女性汽車市場利益區隔與滿意度之研究－以台中縣市為例

A Study of Benefit Segment and Satisfaction on Female Auto Market

許春銀(Hsu Chun Yin)

指導教授 ： 葛維鈞

亞洲大學/管理學院/經營管理學系碩士班/碩士(2003年)

摘要

近幾年來，由於我國經濟快速發展，國民所得大幅提升，汽車已由過去的奢侈品變成一種必需品、人們的代步工具。在行銷策略中，市場區隔是一個很重要的觀念，目前國內有關汽車消費行為的研究相當多，但少有人以女性作為研究對象。由於汽車市場換（增）購顧客將逐漸取代新購顧客，且在汽車市場上女性消費者的比例逐年增加，因此本研究主要研究女性消費者換（增）購汽車所追求的利益與對目前使用汽車的滿意度，並輔以生活型態、購車原因、汽車主要使用用途、欲換（增）購汽車狀況等資料來描述各區隔群。
本研究針對居住於台中縣市的女性車主（或女性駕駛人）採便利抽樣方法共回收400份有效樣本，分析結果如下：
1.根據女性消費者未來換（增）購時對汽車各項屬性的重視程度，利用因素分析粹取出五項因素構面，此五項構面分別為：經濟及服務性、安全及舒適性、空間性、馬力及形象性、外觀性。
2.利用集群分析可將消費者區隔為四個集群，分別為：實用型、經濟型、保守型、品味型。
3.各集群未來的汽車換（增）購行為。
4.各集群對目前使用汽車之滿意度。
5.各廠牌車主對目前使用汽車之滿意度。

關鍵字

利益區隔 ； 汽車 ； 集群分析

並列摘要

Recently, as the economy in Taiwan grows rapidly, the average rate of citizen’s income has improved a lot. A car was once a luxury now becomes a necessity for transportation. In the strategy of marketing, spegmenting of the market is an important concept. There are quite a lot of researches about car buying behavior, but only few of them focused on female. The car market now inforces more on the experienced customers rather than new ones, and the consumption made by female has increased yearly. Thus, the main research is about the seeking benefit of female who are presently car owners, and their satisfaction, then assist with life style，purchase reason，the main use of car，the car’s state they want buy and information to describe each segment.
The research is based on 400 female drivers lived in Taichung area. The results are as followed:
1.By using factor analysis，get five factors: economical and
service，safety and comfortable，space，horsepower and image
and appearance.
2.By using cluster analysis, we can segment customers into
four groups: Applicatory segment，Economy segment，Orthodox
segment，Sophisticate segment.
3.Each group’s behavior toward buying car.
4.Customer satisfaction classified by different benefit segments.
5.Customer satisfaction classified by different car makers .

並列關鍵字

Benefit segmentation ； Car ； Cluster analysis

參考文獻

19.賴其勛、楊靜芳、許世彥，「台灣自行車消費者市場區隔與購買決策過程」，大葉學報，第九卷第二期，19~28頁，民國八十九年。

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