影響台灣消費者購車意願之關鍵因素研究

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/51220

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/51220

Title:	影響台灣消費者購車意願之關鍵因素研究 A Study on Key Factors Affecting Taiwanese Consumers Willingness to Buy Cars
Authors:	周秉軒
Contributors:	國際貿易學系
Keywords:	知覺品質知覺價值品牌形象購買意願本國中心主義 Perceived Quality Perceived Value Brand Image Purchase Intention Ethnocentrism
Date:	2021
Issue Date:	2023-03-01 10:08:36 (UTC+8)
Abstract:	隨著汽車產業競爭激烈及科技迅速的發展，汽車的許多因素皆被消費者重視，又因生活水準的提升與經濟條件的改善，購車的年齡層有下降的趨勢，年輕人會對汽車產品感到興趣，並取得駕照。即使目前受限於經濟能力而尚未購車，他們也是未來購買汽車的潛在消費者。因此對於台灣消費者在選購汽車時，有關知覺品質、科技配備、品牌形象等關鍵因素的探討研究，仍需與時俱進更新，尤其對於年輕人選購汽車意願的研究。因此本研究主要目的，在於瞭解台灣消費者選購汽車時的關鍵影響因素為何。此外，本研究假設消費者在選購汽車時，亦會考量經濟成本，而進口車在政府課稅及保養維修成本上相對較昂貴。因此本研究假設，愈重視經濟實惠及愈具本國中心主義的消費者，對於國產車的購買意願愈高。本研究結果發現，愈重視內外觀設計與品牌形象的消費者，對於進口車愈有正向的購買意願；消費者愈重視經濟實惠及具有本國中心主義，對於國產車愈有正向的購買意願。本研究成果可供產官學界參考。 With the fierce competition in the auto industry and the rapid development of science and technology, many factors of automobiles have been valued by consumers, and due to the improvement of living standards and the improvement of economic conditions, the age group buying cars has a downward trend. Young people will feel that auto products Interest and obtain a driver’s license. Even if they have not yet purchased a car because of their financial capacity, they are also potential consumers who will buy a car in the future. For Taiwanese consumers, there are still some key factors that have not been updated with the times when they buy cars. In particular, there is a lack of research on young people’s willingness to buy cars. Therefore, one of the main purposes of this research is to understand Taiwan. What are the key influencing factors when young consumers buy cars? In addition, this research assumes that consumers will also consider economic costs when buying cars. The government also imposes higher excise taxes on cars with higher displacements. Therefore, car owners will have to bear the burden every year after delivery. Fuel tax and license tax are also higher. Cars with better quality performance or brand image are also relatively expensive in terms of maintenance and repair costs. Therefore, this research hypothesizes the key factors that affect young Taiwanese consumers when buying cars. Finally, this research assumes that the more national-centric consumers, the higher the willingness to buy domestic cars.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

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