汽車特性對汽車銷售量的影響

Abstract

目前環保意識抬頭，開始有了替代能源汽車出現，在台灣地區除了台北市地區有較完善的大眾運輸之外，其他地區主要還是以私人運具為主，根據統計資料可以看到國內汽車持有數逐年上升，一般汽車的持有數量居高不下，而環保車的數量卻緩慢地成長，因此本研究將針對汽車銷售量進行分析，探討在近三年當中不同汽車車款對於汽車銷售量的影響，想了解在這些不同汽車車款當中是哪些汽車特性顯著影響汽車銷售量，希望透過此研究將購買一般車之消費者轉移至購買環保車。本研究將利用迴歸方法分析影響汽車銷售量的汽車特性以及利用問卷分析影響汽車銷售量的顯著變數。在研究一當中，本研究利用迴歸分析方法，分析一般車款以及油電混合車兩種不同汽車車款當中，透過模式客觀的校估出顯著影響銷售量的汽車特性。結果顯示，除了一般大家認為會顯著影響銷售量的價錢之外，還有國產/進口車、油耗這些汽車本身的特性以及安全氣囊、電子煞車力道輔助系統等汽車配備也會顯著對汽車銷售量造成影響。在研究二當中，本研究針對研究一的顯著變數進行問卷分析，透過問卷分析消費者主觀對汽車特性/配備認知的感受，在消費者主觀感受的分析上，從研究之結果上可以看到在油耗、揚聲器、後座電動調整、前方駐車雷達、安全氣囊、國產/進口車、電子煞車力道輔助系統這幾個特性/配備對於消費者來說是有顯著的認知差異。另外也針對這些特性讓消費者去選擇當他們購車時的優先順序，結果發現消費者在選購汽車時大多會優先考慮價錢，接著注重於安全氣囊等的汽車特性或是配備。最後，本研究也將根據上述的結果提出管理意涵、後續提供給汽車車商以及後續研究之建議。

The rising of environmental awareness, in addition to areas outside of a better public transport in Taipei, and other areas with mainly dominated by private transport in Taiwan. According to the statistics data, you can see the number of vehicles holdings increased year by year. Number of holding gas vehicles remain high, while the number of environmental hybrid vehicles have grown slowly. So this study conduct analysis of vehicle sales, in the last three years among explore different models of vehicle impact vehicle sales, we would like to know in which of these different models of vehicle characteristics significantly influence which vehicle sales, and we hope that we can use this study which consumers will buy general vehicle shift to buy environmental friendly vehicles. The study will analyze the vehicle characteristics, which affect of vehicle sales and we use questionnaires to analysis significant variables that affect the vehicle sales. In study 1, we use regression analysis to analysis the significant variables affect sales of vehicles in two different model. The results show that in addition to general we think significantly affect the sales price, there are domestic or import vehicles, displacement, fuel consumption of these vehicles own characteristics as well as airbags, parking assist image, Descent and other vehicle spare also significant impact on vehicles sales. In Study 2, in the study we use significant variable in study 1 that we allow consumers to assess the characteristics of these vehicles, or vehicles equipped belong hedonic or utilitarian characteristics. The results show that these characteristics, consumer believe that most of the variables for the utilitarian characteristics. In addition to consumers, also allow to choose the priorities when they purchase. The results that consumers in the purchase of vehicles most will give priority to the price then pay attention to airbags and other vehicle characteristics. Finally, the study also suggests that the management implications of the above results, the follow-up to the recommendations of vehicle suppliers and subsequent research.