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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32018

    Title: 國產汽車消費者購買決策因素之研究
    Other Titles: A study of consumer purchasing decision factors on domestic automobile
    Authors: 林玉燕;Lin, Yu-yen
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    林光賢;Lin, Kuang-hsien
    Keywords: 國產汽車;消費者行為;產品屬性;消費者決策;Domestic Automobile;Consumer Behavior;Product Attribute;purchase decision
    Date: 2008
    Issue Date: 2010-01-11 01:32:53 (UTC+8)
    Abstract: 過去已有很多關於國產汽車的研究,不過很多是著眼於成功的企業政策或業務行銷策略,甚少從消費者的觀點去探討購買決策因素。然而在全球化的今天,無論何種產業都無法避免時代潮流的變化,對汽車業者來說勢必專注於顧客導向的行銷活動。因此,本研究擬進一步探討國產汽車的消費者行為與購買決策。


    研究結果發現 :
    Regarding to domestic automobile industry, there were lots of researches focused on successful corporate policies or business marketing strategies. those researchers have given fewer attentions on purchasing decision factors from the consumers. However, globalization is a trend, it is necessary for automobile industries to exert marketing activities with customer orientation. Therefore, this study is to investigate consumer behaviors as well as purchase decisions on domestic automobile.

    The domestic automobile consumer in northern Taiwan, The effective samples are 454 copies. The major statistical methods used in this research are Descriptive Analysis, Frequency Analysis, χ²Analysis and Factor Analysis.

    The results are shown as follows:
    1. Top 5 important attributes for domestic automobile consumer are energy saving/environmental protect, mechanism security, after- service quality, fair prices and safe equipments.
    2. The main purchase motives for domestic automobile consumer are convenience on life, necessary for work, and leisure/entertainment.
    3. The major information searches are coming from relatives/friends, newspaper/magazine, TV advertisement, internet website.
    4. Purchase decisions of domestic automobile consumer are concluded as below:
    4-1 According to data analysis, top 5 popular brands are TOYOTA, NISSAN,
    4-2 Most owners spent $600,001~$800,000 for their car
    4-3 Average car using years for most owners are between 2 ~ 4 years.
    4.4 4-doors Sedan is a preference to local made car users, and the volume of exhaust is between 1501cc~1800cc .
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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