淡江大學覺生紀念圖書館 (TKU Library)
進階搜尋


下載電子全文限經由淡江IP使用) 
系統識別號 U0002-1206201112430500
中文論文名稱 新產品屬性購買偏好之研究-以電動車為例
英文論文名稱 A Study of Product Attributes of New Product on Buying Preferences -The Example of Electric Vehicles
校院名稱 淡江大學
系所名稱(中) 企業管理學系碩士班
系所名稱(英) Department of Business Administration
學年度 99
學期 2
出版年 100
研究生中文姓名 李文庭
研究生英文姓名 Wen-Ting Lee
學號 698610762
學位類別 碩士
語文別 中文
口試日期 2011-05-27
論文頁數 84頁
口試委員 指導教授-李月華
共同指導教授-羅惠瓊
委員-周建亨
委員-黃志文
中文關鍵字 新產品屬性  購買偏好  來源國形象  選擇式聯合分析 
英文關鍵字 Product Attributes of New Product  Buying Preference  Country-of-Origin Image  Choice-Based Conjoint Analysis 
學科別分類 學科別社會科學管理學
中文摘要 全球專業分工使得許多新產品之品牌或製造來自於不同國家,例如汽車生產價值鏈中的來源國複雜度即相當高,因此當消費者對於該產品的知識不豐富時,常造成其在選購上的困擾。在能源日漸減少的壓力下,許多車廠積極研發新能源車款,其中又以「電動車」此類新產品最受矚目,然而,在成為市場主流前,車廠經營者必須了解影響消費者購買偏好的內隱與外顯屬性為何,如此才能創造出合宜的商品組合。過去研究多較集中於一般汽車與油電混合車等舊產品屬性之探討,或僅檢定來源國與購買意願之關係,而本研究除增加電動車新產品屬性(充電時間、續航力)外,亦加入來源國形象與價格等九個屬性,觀察其在不同產品知識與知覺品質消費者間,對於購買偏好之影響,期望藉由分析結果讓各大車商在資源分配與產品研發上能有所助益,此乃本研究之主要動機與目的。
本研究以電動車產品為設計內容,透過網路發放問卷,受測對象為台北市汽車駕駛人,樣本數目共215個。利用Sawtooth公司之選擇式聯合分析軟體(SMRT、CBC/HB)與SPSS統計軟體分析後得出以下結果:
1. 全體受測者對各屬性之重視程度依序為充電時間、馬力、續航力、製造來源國、新車價格、安全配備、內部裝潢、品牌來源國與行李廂空間。
2. 不論高或低產品知識者,皆重視內隱屬性;高產品知識者較不若低產品知識者重視價格。
3. 內隱屬性與製造來源國會對購買偏好產生正向影響;價格則對購買偏好產生負向影響。
4. 高產品知識者對電動車之購買偏好較低,但低產品知識者卻會受價格之正向影響,而提高其購買偏好。
英文摘要 With the trend of global specialization, products are manufactured and get their names from host countries. Therefore, country-of-origin has great effects on consumers when they have inadequate product knowledge. Many automobile companies try hard to develop “new energy cars” as a result of decreasing energy resources. Among them, “electric vehicle” receives the spotlight. In order to make new commodity combination properly, managers of automobile companies must understand the intrinsic and extrinsic attributes that affect consumers’ buying preferences. However, most extant researches discussed merely product attributes of vehicles and examined the relationship between country-of-origin and purchase intention. Therefore, this research adds new attributes belonging to electric vehicles (recharging time and endurance), as well as other attributes such as country-of-origin image and prices to observe their impact on buying preferences among consumers with different product knowledge and perceived quality. Specifically, this research tries to assist automobile companies in allocating resources and develop products effectively through the findings.
This research selected electric vehicles as target product. Furthermore, we investigated car drivers who lived in Taipei by web questionnaire, and reached 215 valid samples. The data was analyzed using choice-based conjoint analysis software (SMRT, CBC/HB) and SPSS statistical software. The summaries of salient findings are as follows:
1. The relative importance of every attribute ranked by all respondents in sequence is:recharging time, horsepower, endurance, country-of-manufacture, prices, safety, interior, country-of-brand and trunk size.
