标题: | 柴油车购买行为意向之研究 Diesel Car Purchasing Behavior Intention Analysis |
作者: | 施程鸿 Shi, Cheng-Hong 韩复华 Han, Anthony Fu-Wha 运输与物流管理学系 |
关键字: | 柴油汽车;产品特性;Rasch Model;计划行为理论;Diesel cars;Product Characteristics;Rasch Model;Theory of Planning Behavior |
公开日期: | 2009 |
摘要: | 台湾自2004年重新开放柴油车以后,消费者有更环保省油的选择,故开放后销售量呈数倍成长,显示台湾柴油车市场极具发展潜力。国内外对于研究柴油车购买行为意向之相关文献非常稀少,故本研究拟针对消费者购买柴油车行为意向的影响因子进行分析研究,提出有效刺激消费者购买柴油车之策略与建议。 本研究以计划行为理论为基础,参考相关文献后,加入“产品特性”与“知觉风险”两构面,建立研究架构。因传统的平均数及标准差分析,其平均数分布结果趋于一致,无法看出受试者同意的程度为何,故本研究采用Rasch Model做为资料分析工具;接着再使用回归分析与变异数分析,找出各构面对消费者购买柴油车之影响程度为何。问卷调查对象为知名BBS站PTT之汽车板、欧洲汽车板之板友与2010年“台北新车大展”之参观民众,进行问卷调查,共回收1009份有效问卷。 本研究是第一篇以Rasch模式探讨消费者购买柴油车之研究。研究架构经过回归分析结果显示,各项假设均成立,且R2值高达51.2%。从Rasch Model分析结果发现,各构面影响消费者购买之主要因素,由行为意向面得知,消费者普遍有购买柴油车之意愿;产品特性面得知,相对于品牌消费者较重视安全性与省油程度;态度面得知,消费者认同柴油车是节能且环保的,表示台湾民众环保意识抬头;主观规范面得知,亲友普遍认同柴油车,表示柴油车在各方面表现皆相当优异。民众购买预算在60~100万左右,因此厂商可多推出100万以下的柴油车,吸引消费者购买柴油车,提升柴油車的市场占有率;政府可多推广环境保护观念,加强民众环保意识,提高民众购买意愿。与南韩Lee(2009)文献比较,显示台湾影响消费者购买柴油车之最主要因素为环保因素,而南韩为操作成本,表示台湾民众与南韩民众购买因素不大相同。本研究结果可提供为政府与汽車相关产业,做为未来政策或行销策略之參考依据。 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. |
URI: | http://140.113.39.130/cdrfb3/record/nctu/#GT079732528 http://hdl.handle.net/11536/45396 |
显示于类别: | Thesis |