很多行銷研究者和心理學家為了發現消費者購買決策與產品（包括汽車）的關系研究過消費者行為。
購買新汽車，消費者需要使用購買決策過程，其中包括眾多的影響因素。創造新產品之前汽車製造商必須了解消費者需求，生活形態與購買決策的因素。萬一製造商有了這方面的資料才可以創造汽車和市場營銷戰略以成功地滿足消費者。因此提供會滿足消費者需求與希望的新產品和服務還有可能減少使用資源的數量和增加汽車製造商的收入。本研究有下面的目的：
  採取EBM消費者行為模式前三階段，研究並確定臺北市與臺北縣男性汽車消費者購買的決策
1.	採用眾多不同統計分析的方法研究汽車產品屬性跟臺北市與臺北縣台灣男性消費者的人口統計關系。 
2.	研究並描述臺北市與臺北縣臺灣男性汽車消費者的生活形態。 
本研究的發現闡述了購買決策和購買動機的關係、資訊來源、最熱門的產品屬性和研究對象與生活形態的關係。本研究結果亦對未來相關研究提出建議。

The automobile manufacturing industry is known as the “leading industry” because several other industries are dependant on it. Many influential factors affect decisions made in the automotive world. Consumer preferences determine the current styles, reliability, and performance standards of vehicles. Government trade, safety, and environmental regulations establish incentives and requirements for modernization and change in design or production. 
Many marketing researchers and psychologists have studied consumer behavior to identify the relationships between consumer purchasing decisions and different products (including automobiles). 
Buying a new automobile requires a consumer to use a purchase decision process that includes numerous influential factors. Before creating a product, automobile manufactures must understand consumer desires, lifestyle preferences and the influential factors of the purchase decision making process.  Only once a manufacture has this information can it create a vehicle and marketing strategies that successfully cater to the consumers; thus possibly minimizing waste of resources and increasing revenue for automobile manufactures while creating products and services that better meet the needs and desires of consumers.  The current study has the following objectives: 
1.	Explore and identify the critical influential factors in the first three stages of the EMB Consumer Behavior Model related to male Taiwanese automobile consumers from Taipei City and Taipei County. 
2.	Explore correlations between automobile product attributes and consumer demographic statistics of male Taiwanese from Taipei City and Taipei County using numerous statistical data analysis tools.
3.	Explore and illustrate lifestyle preferences of male Taiwanese automobile consumers from Taipei City and Taipei County.
The findings of this study illustrate how the purchase decision making process is related to consumer purchase motivations, the information sources consumers use, the most popular product attributes to consumers and lifestyle preferences in relation to the subject of the study.  Implications of the research to society and recommendations for further research are also presented

Chinese Abstract	ii
English Abstract	iii
Acknowledgements	v
List of Tables	ix
List of Figures	xi
Chapter I Introduction	1
1. 1 Background	2
1.2 Research Objectives	4
1. 3 Scope of the Study	5
1. 4 Research Procedure	6
1.4.1 Research Methods	6
Figure 1.4-1 The Research Process	8
1.5 Definitions	9
Chapter II Literature and Theory	12
2.1 History of the Taiwan Automobile Industry	12
2.2 Recent State of Automobile Sales in Taiwan	17
2.3 Consumer Purchase Decision Theory	23
2.3.1Consumer-Decision Making Process Related Research Studies	23
2.3.2 Marketing Management Analysis by P. Kotler	25
2.3.3 The EBM model by Roger D. Blackwell, Paul W. Miniard, James F. Engel	26
2. 4 Male Consumer Purchase Behavior	33
2.4.1 Gender and Shopping Behaviors	34
2.4.2 Online Shopping and Male Consumers	36
2.4.3 Automobile Purchase and Male Consumers	38
Chapter III Research Design	41
3. 1 Conceptual Framework	41
3. 2 Questionnaire Design	42
3.2.1 Purchase Decision Groups and Corresponding Factors	42
3.2.2 The Assessment of Product Attributes	43
3.2.3 Demographic Characteristics of Respondents	44
3.3 Sampling Design	44
3.3.1 Research Matrix	45
3.3.2 Questionnaire Distribution	45
3.3.3 Subject Demographic Summary	45
3. 4 Statistical Analysis Methods	49
3.4.1 Descriptive Statistics	49
3.4.2 Factor Analysis	49
3.4.3 Cronbach Alpha-Coefficient	50
3.4.4 Chi-square Test	50
3.4.5 Mean Value Analysis	50
Chapter IV Data Analysis	51
4.1 Purchase Motivations	51
4.2 Information Sources	52
4. 3 Factor Analysis	53
4.3.1 Factor Analysis of Purchase Decisions	54
4.3.2 Automobile Features Factor Explanations	56
4.3.3 Purchase Decision Factors Mean Value and Standard Deviation Analysis	59
4.3.4 Purchase Decisions Factors Reliability Analysis	62
4. 4 Factor Analysis of Consumer Lifestyle Preferences	62
4.4.1 Lifestyle Preferences Factors Explanations	63
4.4.2 Lifestyle Preferences Factors Mean Value and Standard Deviation Analysis	67
4.4.3 Lifestyle Preferences Factors Reliability Analysis	69
4. 5 Descriptive Measures of Respondent Purchase Decisions	70
4. 6 Correlations between Purchase Decision Factors	74
Chapter V Conclusions and Recommendations	89
5. 1 Summary of Received Information and Correlated Conclusions	89
5.1.1 Conclusions Regarding Critical Influential Factors in the First Three Stages of the EBM Model related to the Subject	89
5.1.2 Conclusions Regarding the Relationship between Automobile Product Attributes and Consumer Demographics Related to the Subject	91
5.1.3 Illustration of Lifestyle Preferences of the Subject	93
5. 2 Study Contribution to Society	94
5.2.1 Implications on Academia	94
5.2.2 Implications for Automobile Industry	95
5.2.3 Implications for Automobile Consumers	96
5. 3 Limitations	96
Bibliography	98
Bibliography of Chinese Literature Sources	98
Bibliography of English Literature Sources	99
Bibliography of Internet Sources	107
Appendix A Self Administered Questionnaire (Chinese Version)	108
Appendix B Self Administered Questionnaire (English Version)	114


