伴隨著汽車市場的活絡，相對車主對愛車的保養也是很重視的
一環，也使得汽車保養廠或消費者對機油的需求也跟著提升。在競
爭激烈的汽車機油市場中，必須進一步瞭解到消費者在購買前所考
慮的產品屬性為何，才是創造競爭優勢的因應之道。

    本研究主旨在探討台北市民對殼牌機油產品屬性的重要性與滿
意度。以居住在台北市且使用殼牌機油的消費者為抽樣對象，
採便利抽樣，有效問卷有570份。

    研究結果發現：
1. 消費者普遍對於這十四項產品屬性給予相當高的重視度。2. 根據均數分析，找出五項顧客最重視的產品屬性。3. 消費者對十四項機油產品屬性的重視度與滿意度之間存在顯著的差異。4. 依據重要程度—績效分析來看，顧客在五項產品屬性上的評價是具有競爭優勢，僅有一項產品屬性為首要改善的，列為次要改善的有五項，資源錯置有三項。

Coupling the active growing of Taiwan automobile market, the car owner sore emphasized on car maintenance, the demand for car maintenance shop and motor oil are increasing. Due to the fierce competition in Taiwan car motor oil market a further attributes are needed to create the competitive advantage.
 
   The purpose of this research is to investigate the Taipei citizens toward “Shell” motor oil’s importance of product attributes and degree of satisfaction. By using convenience and sampling method, a total of 570 questionnaires were collected from the “Shell” motor oil users in Taipei City.  

The research findings are as follows:
1.	Consumers are concerned all the fourteen products attributes.
2.	From attributes that customers are concerned the most.
3.	All customers are having significant difference on degree of importance and degree of importance and performance, customers are ranked five items of all product attributes have competitive advantage. However, there is one item of product attributes needed to improve immediately, five items ranked second and three items are ranked as resource distortion.

目 次 ---------------------------------------------------I
圖 次 -------------------------------------------------III
表 次---------------------------------------------------iv
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 研究對象與範圍 ----------------------------------4
第四節 研究流程 -----------------------------------------5
第二章 相關理論與文獻探討 ---------------------------------6
第一節 消費者行為理論 ----------------------------------6
第二節 信念與態度 ------------------------------------10
第三節 信念與態度之關係 -----------------------------21
第四節 產品屬性----------------------------------------23
第三章 研究設計 -------------------------------------------26
第一節 操作性定義 ------------------------------------26
第二節 問卷設計 ----------------------------------------27
第三節 抽樣設計與樣本結構 -----------------------------30
第四節 統計分析方法 ---------------------------------41
第四章 資料分析 ----------------------------------------43
第一節 產品屬性重視程度分析 --------------------------43
第二節 顧客機油滿意度分析------------------------------45
第三節 產品屬性重要性與滿意度之差異分析 ----------------47
第四節 重要程度─績效性分析----------------------------49
第五章 結論與建議 ---------------------------------------52
第一節 結 論 -------------------------------------------52
第二節 建 議 -------------------------------------------54
第三節 研究限制 ----------------------------------------55
第四節 後續研究建議------------------------------------56
參考文獻 ----------------------------------------------57
一、中文部份 ---------------------------------------57
二、英文部份 ---------------------------------------58
VI
附錄：問卷--------------------------------------------61
圖 次
圖1-1 研究流程------------------------------------------------------------ 5
圖2-1 EKB 消費者行為模式-------------------------------------------- 8
圖2-2 著重在認知的態度改變策略----------------------------------- 15
圖2-3 四種產品屬性----------------------------------------------------- 25
圖3-1 重要程度—績效水準-------------------------------------------- 42
圖4-1 產品屬性重要程度----------------------------------------------- 44
圖4-2 產品屬性滿意程度----------------------------------------------- 46
圖4-3 產品屬性重視度與滿意度之差異----------------------------- 48
圖4-4 殼牌機油重視程度—績效性分析----------------------------- 50 
表 次
表3-1 台北市各行政區人口分佈情形................................................... 30
表3-2 台北市各行政區分配之樣本數................................................... 32
表3-3 各行政區問卷分配數................................................................... 32
表3-4 各區樣本回收情形....................................................................... 33
表3-5 樣本數與母體之適合度檢定....................................................... 34
表3-6 樣本之行政區分佈....................................................................... 36
表3-7 樣本之年齡層分佈....................................................................... 36
表3-8 樣本之教育程度分佈................................................................... 37
表3-9 樣本之職業分佈........................................................................... 37
表3-10 樣本之職位分佈........................................................................... 38
表3-11 樣本之家庭月平均收入分佈....................................................... 38
表3-12 樣本之性別分佈........................................................................... 38
表3-13 樣本之婚姻狀況分佈表.............................................................. 39
表3-14 樣本之汽車廠牌分佈表.............................................................. 39
表4-1 產品屬性重要程度....................................................................... 43
表4-2 產品屬性滿意程度....................................................................... 45
表4-3 產品屬性之T 檢定結果.............................................................. 47

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3.	林靜儀（1993），「品牌國、生產地與廣告對大學生產品態度的影響」，國立政治大學國際貿易研究所未出版之碩士論文。
4.	張志桂（1990），「廣告訴求方式對消費者態度影響之研究」，中原大學企業管理研究所未出版之碩士論文。
5.	張春興（1992），張氏心理學辭典，修正版，台北：東華。
6.	游恆山編譯（1996），消費者行為心理學，台北：五南，譯自Brian Mullen & Craig Johnson。
7.	黃志文（1995），行銷管理，第2版，台北：華泰。
8.	黃俊英（1996），行銷研究：管理與技術，第5版，台北：華泰。
9.	楊宗威（1995），「態度對服務品質及滿意度的影響—以台灣南部地區超市為實證」，國立成功大學企業管理研究所未出版之碩士論文。
10.	蔡瑞宇（1996），顧客行為學，台北：天一。
11.	劉水深（1981），產品規劃與策略運用，台北。
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13.	魏啟林編譯（1988），行銷學精論，台北：華泰，譯自Philip Kotler。
 
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