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研究生:黃筠芃
研究生(外文):HUANG, YUN-PENG
論文名稱:消費者購買電動機車考量因素之研究
論文名稱(外文):A Study on Factors Influencing Consumers' Purchase of Electric Motorcycles
指導教授:陳建宏陳建宏引用關係
指導教授(外文):Dr. CHEN, CHIEN-HONG
口試委員:連志峰
口試委員(外文):LIAN, ZHI-FENG
口試日期:2024-06-19
學位類別:碩士
校院名稱:大漢技術學院
系所名稱:流通與行銷管理研究所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:250
中文關鍵詞:電動機車購買因素機能外觀價格服務品牌環保評價
外文關鍵詞:Electric MotorcyclesPurchase FactorsFunctionalityAppearancePriceServiceBrandEnvironmental FriendlinessReputation
相關次數:
  • 被引用被引用:0
  • 點閱點閱:18
  • 評分評分:
  • 下載下載:4
  • 收藏至我的研究室書目清單書目收藏:0
本研究旨在探討影響消費者購買電動機車的考量因素,採用先質後量之研究設計,透過深度訪談及量表問卷收集資料。
首先,再質性研究方面使用半結構式問卷進行訪談,訪談對象包括既有使用者及潛在消費者共6人,訪談資料經歸納出26項指標由機能、外觀、價格、服務、品牌、環保及評價七個因素組成。
在量化研究方面,將29項指標之重要性編製成量表,經網路問卷調查回收496份有效問卷,確認性因素分析(CFA)結果,本量表之整測量模式適配度佳,因素之組成信度和效度亦佳。七個因素重要性排序依序為機能、價格、服務、品牌、環保、評價及外觀。
本研究發現,消費者的收入水準顯著影響其對機能和品牌的重視程度;持有不同機車駕照類型的消費者在機能、價格及服務方面的考量有所差異;長期騎乘機車的消費者對機能、價格和服務有較高的期望;而新手騎士則更重視外觀設計;車輛使用強度也影響消費者對車輛機能、價格、服務及品牌的重視程度,以上皆為電動機車市場區隔之重要變項。
基於以上研究結果,本研究提出以下建議:製造商應針對不同收入水平和使用需求的消費者,提供多樣化的產品和價格策略;強化品牌建設和售後服務;注重產品的外觀設計和環保特性,並積極推廣綠色消費理念。本研究結果可供企業提升電動機車的市場競爭力,及作為政府制定政策之參考。

This study aims to explore the factors influencing consumers' purchase of electric motorcycles through a mixed-methods design, employing both qualitative and quantitative approaches. Initially, semi-structured interviews were conducted in the qualitative phase, involving six participants, including both current users and potential consumers. From the interview data, 26 indicators were identified and categorized into seven factors: functionality, appearance, price, service, brand, environmental friendliness, and reputation.
In the quantitative phase, a scale measuring the importance of the 29 indicators was developed and distributed via an online questionnaire, yielding 496 valid responses. Confirmatory Factor Analysis (CFA) indicated that the overall measurement model had good fit, with high reliability and validity of the factor structure. The importance ranking of the seven factors was as follows: functionality, price, service, brand, environmental friendliness, reputation, and appearance.
The study found that consumers' income levels significantly influenced their emphasis on functionality and brand. Consumers with different types of motorcycle licenses had varying considerations regarding functionality, price, and service. Long-term motorcycle riders had higher expectations for functionality, price, and service, while novice riders placed more importance on appearance design. The intensity of vehicle usage also impacted consumers' emphasis on functionality, price, service, and brand. These factors are crucial for market segmentation in the electric motorcycle industry.
Based on the findings, the study suggests that manufacturers should offer diverse products and pricing strategies tailored to consumers with different income levels and usage needs. Enhancing brand building and after-sales service, focusing on product design and environmental features, and actively promoting green consumption concepts are recommended. These results can help companies improve the market competitiveness of electric motorcycles and serve as a reference for government policy-making.

謝 誌-------------------------I
中文提要 ----------------------III
英文提要 ----------------------V
目 次------------------------VII
圖 次------------------------IX
表 次------------------------XI
第一章 緒論--------------------1
第一節 研究背景與動機-----------1
第二節 研究目的 --------------5
第三節 研究對象 --------------5
第四節 研究流程 --------------5
第二章 文獻探討 --------------7
第一節 電動機車定義 ------7
第二節 電動機車產業演進 ------7
第三節 電動機車電池演進 ------12
第四節 智慧化電動機車 ------14
第五節 消費者行為 ------15
第六節 購買意願 --------------17
第七節 電動機車購買因素 ------18
第三章 研究方法 --------------25
第一節 質性研究 --------------25
第二節 深度訪談法---------------25
第三節 訪談大綱及訪談對象 ------26
第四節 量化研究 --------------30
第四章 質性資料分析-------------35
第一節 逐字稿歸納整理-----------35
第二節 因素及指標---------------36
第三節 分析者間信度分析---------42
第五章 量化資料分析------------45
第一節 研究對象描述------------48
第二節 因素分析 --------------53
第三節 消費者購買電動機車因素重要性分析------56
第四節 消費者購買電動機車因素指標重要性分析 ------57
第五節 基本變項對消費者購買電動機車因素差異分析------59
第六章 結論與建議----------------129
第一節 研究結論------------------129
第二節 研究建議------------------135
第三節 研究限制------------------140
參考文獻 ------------------------141
附錄一 訪談內容-完整逐字稿------155
附錄二 訪談內容因素、指標摘要敘述及受訪者語錄分類歸納---195
附錄三 訪談內容分類歸納後統計題及次數------225

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