2. Both high and low product knowledge consumers pay more attention to intrinsic attributes. For high product knowledge consumers, the importance of prices is lower than low product knowledge ones.
3. There are positive impacts among intrinsic attributes, country-of-manufacture and buying preferences. There are also negative impacts between prices and buying preferences.
4. High product knowledge consumers have lower buying preferences of electric vehicles; however, low product knowledge consumers have higher buying preferences via positive impacts of prices.

論文目次 目 錄 I
表 次 III
圖 次 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍與對象 4
第四節 研究流程 5
第二章 文獻探討 6
第一節 產品屬性 6
第二節 來源國形象 9
第三節 價格 14
第四節 知覺品質 16
第五節 品牌權益對電動車購買偏好之影響 19
第六節 產品知識 23
第三章 研究設計 26
第一節 研究架構 26
第二節 研究假說 27
第三節 變數定義與衡量方式 31
第四節 問卷設計 37
第五節 抽樣設計 40
第六節 資料分析方法 41
第四章 資料分析 44
第一節 敘述性統計分析 44
第二節 信度與效度分析 46
第三節 集群分析與操弄檢定 48
第四節 屬性重要性與水準效用值 49
第五節 電動車購買偏好 58
第六節 迴歸分析 62
第七節 假說檢定結果 65
第五章 結論與建議 66
第一節 研究結論 66
第二節 管理意涵與研究貢獻 67
第三節 研究限制與後續研究建議 69
參考文獻 72
一、中文部份 72
二、英文部份 73
三、網路資料 80
附錄 81

表2-1 汽車產品屬性相關研究彙整表.......................................................................9
表3-1 本研究之電動車屬性與水準值.....................................................................32
表3-2 小客車按製造國別分類之前3 名(至100 年2 月底) ..................................33
表3-3 台灣與德國小客車廠牌別分類之前3 名(至100 年2 月底) ......................34
表3-4 知覺品質之衡量項目.....................................................................................35
表3-5 產品知識之衡量項目.....................................................................................36
表3-6 品牌權益之衡量項目.....................................................................................36
表3-7 虛擬電動車品牌名稱之前測結果.................................................................38
表3-8 同等級汽車品牌之前測結果.........................................................................39
表3-9 本研究問卷內容.............................................................................................39
表4-1 受測者樣本結構分析.....................................................................................44
表4-2 各構面之描述性統計量.................................................................................46
表4-3 問卷各構面之信度分析.................................................................................46
表4-4 各變數之因素分析表.....................................................................................47
表4-5 產品知識K-means 集群分析表.....................................................................48
表4-6 知覺品質K-means 集群分析表.....................................................................48
表4-7 操弄檢定-品牌權益之成對樣本T 檢定.......................................................49
表4-8 各屬性水準值被全體受測者選擇之比率與其顯著性.................................49
表4-9 全體受測者對各屬性水準之主效果及其成份效用值.................................51
表4-10 全體受測者對各屬性水準之購買偏好差異分析.......................................52
表4-11 假說驗證彙總...............................................................................................53
表4-12 全體受測者對各屬性之相對重要性...........................................................54
表4-13 第一位受測者對各屬性之相對重要性.......................................................54
表4-14 產品知識分組對內隱與外顯屬性重要性之成對樣本T 檢定...................55
表4-15 知覺品質分組對內隱與外顯屬性重要性之成對樣本T 檢定...................56
表4-16 產品知識分組對來源國重要性之成對樣本T 檢定...................................56
表4-17 知覺品質分組對來源國重要性之成對樣本T 檢定...................................56
