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    Title: 進口汽車消費者購買決策因素之研究
    Other Titles: A study of purchas decision factors on imported automobile consumer
    Authors: 杜曉蕙;Tu, Hsiao-hui
    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: 進口汽車;EBM模式;購買決策;imported automobile;EBM model;purchas decision
    Date: 2008
    Issue Date: 2010-01-11 01:34:10 (UTC+8)
    Abstract: 近10年來進口汽車在台灣的市場平均佔有率大約為15%,台灣車廠預測:台灣汽車市場規模將在32-36萬輛之間 。
    本研究採用EBM模式為研究基礎,探討消費者購買進口汽車的決策因素,此模式顯示,消費者在購買決策時是經歷七個主要階段:需求確認、資訊檢索、購前評估、購買、消費、消費後評估與棄除。
    並以北台灣地區消費者為研究對象,就購買進口汽車的主要動機、資訊來源、產品屬性評估,以瞭解台北地區進口汽車擁有者的購買決策。
    本研究以問卷調查為研究工具,主要分析方法包括敘述統計的次數分配和均數分析、因素分析方法以及卡方檢定。
    研究結果發現 :
    一.進口汽車消費者最重視的產品屬性因素前十名分別依序為1.車身安全結構,2.安全配備,3.品牌知名度/口碑,4.汽車品牌形象,5.操控性,6.售後服務品質,7.車型設計,8.節能環保/省油,9.馬力及速度,10.防盜配備,相對較不重視的因素前五項分別為1.定期舉辦公開展示活動,2.舉辦各類車主活動,3.專屬社群網站服務,4.燃料稅/牌照稅,5.方便停車。
    二.購買動機 : 消費者為了生活便利而購買汽車的比率最高。
    三.資訊蒐集 : 大多數消費者購買進口車訊息的主要來源是汽車經銷商。
    四.購買決策 :
    1.進口汽車擁有者的汽車品牌統計結果顯示,BENZ賓士汽名列第 一,佔 18.6%;其次為BMW汽車,佔13.1%,排名第三是TOYOTA豐田汽車, 佔 9.8%,排名第四的VOLVO富豪汽車,佔8.2%,排名第五是LEXUS凌志 汽 車和VOLKSWAGEN 福斯汽車,佔7.1%。
    2.消費者擁有的車款其價格最多是介於$1,000,001~$1,500,000之間。
    3.消費者擁有的進口汽車的車型款式,以四門轎車最為普遍。
    4.消費者擁有的進口汽車排氣量顯示,1801cc~2400cc最多人擁有。
    The imported automobiles in Taiwan have averagely gained a market share of 15% in recent decade. The car companies forecast that the scale of Taiwan automobile market will reach the amount between 320,000 to 360,000 cars.
    This research employs the EBM model as its basis to discuss the decisive elements for the consumer who purchases the imported automobiles. This modal shows that there are seven major phases during the process of the consumer’s purchasing decision: “need recognition,” “information searching,” “pre-purchase evaluation alternatives,” “purchase,” “consumption,” “post-purchase evaluation alternatives” and “divestment.”
    In order to fully understand the factors of purchasing decision of the possessors who own the imported automobiles in Taipei city, this research with the prime motives of the consumers, origins of information, and the evaluation of the attributes of the products—takes those local possessors as the research objects.
    The questionnaire is the instrument of this research. The mainly analyzed methods include: narration statistics number of times assignment and mean value analysis, as well as factor analysis method and X2 analysis. The findings discovered that,
    1.The top ten factors of the product attributes for the consumers of the imported
    automobiles are: 1. the safety design of the automobile, 2. safety equipment, 3.
    brand awareness/public praise, 4. the brand image, 5. the quality of controls, 6.
    after-care service, 7. the body styling, 8. energy-saving (fuel-efficiency), 9.
    horsepower and speed, 10. car alarm
    2.On the contrary, another five from the less important factors are: 1. regular public
    exhibition, 2. all sorts of activities for the owners, 3. the personalized service of
    the community website, 4. fuel use tax/license tax, 5. the convenience for parking.
    Purchase motive: Most of the consumers purchase automobiles for the
    convenience of life.
    3.Information collection: The sources of the information for purchasing
    automobiles of the most of the consumers come from the car distributors.
    4. Purchase decision-making:
    (1)The statistics shows that BENZ casts the first place 18.6% for the maximum
    possessors among the different brands of the imported automobiles; BMW
    casts 13.1% as the second place then; The third place is TOYOTA, which casts
    9.8%; VOLVO, the fourth place casts 8.2%; andthe fifth place are LEXUS and
    VOLKSWAGEN, both of them cast 7.1%.
    (2)The prices of the consumers’ automobiles mostly lie in between$1,000,001~ $1,500,000.
    (3)The most general design of the automobiles owned by the consumers is the sedan with four-door style.
    (4) Most of the consumers own the automobile with the exhaust system which averagely exhaust 1801 c.c. ~2400 c.c.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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