本研究是針對台灣汽車市場轎式汽車的使用者來作為研究對象，探究Oliver(1999)所提出品牌優越(product superiority)、個人偏好(individual fortitude)、社會支持(social support)等三項忠誠前因中，何者是主要造成顧客忠誠行為發生的主要因素，並且探究滿意是否是導致忠誠的中介角色。本研究採用便利抽樣法來從事問卷的發放。問卷發放的方式包括網路問卷以及人員發放。問卷資料則以結構方程式模式(structural equation modeling, SEM)進行資料分析，研究分析結果與發現描述如下：
With the fast development of economy, people are more willing to purchase an automobile which has become the most pivotal necessity in our daily life. Since 2002, the domestic economy recovery has boosted the growth of automobile-purchasing demands and made the domestic automobile market maintain a stable growth. But in 2006, the serious problem of credit card debt caused banks to adopt the policy of tightening car loans that made people’s consumption patterns turn conservative. Moreover, with the dramatic rising of international crude oil prices, it also makes a big and negative impact on the domestic automobile market. Fortunately, in recent years, the card debt problem has gradually relieved and the Directorate-General of Budget, Accounting and Statistics, Executive Yuan, has also announced that Taiwan’s GDP in 2006 has broken through $16000 U.S. dollars, which will all help restore consumer confidence. According to the analysis of industrial market above, it shows that the domestic auto market will produce a new wave of automobile-purchasing demands in 2007. Besides, each automobile company is certain to take action to attract consumers to purchase their product that will intensify the competition in the domestic auto market. Therefore, it will be a big challenge for those companies to maintain the existent customers’ loyalty. Based on the above-mentioned statements, the focus of this research is on the consumer’s loyal behavior in the Taiwan auto market.
The researching object of this thesis is the users of sedan in Taiwan’s auto market and it also study the main three factors that affecting customers’ loyal behavior most, (namely product superiority, individual fortitude and the social support ), trying to find out which of the three factors is the major reason that leads to customers’ loyal behavior. Furthermore, this research also try to find out whether satisfaction is the mediating role that contributes to loyal behavior. This research uses the convenience sampling method to collect data. The questionnaire provides the way including
the network as well as the personnel provide. The questionnaire was analyzed by the structural equation modeling(SEM). The research analysis result and the discovery description as follows:
1.The three antecedents of loyalty, only social support has a direct influence on loyalty.
2.The three antecedents of loyalty all lead to loyalty behaviors through satisfaction.
3. Because only social support has the direct
influence on loyalty, therefore the companies must emphasis brand social position to promote consumer loyalty.
4.Because satisfaction is a important mediating role, the companies must grasp product superiority, individual fortitude and the social support to make consumer satisfy and it will be able to guarantee the consumer to purchase the same brand automobile in the future.