一、研究實證分析結果得知，在台灣的油電混合車市場中，消費者的態度、主觀規範及知覺行為控制皆會直接影響購買意圖，其中特別是主觀規範，對於油電混合車購買意圖的影響最為顯著。 二、研究結果顯示，性別不同的男女族群在油電混合車購買行為上，相關的影響因素也不同。因此廠商可針對性別不同的消費者進行分析並制訂不同的行銷策略，以達到最佳的行銷效果。 Confronted with the issues of greenhouse gas (GHG) and soaring oil prices, automotive industry had launched low pollution and low fuel consumption hybrid car in order to better conform to the concept of environmental protection and economic development. Japan’s financial magazine “Trendy” predicted that green cars will become the top 10 hot products of the coming year, and among them, hybrid car is the mainstream for the current auto market. In order for Taiwan’s automotive industry to gain competitive advantages in this wave of green business opportunities, an important key is to understand what the factors are that will affect consumers’ purchase of hybrid car.
This study is based on the TPB model proposed by Ajzen (1985) to investigate the effects of consumers’ attitudes towards the hybrid car, subjective norms, and perceived behavioral control on purchase intention, and by adding gender segmentation as a variable to divide consumers into male and female groups to further investigate whether if the consumer behaviors related to hybrid car will differ because of the difference in gender.We applied SEM to analyze the valid response data.The major findings of this study were as follows：
1. The analysis of the research results show that, in Taiwan’s hybrid car market, consumers’ attitudes, subjective norms, and perceived behavioral control will all directly affect the purchase intention, among them, the subjective norms in particular has the most notable effect on the purchase intention for hybrid car. 2. The research results show that for different gender groups, the factors that affect the hybrid car purchase behaviors are also different. Therefore, manufacturers can target consumers of different genders to conduct analysis and develop different marketing strategies in order to achieve the best marketing performance.