柴油車購買行為意向之研究

Abstract

台灣自2004年重新開放柴油車以後，消費者有更環保省油的選擇，故開放後銷售量呈數倍成長，顯示台灣柴油車市場極具發展潛力。國內外對於研究柴油車購買行為意向之相關文獻非常稀少，故本研究擬針對消費者購買柴油車行為意向的影響因子進行分析研究，提出有效刺激消費者購買柴油車之策略與建議。 本研究以計劃行為理論為基礎，參考相關文獻後，加入「產品特性」與「知覺風險」兩構面，建立研究架構。因傳統的平均數及標準差分析，其平均數分布結果趨於一致，無法看出受試者同意的程度為何，故本研究採用Rasch Model做為資料分析工具；接著再使用迴歸分析與變異數分析，找出各構面對消費者購買柴油車之影響程度為何。問卷調查對象為知名BBS站PTT之汽車板、歐洲汽車板之板友與2010年「台北新車大展」之參觀民眾，進行問卷調查，共回收1009份有效問卷。 本研究是第一篇以Rasch模式探討消費者購買柴油車之研究。研究架構經過迴歸分析結果顯示，各項假設均成立，且R2值高達51.2％。從Rasch Model分析結果發現，各構面影響消費者購買之主要因素，由行為意向面得知，消費者普遍有購買柴油車之意願；產品特性面得知，相對於品牌消費者較重視安全性與省油程度；態度面得知，消費者認同柴油車是節能且環保的，表示台灣民眾環保意識抬頭；主觀規範面得知，親友普遍認同柴油車，表示柴油車在各方面表現皆相當優異。民眾購買預算在60~100萬左右，因此廠商可多推出100萬以下的柴油車，吸引消費者購買柴油車，提升柴油車的市場佔有率；政府可多推廣環境保護觀念，加強民眾環保意識，提高民眾購買意願。與南韓Lee（2009）文獻比較，顯示台灣影響消費者購買柴油車之最主要因素為環保因素，而南韓為操作成本，表示台灣民眾與南韓民眾購買因素不大相同。本研究結果可提供為政府與汽車相關產業，做為未來政策或行銷策略之參考依據。

When Taiwan government canceled the limitation of diesel cars and allowed it to import and sell in 2004, the annual sale volumes of the diesel cars in Taiwan grew times than before. The researches for purchasing of diesel cars are very rare. This paper attempts to study the factors which influence the behavior intention of purchasing diesel cars. In this study, we design the questionnaire based on the Theory of Planning Behavior. After referencing to the literature, we added two dimensions, “Product Quality” and “Perceived Risk”, to the research structure. Rasch model can present important factors from different clusters of samples. By using regression and ANOVA, this study explored the influence extent of the consumers’ intention to purchasing diesel cars in different aspects. The study survey was conducted in the BBS (PTT) and the visitors to 20th Taipei INT’L Auto Show 2010 during December, 2009. The effective sample size is 1009. This study is the first study that analyzes the consumers’ behavior of purchasing diesel cars by Rasch model. The results of regression analysis support all the assumptions, and the R2 is as high as 51.2%. The results from the Rasch model analysis indicate that “Behavioral Intention” is that the consumers generally have the willingness to buy diesel cars. “Product Quality” said that, safety and fuel-efficient are more important than the brand. “Attitude” said that consumers agree that the diesel cars are energy saving and environment protecting. “Subjective Norms” was informed that relatives generally agree diesel cars. The purchasing budget of consumers are 600 thousand to one million NT dollars, so the companies could launch cheaper diesel cars. The government could popularize more environmental protection concepts to increase the consumers’ purchasing intentions. The most important factor that affects consumers' behaviors of purchasing diesel cars in Taiwan is environmental factor, and it is different from the result mentioned in Lee (2009) that consumers in South Korea take the operating costs as the key factor. This study may provide reference on marketing for the government and automobile-related industry as a future policy or strategy.