臺灣博碩士論文加值系統

近年來運動休閒風氣日益盛行，加上政府推動周休二日，一般民眾不只有更多的時間來從事休閒運動，且在休閒運動的選擇上又更多樣化。隨著大型重型機車的開放，消費者購買大型重型機車做為休閒活動工具亦逐漸增多。使得以大型重型機車為主的相關活動崛起，機車運動與機車休閒成為新的休閒風潮與議題。
本研究探討品牌形象、產品屬性與生活型態對消費者購買行為之影響－以大型重型機車為例。採用問卷調查方式，總計發出300份問卷，回收有效問卷280份，問卷內容包括品牌形象、產品屬性、生活型態、消費者購買行為與受測者基本資料。以SPSS統計軟體做為研究工具，並以信度分析、效度分析、敘述性統計分析、相關分析、差異性分析與Logistic迴歸分析進行統計分析。
研究結果發現：大型重型機車的消費者主要以性別為男性、年齡為30-39歲、教育程度為大專院校、月所得為3-5萬元、職業為工商服務業與居住地區為北部地區為主。大型重型機車的消費者購買行為主要以動機為休閒娛樂、資訊來源為網際網路資訊、品牌為日系品牌、價格為三十萬以下與功能為街車類為主。不同的消費者購買行為對品牌形象、產品屬性與生活型態有顯著差異。

In recent years the growing popularity of movement leisure atmosphere, coupled with the Government to promote two-day weekend, the general public not only more time to engage in leisure movement, and the choice of leisure movement and more diverse. With the opening of huge heavy motorbikes, consumers to buy huge heavy motorbikes as a tool for leisure activities are gradually increased. Making based on huge heavy motorbikes related activities rise, motorcycle sports and motorcycle leisure as a new leisure trend and issues.
The purpose of this study is to investigate brand image, product attributes and lifestyle on consumers' purchasing behavior－the case of huge heavy motorbikes. Through the questionnaire survey, while 300 questionnaires were given, 280 valid sample were returned, the questionnaires content including brand image, product attributes, lifestyle, consumers' purchasing behavior and personal information. The data were analyzed by reliability analyzsis, validity analyzsis, descriptive statistics analyzsis, correlation analysis, variance analyzsis and Logistic regression analyzsis with statistics software of SPSS.
The research conclusions are as follows: The main consumers of huge heavy motorbikes gender for male, age for 30-39, education level for university, monthly income for 3-5 million, occupation for industry and commerce service industry and residential areas for northern region based. The main consumers' purchasing behavior of huge heavy motorbikes motivation for leisure amusements, information sources for internet information, brand for japanese brand, price for below 300,000 and function for street vehicle based.Different consumers' purchasing behavior regarding brand image, product attributes and lifestyle had significant differences.

封面內頁
簽名頁
授權書iii
中文摘要iv
英文摘要v
誌謝vi
目錄vii
圖目錄ix
表目錄x

第一章 緒論1
1.1 研究背景與動機1
1.2 研究目的3
1.3 研究範圍與對象3
1.4 研究限制4
1.5 研究流程4
第二章 文獻探討
2.1 大型重型機車6
2.2 品牌形象11
2.3 產品屬性15
2.4 生活型態19
2.5 消費者購買行為25
2.6 各研究變數對消費者購買行為之關係29
第三章 研究方法35
3.1 研究架構35
3.2 研究假設36
3.3 問卷設計36
3.4 抽樣設計44
3.5 統計分析方法46
第四章 研究分析49
4.1 信度分析49
4.2 效度分析50
4.3 敘述性統計分析52
4.4 相關分析114
4.5 差異性分析119
4.6 Logistic迴歸分析159
第五章 結論與建議164
5.1 研究結論164
5.2 研究建議166
參考文獻169
附錄176

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