國產休旅車消費者購買行為及其市場區隔之研究---以北部地區居民為例

Abstract

鑑於我國平均每人國民所得已逾壹萬貳仟多美元，以及政府與民營企業開始實施隔週休兩日制度後，促使國人仿效歐美先進國家注重生活品質，假期規劃休閒旅遊蔚為一股風潮，而休旅車因為比其他車種更有市場新鮮度、內裝豪華、動力性能、車室空間、配備豐富等特性，隨著國人生活態度和休閒觀念的盛行，在各種車型中成為最具潛力的產品。然而，關於消費者對於休旅車消費行為的研究卻不多見，本研究就是希望透過休旅車之消費行為，瞭解消費者在評估休旅車時會注重哪些產品屬性。此外，從不同消費群體的角度去探討對產品偏好上的差異，希望有助於車商在擬定其行銷策略之參考。 本研究以EKB模式作為本研究之架構，以AIO生活型態變數作為市場區隔的基礎，以休旅車產品屬性與人口統計變數作為投入變數，透過消費實態變數作為消費行為之描述，將休旅車市場區隔化。本研究範圍所探討的休旅車僅限於七家國產車製造廠，研究對象為北部地區居民且目前已擁有休旅車之消費者，以民國九十一年十二月台北市世貿中心風雲名車展的參觀民眾為抽樣對象進行調查。 研究結果顯示，休旅車消費者可透過生活型態變數作有效的市場區隔，分為「自由自在型」、「品牌衝動型」、「理性自主型」，各區隔市場消費者除了在消費實態變數之更換次數上無顯著差異外，其餘在人口統計變數與購買動機、資訊來源、產品屬性評估準則及消費實態變數上皆有顯著差異。

Due to the fact that the National Income has increased to over USD$12000 and the implementation of five-working-day policy, the citizens in Northern Part of Taiwan begin to imitate the "quality living" and vacation planning has recently become a trend. There are a number of reasons for the booming recreation vehicle (RV) market, but mostly it has to do with the changing citizens living & leisure style. Moreover, recreation vehicle has powerful drive, luxury and larger inside, rich accessories, and great feasibility. RV has been boom and becomes a vehicle with greatest potential in automotive market. However there is little research concerning Consumer Behavior towards RV at present; therefore the purpose of this research is to understand which product attributes RV consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help companies form their marketing strategy. In this research, the EKB model is used as a conceptual framework, and the AIO lifestyle variable is used as a basis of market segmentation. RV product attributes and demographic factors are used as independent variables. Consumption reality variables describe the behavior of consumers. This research discusses only seven domestic-produced automobile manufacturer. The sample is drawn from the residents of northern part of Taiwan who possess RV. And the sampling frame is the visitors to the Car Exhibition in Taipei World Trade Center during December, 2002. The study finds: RV consumers can be successfully segmented by lifestyle variable, such as “Care Free Buyer”, ”Brand-Impulsive Buyer”, ”Rational Independent Buyer”. Among the three market segments, car replacement variables are not significant predictions of product choice. Of much more significance are demographic variables, purchase motive variables, information search, product attributes evaluation criteria, and consumption reality variables.