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。

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.

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

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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