表4-18 產品知識分組對價格與非價格重要性之成對樣本T 檢定.......................57
表4-19 知覺品質分組對價格與非價格重要性之成對樣本T 檢定.......................57
表4-20 假說驗證彙總...............................................................................................57
表4-21 不同水準數之效果類型編碼.......................................................................59
表4-22 本研究各屬性水準之編碼設計...................................................................59
表4-23 電動車購買偏好之描述性統計...................................................................61
表4-24 產品知識分組對電動車購買偏好之獨立樣本T 檢定...............................61
表4-25 知覺品質分組對電動車購買偏好之獨立樣本T 檢定...............................62
表4-26 假說驗證彙總...............................................................................................62
表4-27 高產品知識組之價格對電動車購買偏好迴歸分析表...............................63
表4-28 低產品知識組之價格對電動車購買偏好迴歸分析表...............................63
表4-29 高知覺品質組之價格對電動車購買偏好迴歸分析表...............................64
表4-30 低知覺品質組之價格對電動車購買偏好迴歸分析表...............................64
表4-31 假說驗證彙總...............................................................................................64
表4-32 假說檢定結果彙整表...................................................................................65

圖1-1 本研究流程圖...................................................................................................5
圖2-1 依產品表現方式分類之產品屬性...................................................................7
圖2-2 月暈效應模型 (Halo Effect Model)...............................................................13
圖2-3 彙總構念模型 (Summary Construct Model).................................................13
圖2-4 知覺品質組成要素.........................................................................................18
圖2-5 品牌權益關係圖.............................................................................................21
圖3-1 本研究概念性架構.........................................................................................26
圖4-1 固定選擇工作之「第一組產品」.................................................................60

參考文獻 一、中文部份
1.田雅萍 (2005)。品牌來源國與製造來源國對消費者產品評價之影響-價格折扣之干擾效果之探討。大同大學事業經營研究所碩士論文,台北市。
2.朱啟祥 (2009)。汽車品牌形象與中古車之知覺風險、知覺品質及知覺價值對購買意願關係之探討。育達商業技術學院企業管理研究所碩士論文,苗栗縣。
3.呂學慶 (2002)。台灣地區汽車市場銷售預測之探討。國立中央大學高階主管企業管理研究所碩士論文,桃園縣。
4.李奇勳 (2000)。價格、保證及來源國形象對產品評價與購買意願的影響。國立成功大學企業管理研究所博士論文,台南市。
5.李彥駒 (2008)。來源國形象對產品選擇的影響-涉入程度之干擾效果。國立暨南國際大學國際企業管理研究所碩士論文,南投縣。
6.周文賢、張欽富 (2000)。聯合分析在產品設計之運用,華泰書局,台北市。
7.周亦君 (2006)。消費者對綠色汽車之偏好結構及願付價格研究。國立成功大學資源工程研究所碩士論文,台南市。
8.林盈汝 (2010)。考量顧客偏好的新產品服務系統設計與評估-以電動汽車電池服務系統為例。國立成功大學資源工程研究所碩士論文,台南市。
9.林振揚 (2007)。產品屬性、產品品牌知識與商店環境對消費者購買意願影響之研究-以液晶電視(LCD TV)為例。輔仁大學管理學研究所碩士論文,新北市。
10.林雲糶 (2006)。汽車產業演進之探討-以美日德三國為例。國立中山大學財務管理學系碩士在職專班碩士論文,高雄市。
11.林碧霞 (2006)。品牌形象及產品知識對購買意願之影響-價格折扣干擾效果之探討。大同大學事業經營研究所碩士論文,台北市。
12.邱光輝、孫珮珊、陳明怡 (2005)。知覺產品品質、顧客滿意與顧客忠誠關係之研究-以上海地區東南汽車為例。國立台北大學企業管理研究所,行銷評論,第2卷,第2期,頁219-238,台北市。
13.洪順慶 (1994)。中美日產品品牌權益之比較。行政院國家科學委員會專題研究計畫,NSC83-0301-H004-024,台北市。
14.張逸婷 (2010)。引導式關鍵字行銷-影響消費者搜尋意願因素之研究。國立政治大學廣告研究所碩士論文,台北市。
15.曹文琴 (2003)。來源國效應與產品評價及態度相關性之研究-以汽車業為例。國立勤益科技大學企業管理學系,勤益學報,第21卷,第7期,頁191-204,台中市。
16.陳世偉 (2003)。國產汽車消費者購買行為之研究。國立台北大學企業管理研究所碩士論文,台北市。
17.陳韋仁 (2005)。生活型態與消費者首購房車決策之研究-以年輕族群為例。大葉大學事業經營研究所碩士論文,彰化縣。
18.鄒筱涵、于卓民 (2007)。國家形象衡量指標建立之研究。中華管理評論國際學報,第10卷,第3期。
19.廖安仁 (2002)。國家形象對品牌權益影響之研究。國立中央大學企業管理研究所碩士論文,桃園縣。
20.羅文坤 (1986)。行銷傳播學,三民書局,台北市。
二、英文部份
1.Aaker, D. A. (1991). Managing Brand Equity. The Free Press, New York, NY.
