臺北縣市單車買主生活型態與購買決策關係之研究

淡江大學機構典藏 > 商管學院 > 國際企業學系暨研究所 > 學位論文 > Item 987654321/51643

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題名:	臺北縣市單車買主生活型態與購買決策關係之研究
其他題名:	The research of life style and buying decision for bicycle buyers in Taipei 台北縣市單車買主生活型態與購買決策關係之研究
作者:	陳依卿;Chen, I-ching
貢獻者:	淡江大學國際商學碩士在職專班曾義明;Tseng, Yi-ming;何怡芳;Ho, I-fang
關鍵詞:	單車;生活型態;消費者行為;購買動機;購買評估準則;Bicycle;Life Style;Consumer Behavior;Purchase Motivation;Purchase Evaluation Criteria
日期:	2010
上傳時間:	2010-09-23 15:35:05 (UTC+8)
摘要:	由於近年來國人對於養身環保的意識越來越抬頭，再加上對休閒生活的品質之重視，很多人選擇騎乘單車來做為休閒活動，因此單車的需求有增加的跡象。本研究旨在探討台北縣市不同生活型態的消費者，是否造成消費者對單車產品消費上的購買行為有所不同，以及人口統計變項是否對消費者的購買行為上造成影響，並提供業者行銷方面之建議。本研究以生活型態變數及人口統計變數作為自變數，並以AIO生活型態變數作為分類基礎，再以消費者的購買行為、購買動機及購買評估準則來分析消費者特性，研究範圍及對象是以臺北縣市已購買單車之消費者為主。以書面問卷及網路問卷並用，共發放251份，實際有效問卷為216份。統計軟體採用SPSS12.0版本，對生活型態變數、購買動機變數及購買評估準則變數等資料採以因素分析，並進行資料縮減，將變數分群之後，以迴歸分析、單因子變異數分析與卡方檢定分析等方法檢定各項研究假設。研究結果發現：可透過生活型態變數，將單車消費者分為「養身環保」、「流行資訊」兩種類型；購買動機變數分為「健康取向」及「便利取向」；購買評估準則變數分出了四個，分別有「價格重視」、「功能重視」、「服務重視」及「優惠資訊重視」。其消費者在生活型態、購買動機、購買評估準則及人口統計的變數之間有關聯性。 Due to Taiwan People are paying more attention to well-being and health-care these years, many citizen ride bicycles as a leisure activity. As a result, the demands for bicycles are rising as well. This research focus to examine whether the lifestyles of consumers have been influenced on their purchase decisions of bicycles also sets to explore whether demographic variables exhibit any influence on the purchase decisions of consumers. Finally, this research provides more suggestions for marketing efforts in the bicycle market. This research refers to lifestyle variables and demographic variables as independent variables and applies the AIO lifestyle variables as the classification reference. It then describes the consumers’ behaviour by using purchase decision variables, such as purchase decisions, purchase motivations and purchase evaluation criteria, in order to analyze the characteristics of consumers. This research samples mainly the consumers who have bought bicycles in Taipei City and County. Questionnaires are released in hard copy and through the Internet. A total of 251 questionnaires are issued and 216 effective ones are recovered. This research runs SPSS12.0 (a statistical software package) to conduct a factor analysis on lifestyle variables, purchase motivation variables, and variables concerning assessment criteria. Data is condenses and variables are grouped before the research hypotheses are validated with Regression Analyses, One-Way ANOVA and Chi-Square Tests. According to the research, the consumers who have purchased bicycles can be classified into two lifestyle types, i.e. regimen and fashion pursuing. Purchase motivation variables are grouped into two types, i.e. health-oriented and convenience-oriented. There are four purchase assessment variables, i.e. prices-oriented, functions-oriented, services-oriented and discounts-oriented. There are correlations between the variables concerning lifestyles, purchase motivations, purchase assessment criteria and demographics.
顯示於類別:	[國際企業學系暨研究所] 學位論文

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