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中文論文名稱 台灣男性汽車消費者購買決策因素之研究
英文論文名稱 A Study of Male Taiwanese Automobile Consumer:Influencing Factors for Purchase Decision
校院名稱 淡江大學
系所名稱(中) 國際貿易學系國際企業學碩士班
系所名稱(英) Department of International Trade
學年度 96
學期 2
出版年 97
研究生中文姓名 安娜
研究生英文姓名 Koval Anna Alexandrovna
學號 695551647
學位類別 碩士
語文別 英文
口試日期 2008-06-09
論文頁數 122頁
口試委員 指導教授-黃志文
委員-陳耀竹
委員-張俊惠
中文關鍵字 消費者行為  男性消費者  產品屬性  生活型態  購買決策 
英文關鍵字 Consumer Behavior  Male Consumer  Product Attribute  Lifestyle Preferences  Purchase Decision 
學科別分類 學科別社會科學商學
中文摘要 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。
英文摘要 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
論文目次 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
參考文獻 Bibliography
Bibliography of Chinese Literature Sources
李文宏 (2003), 世代別汽車購買行為, 交通大學管理科技學程碩士班未出版碩士論文.
張正杰( 2002), 汽車消費者購買決策行為之實證研究一之中國大陸廣州市為烈, 國立東華大學大陸研究所未出版碩士論文.
陳世偉 (2003), 國產汽車消費者購買行為之研究, 台北大學企業管理學系未出版碩士論文.
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