2.Aaker, D. A. (1996). Building Strong Brand. Consumer Behavior and Marketing Action, New York, Kent Publishing Co.
3.Agrawal, J., Richardson, P. S. and Grimm, P. E. (1996). The Relationship between Warranty and Product Reliability. The Journal of Consumer Affairs, 421-426.
4.Ahmed, S. A. and Astous, A. (1996). Country-of-Origin and Brand Effects:A Multi-dimensional and Multi-Attribute Study. Journal of International Consumer Marketing, 9(2), 93-115.
5.Alba, J. W. and Hutchinson, J. W. (1987). Dimensions of Consumer Expertise. Journal of Consumer Research, 13(4), 411-454.
6.Baron, R. M. and Kenny, D. A. (1986). The Moderator-mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
7.Barwise, P. (1993). Introduction to the Special Issue on Brand Equity. International Journal of Research in Marketing, 10(1), 3-8.
8.Bilkey, W. J. and Nes, E. (1982). Country of Origin Effects on Product Evaluations. Journal of International Business Studies, 13(1), 89-99.
9.Brownstone, D., Bunch, D. S., and Train, K. (2000). Joint Mixed Logit Models of Stated and Revealed Preferences for Alternative-fuel Vehicles. Transportation Research Part B, 34, 315-338.
10.Brucks, M. (1985). The Effect of Product Class Knowledge on Information Search Behavior. Journal of Consumer Research, 12(June), 1-16.
11.Brucks, M., Zeithaml V.A. and Naylor, G. (2000). Price and Brand Name as Indicators of Quality Dimensions for Consumer Durables. Journal of the Academy of Marketing Science, 28(3), 359-374.
12.Chang, S. E., Changchien, S. W. and Hung, R. H. (2006). Assessing Users’ Product-specific Knowledge for Personalization in Electronic Commerce. Expert Systems with Applications, 30, 682-693.
13.Chao, P. (1993). Partitioning Country of Origin Effects:Consumer Evaluations of a Hybrid Product. Journal of International Business Studies, 24(2), 291-306.
14.Chen, T. Y., Chang, P. L. and Chang, H. S. (2005). Price, Brand Cues, and Banking Customer Value. International Journal of Bank Marketing, 23(3), 273-291.
15.Chen, Z. and Dubinsky, A. J. (2003). A Conceptual Model of Perceived Customer Value in E-Commerce:A Preliminary Investigation. Psychology and Marketing, 20(4), 323-347.
16.Chiou, J. S. (2003). The Impact of Country of Origin on Pretrial and Post-trial Product Evaluations:The Moderating Effect of Consumer Expertise. Psychology & Marketing, 20(10), 935-954.
17.Dagsvik, J. K., Wennemo, T., Wetterwald, D. G., and Aaberge, R. (2002). Potential Demand for Alternative Fuel Vehicles. Transportation Research Part B, 36, 361-384.
18.Dodds, W. B., Monroe, K. B. and Grewal, D. (1991). The Effect of Price, Brand and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28, 307-319.
19.Eastlick, M. A. and Lotz, S. (1999). Profiling Potential Adopters and Non-adopters of an Interactive Electronic Shopping Medium. International Journal of Retail and Distribution Management, 27(6), 209-223.
20.Erevelles, S., Roy, A. and Vargo, S. L. (1999). The Use of Price and Warranty Cues in Product Evaluation:A Comparison of U.S. and Hong Kong Consumers. Journal of International Consumer Marketing, 11(3), 67-91.
21.Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J. and Bryant, B. E. (1996). The American Customer Satisfaction Index:Nature, Purpose and Findings. Journal of Marketing, 60(4), 7-18.
