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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/33909

    Title: 女性小汽車購買行為研究—以大臺北地區為例
    Other Titles: The study of female purchasing automobile behavior - a case of Taipei metropolis.
    Authors: 王敏莉;Wang, Min-li
    Contributors: 淡江大學統計學系碩士班
    溫博仕;Wen, Bor-shyh
    Keywords: 生活型態;購買意圖;品牌形象;結構方程模式;線性結構關係;Life-Style;purchasing intension;Brand Image;Structural Equation Modeling;Linear Structure Relation ( LISREL)
    Date: 2007
    Issue Date: 2010-01-11 04:39:47 (UTC+8)
    Abstract: 由於經濟快速成長,使得國民平均年所得提高,根據調查平均每戶自用小客車車主擁有1.5輛小客車,由於女性經濟自主能力提高,加上女性駕駛人的比例逐年增加,顯示女性駕駛人在家庭汽車的使用應該有顯著的增加,目前有關汽車消費行為研究相當多,但大多數皆以男性為主要研究對象,事實上女性購車市場是非常值得深入研究的。
    As the economy in Taiwan grows rapidly, the average rate of citizen’s income has improved a lot. According to investigate that average each homehold vehicle owner have 1.5 passenger vehicles. Because feminine economical independent ability enhancement and the rate of female driver increases year by year, show that female driver in the family use automobile should be significant increasing. There were many research about buying automobile behavior, but only foused on male. Actually the market of the female buying automobile in fact is extremely worth to study.
    The research is based on female drivers have purchasing experiment in Taipei and Taoyuan area. And through mass media information, by way of brand image, product attributes and favored automobile product three variables to influence consumers’ purchasing intention when consumers want to chage their automobile. The study used LISREL software to construct a Structural Equation Modeling in order to distinguish female consumers’ purchasing automobile intention.
    In analyzing result, female consumers in different area have different mass media information and different personal life style have different brand image of symbolic benefits and confortable favored. About female purchasing automobile behavior model, as the result, mass media information will effect upon brand image and product attributes. And favored automobile product will be influenced by product attributes. For female consumers’ purchasing intension, mass madia information must be through product attributes to direct to influence favored product and consumers’ purchasing intension at the second hand.
    Appears in Collections:[統計學系暨研究所] 學位論文

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