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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33534

    Title: 通路來源對中古車購買意願之研究
    Other Titles: A study of source channel on used car purchase intention
    Authors: 蘇怡欣;Su, Yi-hsin
    Contributors: 淡江大學企業管理學系碩士班
    李月華;Lee, Yueh-hua
    Keywords: 中古車;通路;購買意願;聯合分析;used cars;Channel;Purchase Intention;conjoint analysis
    Date: 2008
    Issue Date: 2010-01-11 04:15:21 (UTC+8)
    Abstract: 台灣的中古車市場,自1995年過戶數量超越新車市場後,每年過戶數量皆穩定的成長,由此可知中古車市場商機之龐大,因此許多車廠已紛紛進入中古車市場進行經營,也漸漸成為廠商與消費者目光聚集的焦點。
    The used car market is growing so rapidly since 1995 that it has exceeded new car sales growth, and this growth has been stable each year. Thus, used cars market moves into spotlight as companies that have already seen its potential and opportunity are moving into the market.

    However, information about used cars is asymmetric, and heterogenic in quality, therefore increasing consumer’s perceived risk

    In Taiwan, the quality of used cars being sold varies greatly among sellers, making the purchase decision more dependent on the image of the seller. Thus, the purpose of this study is to identify the effect seller’s brand image has on consumer’s purchase intentions, and relationship among them.

    This study I have chosen several characteristics of used car, and used conjoint analysis to measure the preferences and importance of those attributes. Finally, consumer perceived risk and acceptance on used cars, and TOYOTA brand image were used t complete the doing statistical analysis. The results are as follows:

    1. When new cars are being promoted, consumer intentions on purchasing used cars are low.
    2. The purchasing intentions are different for two types of distribution channels; Certified Pre-Owned car and non Certified Pre-Owned car.
    3. The performance of used cars affects consumer purchasing intentions.
    4. When used cars have high perceived risk, consumers will have low purchasing intentions.
    5. When the brand image of used-car seller is good, consumer will have high purchasing intentions.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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