22.Garvin, D. A. (1983). Quality on the Line. Harvard Business Review, 61(5), 65-75.
23.Garvin, D. A. (1984). What Does Product Quality Really Mean? Sloan Management Review, 26, 25-45.
24.Grewal, D., Krishnan, R., Baker, J. and Borin, N. (1998). The Effect of Store Name, Brand Name, and Price Discounts on Consumers’ Evaluations and Purchase Intentions. Journal of Retailing, 74, 331-352.
25.Han, C. M. and Terpstra, V. (1988). Country-of-origin effects for uni-national and by bi-national products. Journal of International Business studies, 19, 835-255.
26.Han, C. M. (1989). Country Image:Halo or Summary Construct?. Journal of Marketing Research, 26(2), 222-229.
27.Huber, J. and McCann, J. (1982). The impact of inferential beliefs on product evaluation. Journal of Marketing Research, 19, 324-333.
28.Iyer, G. R. and Kalita, J. K. (1997). The Impact of Country-of-Origin and Country-of-Manufacture Cues on Consumer Perceptions of Quality and Value. Journal of Global Marketing, 11(1), 7-28.
29.Kalyanaram, G. and Little, J. D. C. (1994). An Empirical Analysis of Latitude of Price Acceptance in Consumer Package Goods. Journal of Consumer Research, 21(3), 408-418.
30.Kannan, P. K. and Kopalle, P. K. (2001). Dynamic Pricing on the Internet:Importance and Implications for Customer Behavior. International Journal of Electronic Commerce, 5(3), 63-83.
31.Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 57(1), 1-22.
32.Kotler, P. (1996). Marketing management:Analysis, planning implementation and control, 9th ed., New Jersey:Prentice Hall.
33.Kotler, P. and Keller, K. L. (2009). Marketing management, 13th ed., New Jersey:Prentice Hall.
34.Lantz, G. and Loeb, S. (1996). Country-of-Original and Ethnocentrism:An Analysis of Canadian and American Preferences Using Social Identity Theory. Advance in Consumer Research, 20, 684-689.
35.Leonidou, L. C., Palihawadana, D. and Talias, M. A. (2007). British Consumers’ Evaluations of US versus Chinese Goods. European Journal of Marketing, 41(7/8), 786-820.
36.Lutz, R. (1986). Quality is as Quality Does:An Attitudinal Perspective on Consumer Quality Judgments, presentation to the Marketing Science Institute Trustees, Cambridge, MA. 45 Marketing Science, 22(3), 274-282.
37.Martin, I. M. and Eroglu, S. (1993). Measuring a Multi-Dimensional Construct. Journal of Business Research, 28, 191-210.
38.Moon, B. J. (2004). Effects of Consumer Ethnocentrism and Product Knowledge on Consumers’ Utilization of Country-of-origin Information. Advances in Consumer Research, 31, 667-673.
39.Myers, J. H. and Shocker, A. D. (1981). The Nature of Product-Related Attributes. Research in Marketing, 5, 211-236.
40.Olshavsky, R. W. (1985). Perceived Quality in Consumer Decision Making:An Integrated Theoretical Perspective, in Perceived Quality, Jacoby, J. and Olson, J. (eds.), Lexington, MA:Lexington Books, 3-29.
41.Perrouty, J. P., d’Hauteville, F. and Lockshin, L. (2006). The Influence of Wine Attributes on Region of Origin Equity:An Analysis of the Moderating Effect of Consumer’s Perceived Expertise.Wiley InterScience, 22(3), 323-341.
42.Peterson, R. A. and Jolibert, A. J. P. (1995). A Meta-Analysis of Country-of-Origin Effects. Journal of International Business Studies, 26(4), 883-900.
43.Phau, I. and Suntornnond, V. (2006). Dimensions of Consumer Knowledge and its Impacts on Country of Origin Effects among Australian Consumers:A Case of Fast-consuming Product. Journal of Consumer Marketing, 23(1), 34-42.
44.Rego, L. L., Billett, M. T. and Morgan, N. A. (2009). Consumer-Based Brand Equity and Firm Risk. Journal of Marketing, 73, 47-60.
