者滿意度

關鍵字

人口統計變數 ； 生活型態 ； 消費者行為 ； 消費者決策 ； 消費者滿意度

並列摘要

The information of car maintenance is required rapidly and extensively by the consumers. Economic depression and strong consumer consciousness makes consumers more and more care about how their cars are maintained. Consumers’ impression of automobile repair shops, consumers’ choices of the brand of automobile parts, the price and the service provided by automobile repair shops are the focus that the repair shop owners plan to attract the consumers to send their cars to the repair shops. The purpose of this study is to investigate the influences of the demographics, lifestyle and consumer decisions of the car owners in Yunlin County on consumer satisfaction.
Variables of the study are demographics, lifestyle and consumer decision. Population of the study is the car owners in Yunlin County. Methods of this study are literature review and questionnaires. 600 questionnaires were distributed. 484 questionnaires were received. 43 invalid questionnaires were deleted and 441 valid questionnaires were left. The Effective response rate is 73.5%.
Information obtained in accordance with the purpose and assumptions using SPSS software reliability analysis, differential analysis, correlation analysis, and regression analysis. The results are as follows:
1.Gender and education background of demographics have significant differences on lifestyle.
2.There is no significant difference between demographics and consumer decisions and no significant difference between demographics and customer satisfaction.
3.There is a positive correlation among economical pragmatic of lifestyle, need factor of consumer decision, and the marketing behavior of the manufacturer.
4.There is a positive correlation among enjoying fashion of lifestyle, need factor of consumer decision, and the manufacturer’s marketing behavior of consumer decision.
5.There is a positive correlation among self-actualization of lifestyle, need factor of consumer decision, and the marketing behavior of the manufacturer of consumer decision.
6.Lifestyle would affact consumer satisfaction.
7.Consumer decision would affact consumer satisfaction.

並列關鍵字

Demographics ； Lifestyle ； Consumer Behavior ； Consumer Decision ； Customer Satisfaction

參考文獻

陳鑑汶 (2002)，「休旅車消費者購買決策的型態及行銷策略研究」，國立成功大學高階管理碩士在職專班未出版博士論文。

台灣區車輛工業同業公會http://www.ttvma.org.tw/ 瀏覽日期：2012/07/18

行政院勞工委員會職業訓練局 http://www.evta.gov.tw/home/index.asp 瀏覽日期：2012/10/07

Armstrong, G. & Kotler, P. (1991), Marketing Management, 5th ed., N.J.: Prentice-Hall.

Kotler, P. (1991), Marketing Management: Analysis, Planning, Implementation and Control, 7th ed., N.J.: Prentice-Hall.