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    題名: 女性汽車消費者購買決策因素之研究
    其他題名: A study of female consumer purchasing decision factors on automobile
    作者: 童玉芬;Tung, Yu-fen
    貢獻者: 淡江大學國際貿易學系國際企業學碩士在職專班
    黃志文;Huang, Chih-wen;蔡政言;Tsai, Jeng-yan
    關鍵詞: EBM模式;消費行為;購買決策;產品屬性;EBM model;Consumer Behavior;Purchasing Decision;Product Attribute
    日期: 2008
    上傳時間: 2010-01-11 01:33:02 (UTC+8)
    摘要: 近年來女性開車人口不斷成長,不但單身女性擁有獨立的經濟能力,可依照自己的喜好決定汽車之購買,已婚女性在家庭購車方面亦具有重要的決策影響力。鑑於女性消費者作為汽車的購買者、使用者、品牌決定者之比例有逐年增加的情形,本研究旨在探討女性汽車消費者之購買決策因素,包括購買動機、資訊搜尋、產品屬性評估,及最後所達成的購買行為,以瞭解目前國內汽車市場的女性消費能力,以及未來對市場銷售之影響。
    本研究之觀念架構係根據EBM消費者行為模式而建立,以北台灣地區擁有汽車或有意願購車的女性消費者為問卷對象,採取便利抽樣方式,回收的有效問卷為220份。主要的資料統計分析方法包括敘述統計的次數分配和均數分析、卡方檢定、因素分析等。
    研究結果發現:
    一.女性消費者購買汽車的主要動機為生活便利、工作需要、休閒娛樂。
    二.女性消費者蒐集汽車資訊的主要來源,前五項依序為親朋好友介紹、報章雜誌廣告、電視廣告和銷售人員介紹。
    三.女性消費者購車時最首要的考量為「安全因素」,對於汽車的產品屬性,最重視的前三項為車身安全結構、節能省油/環保、售後服務口碑。
    四.女性消費者對於汽車的購買行為,會因為年齡、所得、職業而有明顯的差異。對於汽車品牌普遍偏好日系車款,車型以四門房車最多,多半選擇車價在60萬元以下、排氣量在1800cc及以下的中小型車款;年長或者已婚的女性,會因為收入提高或家庭需要,而考慮購買較高價位或是較大排氣量的車款。
    In recent years, female driver is continually increasing as not only single woman financially independent in purchasing a car with preference, as well as married woman has more influence to affect on purchase decisions on family car. As the percentage of female consumers become buyer, user and brand decision maker has been increasing yearly. Therefore, this research is compiling with purchase motivation, information search, product attribute, and the final achievement of purchase behavior in order to have more understanding on female consuming power in the current automobile market, and sales effectiveness in the future.
    This conceptual framework is based on EBM consumer behavior model. The scope of questionnaire includes car female owners and potential female buyers from the northern Taiwan. The data analysis relies on 220 copies of effective questionnaire returns. Major statistical analysis methods are: Descriptive Analysis, Frequency Analysis, χ² Analysis and Factor Analysis etc.
    The study results are showed as follows:
    1. The main purchase motivation for female consumers are: convenience for life,
    work necessary, and leisure/entertainment needs.
    2. The top 5 information searches for female consumers are: relatives/friends, newspaper/magazine, TV advertisement and sales person.
    3. Safety is the greatest concern for female consumers when purchasing. As for productivity of car itself, mechanism security, energy saving in terms of environmental protection, and quality of after-service as well.
    4. The purchase behavior of female consumers on automobile has significant differences subject to their age, income and occupation.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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