臺灣博碩士論文加值系統

消費者在選購一部新車，從想要買車的動機、車輛資訊的蒐集，直到最終購車的決策過程中，牽涉許多的環節，而每一環節均為汽車廠商加強消費者，對於本身產品印象的切入點。因此，探知消費者的整體購車決策過程，以充分對應、滿足消費者的需求，即成為廠商能否獲利的關鍵之所在。
本研究論文之問卷對象為購買Toyota, Mitsubishi, Nissan, Ford and Mazda新車之車主，總共發出2,000份問卷，回收後篩選有效問卷為1,494份，並利用SPSS 13.0版及AMOS 5.0結構方程模式軟體進行資料統計分析工作，本研究主要的發現為：(1)整體而言，綜合各項指標的判斷，本研究理論模式的整體模式適配度良好；(2)車主在服務品質部分，對可靠性評價最高，關懷性評價最低。在關係品質部分，對承諾的評價最高，對滿意度的評價最低。在品牌權益部分，對知覺品質評價最低，品牌形象評價最高。

A consumers purchase a new car involving many parts, from motive, information gathering to purchase decision process, which is an entry point that carmakers want to impress their producte on consumers. Thus, to detect the whole car purchase decession process of the consumers to satisfy consumers’ need become a key wether the carmaker can make profits.
The respondents of this thesis are new buyers of Toyota, Mitsubishi, Nissan, Ford and Mazda. We have sented 2,000 questionnaires and the amount of availability is 1,494. After we use SPSS 13.0 version and AMOS 5.0 version to analyse the data, we find as follows: (1) On the whole, according to every indicator, the whole model of this theory model concepts well; (2) In terms of service quality, we know that car owners make a good score on reliability and bad on empathy. In terms of relationship quality, car owners rate the hightest on commitment and the lowest on satisfacation. In terms of brand equity, the hightest is brand image and the lowest is perceived quality.

目錄
頁次
誌　謝 ii
中文摘要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節　研究背景 1
第二節　研究動機 2
第三節　研究目的 4
第四節　研究範圍 5
第五節　研究流程 7
第二章 臺灣汽車產業分析 11
第一節　政府政策 11
第二節　產業發展 13
第三節　廠商動態 15
第四節　競爭情勢 17
第五節　景氣分析 19
第三章 文獻探討 21
第一節　服務品質 21
第二節　關係品質 28
第三節　品牌權益 35
第四節　消費者行為 46
第五節　各構念間之關係 51
第四章 研究方法 55
第一節　研究架構 55
第二節　研究變數與操作性定義 55
第三節　資料分析方法 61
第四節　抽樣設計 62
第五節　研究設計 63

頁次
第五章 資料分析 66
第一節　敘述性統計分析 66
第二節　信度分析 71
第三節　效度分析 75
第四節　多變量變異數分析 81
第五節　全體樣本結構方程模式分析 89
第六章 結論與建議 98
第一節　研究結論 98
第二節　管理意涵 100
第三節　研究貢獻 102
第四節　研究限制 103
第五節　後續研究建議 104
參考文獻 106
附錄、問卷 115

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