45.Richardson, P. S., Dick, A. S. and Jain, A. K. (1994). Extrinsic and Intrinsic Cue Effects on Perceptions of Store Brand Quality. Journal of Marketing, 58, 28-36.
46.Roth, M. S. and Romeo, J. B. (1992). Matching Product Category and Country Image Perceptions:A Framework for Managing Country-of-Origin Effects. Journal of International Business Studies, 23(3), 477-497.
47.Samiee, S. (1994). Costumer Evaluation of Products in a Global Market. Journal of International Business Studies, 25(3), 579-604.
48.Smith, J. W. (1991). Brand Equity and the Analysis of Customer Transactions. In E. Maltz, ed., Managing Brand Equity, Cambridge, MA:Marketing Science Institute.
49.Snoj, B., Korda, A. P. and Mumel, D. (2004). The Relationships among Perceived Quality, Perceived Risk and Perceived Product Value. Journal of Product and Brand Management, 13(3), 156-167.
50.Steenkamp. J. B. E. M. (1990). Conceptual Model of the Quality Perception Process. Journal of Business Research, 22, 309-333.
51.Steenkamp, J. B. E. M., Hofstede, F. T. and Wedel, M. (1999). A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness. Journal of Marketing, 63(2), 55-69.
52.Stobart, P. (1989). Alternative Methods of Brand Valuation, In Murphy, J. (Ed.), Brand Valuations:Establishing a True and Fair View, the Interbrand Group, London.
53.Tauber, E. M. (1988). Brand Leverage:Strategy for Growth in a Cost Control World. Journal of Advertising Research, 28, Iss. 4, 26-30.
54.Teas, R. K. and Agarwal, S. (2000). The Effect of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice and Value. Journal of the Academy of Marketing Science, 28(2), 278-290.
55.Verlegh, P. W. J. and Steenkamp, J. B. E. M. (1999). A Review and Meta-Analysis of Country-of-Origin Research. Journal of Economic Psychology, 20(5), 521-546.
56.Vidal, M. P. and Ballester, E. D. (2005). Sales Promotions Effects on Consumer-based Brand Equity. International Journal of Market Research, 47(2), 179-204.
57.Volckner, F and Hofmann, J. (2007). The Price-perceived Quality Relationship:A Meta-analytic Review and Assessment of its Determinants. Market Lett, 18, 181-196.
58.Wortzel, R. (1979). New Life Style Determinants of Women’s Food Shopping Behavior. Journal of Marketing, 43, 28-39.
59.Yoo, B., Donthu, N. and Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28(2), 195-211.
60.Young, S. and Feigin, B. (1975). Using the Benefit Chain for Improved Strategy Formulation, Journal of Marketing, 39(3), 72-74.
61.Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value:A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52, 2-22.
三、網路資料
1.工業技術研究院-產業經濟與趨勢研究中心,電動車產業發展現況與趨勢,2010。取自
http://iekweb3.iek.org.tw/iekppt/client/slide.aspx?domain=&pre_id=2351
2.交通部統計處,交通統計月報,2011。取自
http://www.motc.gov.tw/motchypage/hypage.cgi?HYPAGE=stat06.asp&catid=5
3.行政院經濟建設委員會,智慧電動車發展策略與行動方案,2010。取自
http://www.cepd.gov.tw/m1.aspx?sNo=0013993
4.經濟部技術處,產業技術白皮書,2009。取自
http://doit.moea.gov.tw/itech/
5.電動汽車資訊網,電動汽車發展,2010。取自
http://tw.car.littleco.info/
6.U-CAR車壇新聞,2010年9月份台灣汽車市場銷售報告,2010。取自
http://news.cts.com.tw/cnyes/money/201010/201010010575703.html
論文使用權限
  • 同意紙本無償授權給館內讀者為學術之目的重製使用,於2016-06-23公開。
  • 同意授權瀏覽/列印電子全文服務,於2016-06-23起公開。


  • 若您有任何疑問,請與我們聯絡!
    圖書館: 請來電 (02)2621-5656 轉 2281 或 來信