兩岸購買台製工具機之購買動機、購買 決策與購後滿意度比較研究

A Comparison Study of Buying Motive , Dcision and Satisfaction of Taiwan made Machine Tools by Taiwanese Versus Mainland Chinese

陳宜賢(YI-HSIEN CHEN)

指導教授 ： 呂鴻德

中原大學/商學院/企業管理研究所/碩士(2004年)

https://doi.org/10.6840/cycu200400265

摘要

論文摘要
本研究旨在探討兩岸購買台製工具機廠家之購買動機、購買決策與購後滿意度的差異比較，並以兩岸模具產業作為研究對象，採實證分析之方法加以驗證。
本研究係依據第一章節所述研究背景後透過對國內外相關文獻的探討，進行相關的研究假設。本研究對台灣及中國大陸地區模具產業共寄發298份問卷，回收有效問卷50份，經由敘述性統計分析、因素分析、t檢定與變異數分析等統計分析方法，歸納出數點重要的實證結論，依序重點敘述如下
一、兩岸工具機購買廠家對資訊來源的管道，存在顯著性差異，台灣地區模具產業較重視型錄及各種新產品發表會、展示會等非個人資訊來源之管道；而中國大陸模具產業則較重視親朋或同業介紹及供應商或代理商銷售代表等個人資訊來源的管道。
二、兩岸工具機購買廠家對購買動機的影響因素，存在顯著性差異，台灣地區模具產業以市場需求動機為主軸；中國大陸模具產業除重視市場需求外亦重視產品價格。
三、兩岸工具機購買廠家對評估準則的評價因素，存在顯著性差異，台灣地區模具產業以產品品質機能及供應商能力為主要評價因素；而中國大陸模具產業則以產品品質機能、產品外觀價值、供應商能力與供應商品牌為評價之主軸。
四、兩岸工具機購買廠家對購買決策的決策因素，存在顯著性差異，台灣地區模具產業以公司最高階層主管、工程技術部門及生產部門為決策關鍵部門，又以產品品質、產品價格及產品規格功能為決策關鍵因素；而中國大陸模具產業除較重視公司最高階層主管、工程技術部門外，亦重視採購部門之意見，另以供應商售服能力、產品品質與價格為決策之關鍵因素。
五、兩岸工具機購買廠家對購後滿意度的期望價值，存在顯著性差異，台灣地區模具產業在購後滿意度上較重視供應商售後服務能力、產品規格功能及供應商的技術支援能力；而中國大陸模具產業則較重視供應商售後服務能力、供應商的技術支援能力及產品訂交期限長短。

關鍵字

購買動機 ； 工具機產業 ； 資訊來源 ； 評估準則 ； 模具產業 ； 購後滿意度 ； 購買決策

並列摘要

Abstract
The aim of this research is to discuss the differences about buying motive , decision and satisfaction for the Machine Tool made in Taiwan and sold domestically and in China. Mold industry was forcused in this research and was ascertained with experiment analysis.
The process of this research was performed according to research background in chapter one. It included buying behavior domestic and abroad. There were 298 copies of questionaires sent out and returned back 50 valid copies. In which, the data collected was treated with statistics, factor analysis, t test and analysis of variance. The researcher got some findings as follow：
1、The importance of the information source for buying Machine Tools is different between Taiwan and China buyers. In Taiwan, the buyer got the information source mostly from catalog, promotion of new product and exhibition activities. But In Chain, thry paid much attention to the introduce of products by their relatives or colleaguesand by the sales representitive of supplier or agent.
2、The importance of the buying motive for Machine Tools is different between Taiwan and China buyers. The mold industry in both area forcused on the motivation of market requirement. But in China, they also concerned about the price of product.
3、The importance of the evaluation criterion for buying Machine Tools is different between the buyers in Taiwan and China. The mold industry in both area treat the quality, function of product and supplier’s capability as the major factor of evaluation. But in China, they also concerned about appearnce and the brand of product.
4、The importance of the buying decision of Machine Tools is different between the buyers in Taiwan and China. The mold industry in both area made buying decision by top manager, techanical department and producing department. But in China, they also concerned about the advice of purchasing department. The key factor of buying decision in both area included supplier’s after-sale-service capability, quality and price of productsetc.
5、The mold industry in both area, they treat supplier’s after-sale-service capability, specifactional function of product and techanical support from supplier as the satisfaction factor. But in China, they also concerned the lead time of product delivery.

並列關鍵字

Machine Tool Industry ； Buying Decision ； Mold Industry ； Information Source ； Evaluation Criterion ； Buying Motive ； Buying Satisfaction

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