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    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。
    但由於中古車市場資訊不對稱,且二手商品在品質方面變異性大因此更增加了消費者的知覺風險。再加上國內中古車行品質良宥不齊,中古車行之風險亦是影響中古車成交與否的重要的因素,介於現今二手車市場的現況,在許多汽車原廠紛紛投入中古車部份進行經營之情況下,消費者能否在進行選購時因透過品牌形象而釐訂中古車的知覺品質與以中古車的購買意願,並探討其之間有何關聯與影響為本研究最主要的目的。
    本研究選定了幾個中古車汽車屬性,並且運用了聯合分析法來衡量最高購買意願組合偏好和屬性的相對重要性。並將消費者對中古車知覺風險,中古車接受度,以及TOYOTA汽車品牌,與聯合分析法一起進行統計分析,研究結果發現:
    一、在新車有促銷方案的情況下,消費者購買中古車的意願會較低。
    二、在出售中古車通路方面,原廠認證中古車和非原廠認證中古車,兩種不同的
    通路會影響消費者對中古車的購買意願。
    三、中古車的車況會影響消費者的購買意願。
    四、對於中古車的購買知覺風險越高,消費者對中古車的購買意願越低。
    五、品牌形象越好,消費者對該品牌中古車購買意願越高。
    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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