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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/32021

    Title: 女性汽車消費者購買決策因素之研究
    Other Titles: A study of female consumer purchasing decision factors on automobile
    Authors: 童玉芬;Tung, Yu-fen
    Contributors: 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
    Keywords: EBM模式;消費行為;購買決策;產品屬性;EBM model;Consumer Behavior;Purchasing Decision;Product Attribute
    Date: 2008
    Issue Date: 2010-01-11 01:33:02 (UTC+8)
    Abstract: 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。
    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.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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