近年來,國內高級進口車市場成長迅速,眾多汽車品牌廠商均看好此一商機,紛紛搶進台灣,使得國人選擇更多元、市場競爭更激烈。面對市場的激戰,業者勢必要爭取其他競爭品牌的顧客來購買自家的產品,並盡可能延緩既有顧客的離去,方能在市場上占有一席之地。因此,了解顧客之轉換意圖是一項重要的議題。 本研究延伸應用人口遷徙理論中的「推力-拉力-鎖住力模型」,以解釋影響顧客轉換或駐留於高級進口車品牌的決定因素。經問卷調查回收951份有效問卷,以結構方程模式驗證研究假說及實證高級進口車之PPM模型架構。 研究結果顯示,PPM模型能有效解釋高級進口車顧客之轉換意圖。在本研究中,拉力、鎖住力對轉換意圖皆具有顯著影響,此外,鎖住力對推力、拉力效果與轉換意圖之間皆具有干擾調節作用。本研究最後提出如何吸引顧客轉換及保留既有顧客等相關建議,供實務界作為未來策略規劃之參考。
The luxury car market in Taiwan has been growing rapidly during recent years, while the competition among luxury car brands has become fierce. Consumers’ switching behavior has a tremendous impact to these brands, thus, it is important for luxury car brands to retain their current customers as well as to attract new customers. The study extends “Push-Pull-Mooring” migratory theory, explaining and analyzing the factors that influence the consumers’ decision to switch to another brand or to stay with the original one. The study applys structure equation modeling to test the hypothesis and the data was collected from 951 customers through questionnaire survey. The result shows that the PPM model explains the user’s switching intention effectively and both pull and mooring variable have significant effects on switching intention. Moreover, there are moderating effects between push, pull and switching intention. The findings in the study are believed to increase our understanding of car industry regarding how to maintain current customers and build new users’ loyalty, as well as make contributions to both academic research and business practice.