 
List of Tables
2.2-1 Statistics of Sales for Automobiles in Taiwan (1997-2007.06)	19
3.2-1 Purchase Decisions Factors and Corresponding Variables	43
3.2-2 Automobile Product Attributes	44
3.3-1 Demographic Information of the Respondents: Age	46
3.3-2 Demographic Information of the Respondents: Education	46
3.3-3 Demographic Information of the Respondents: Marital Status	47
3.3-4 Demographic Information of the Respondents: Professional Field	48
3.3-5 Demographic Information of the Respondents: Monthly Income	49
4.1-1 Purchase Motivations	52
4.2-1 Information Sources	53
4.3-1 Purchase Decision Factors	55
4.3-2 Purchase Decision Interior Security Variable Factor Loading	56
4.3-3 Purchase Decision After Sales Customer Service Quality Variable Factor Loading		57
4.3-4 Purchase Decision Promotional Activities Variable Factor Loading	58
4.3-5 Purchase Decision Use Scenario Variable Factor Loading	58
4.3-6 Purchase Decision Vehicle Appearance Variable Factor Loading	59
4.3-7 Purchase Decision Vehicle Performance Variable Factor Loading	59
4.3-8 Purchase Decision Factors Mean Value and Standard Deviation Analysis	60
4.3-9 Purchase Decisions Factors Reliability Analysis	62
4.4-1 Consumer Lifestyle Preferences Factors	63
4.4-2 Lifestyle Preferences Work Attitude Variable Factor Loading	64
4.4-3 Lifestyle Preferences Lifestyle Habits Variable Factor Loading	65
4.4-4 Lifestyle Preferences Group Activities Variable Factor Loading	65
4.4-5 Lifestyle Preferences Complex Brand Image Variable Factor Loading	66
4.4-6 Lifestyle Preferences Family Relationship Variable Factor Loading	66
4.4-7 Lifestyle Preferences Individual Personality Variable Factor Loading	67
4.4-8 Lifestyle Preferences Factors Mean Value and Standard Deviation Analysis	68
4.4-9 Lifestyle Preferences Factors Reliability Analysis	70
4.5-1 Descriptive Measures of Vehicle Ownership	70
4.5-2 Descriptive Measures of Vehicle Type Distribution	71
4.5-3 Descriptive Measures of Vehicle Brand Distribution	72
4.5-4 Descriptive Measures of Vehicle Engine Displacement	73
4.5-5 Descriptive Measures of Length of Vehicle Ownership	73
4.5-6 Descriptive Measures of Vehicle Price	74
4.6-1 Relations between Consumer Income and Vehicle Price	75
4.6-2 Relations between Type of Vehicle Owned and Consumer Age	77
4.6-3 Relations between Consumer Marital Status and Type of Vehicle Owned	78
4.6-4 Relations between Consumer Marital Status and Time Length of Vehicle Ownership    		79
4.6-5 Relations between Consumer Income and Time Length of Vehicle Ownership	80
4.6-6 Relations between Consumer Age and Owned Vehicle Engine Displacement	82
4.6-7 Relations between Consumer Marital Status and Owned Vehicle Engine Displacement		84
4.6-8 Relations between Consumer Age and Vehicle Purchase Price	85
4.6-9 Relations between Consumer Age and Time Length of Vehicle Ownership	87
 
List of Figures
Figure 1.4-1The Research Process	8
Figure 2.2-1 Statistics and Growth Rate for Sales of Automobiles in Taiwan (1997-2007.06)		20
Figure 2.2-2 The Sales Growth Rate For Domestic Produced Automobiles in Taiwan	21
Figure 2.2-3 The Sales Growth Rate For Imported Automobiles in Taiwan	21
Figure 2.3-1 Five Stage Model of the Buying Process Taiwan	25
Figure 2.3-2 The Decision Process Model	26
Figure 2.3-3 Need Recognition	27
Figure 2.3-4 Information Processing	28
Figure 3.1-1 Conceptual Framework	41

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