淡江大學機構典藏:Item 987654321/90513
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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: 李月華;羅惠瓊;李文庭;蘇怡欣
    Contributors: 淡江大學企業管理學系
    Keywords: 中古車;通路;購買意願;聯合分析;used cars;channel;purchasing intention;conjoint analysis
    Date: 2010-06
    Issue Date: 2013-06-27 13:49:01 (UTC+8)
    Publisher: 臺北縣:淡江大學企業管理學系
    Abstract: 台灣的中古車市場,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,因此增加了消費者的知覺風險。本研究目的為探討消費者在進行二手車選購時,品牌形象及通路來源、對中古車的知覺品質與購買意願'探討其之間有何關聯與影響。
    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: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;品牌形象越好,消費者對該品牌中古車購買意願越高。另外,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會影響消費者對中古車的購買意願。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高。
    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 chose 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 shows that the purchasing intentions are different for two types of distribution channels-Certified Pre-Owned car and non Certified Pre-Owned car. When used cars have high perceived risk, consumers will have low purchasing intentions. When the brand image of used-car seller is good, consumer will have high purchasing intentions.
    Relation: 2010年兩岸企業管理學術研討會論文集,頁227-239
    Appears in Collections:[Graduate Institute & Department of Business Administration] Proceeding

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