臺灣博碩士論文加值系統

就我國汽車市場而言，在2002年正式成為WTO的第144個會員國後，產業面臨著關稅降低、自製率取消、進口配額限制取消…等。相關的車商高達十數家；但其年銷售規模僅約在四十萬輛，汽車產品的激烈競爭可見一般。在此激烈競爭之際，產品除要有品質當後盾外，其市場行銷是最可琢磨的施力點。
本研究探討不同人格特質的消費者及價格知覺對顧客滿意、品牌轉換之間的關係，根據分析結果發現，(1)人格特質與顧客滿意具有顯著之正向影響。(2)價格知覺與顧客滿意具有顯著之正向影響。(3)人格特質與品牌轉換具有顯著之正向影響。(4)價格知覺與品牌轉換具有顯著之正向影響。(5)顧客滿意與品牌轉換具有顯著之反向影響。

In regard to the automobile market in Taiwan, after officially becoming the 144th member of the WTO in 2002, production faced lower custom tariffs, reduction in production rate, cancellation of limit to import quota, etc., therefore, the number of automotive related businesses rose to over 10 companies; however, the year’s rate of sales was at around 400 thousand vehicles. It is thus evident that the competition in automotives was sharp. In such a fiercely competitive market, products not only need to have a high level of quality, the marketing sales strategy is especially important.
This research probes into the different personality traits of consumers, price perceptions in relation to consumer satisfaction, and their relationship with the intention of consumers to switch to different brands. According to the results of analytical study, it was found that: (1) The personality traits of consumers positively influence customer satisfaction. (2) Price perceptions positively influence consumer satisfaction. (3) Personality traits positively influence brand switching. (4) Price perceptions positively influence brand switching. (5) Customer satisfaction negatively influences the brand switching of consumers.

CONTENTS
ABSTRACT IN CHINESE……………………………………………………i
ABSTRACT IN ENGLISH……………………………………………………ii
ACKNOWLEDGEMENTS……………………………………………………iii
CONTENTS……………………………………………………iv
LIST OF TABLES ……………………………………………………vi
LIST OF FIGURES ……………………………………………………viii
CHAPTER
I INTRODUCTION ……………………………………………………1
Research Background ……………………………………………………1
Research Motives……………………………………………………2
Research Objectives……………………………………………………3
Research Procedure……………………………………………………4
II LITERATURE REVIEW……………………………………………………5
Personality Traits……………………………………………………5
Price Perceptions……………………………………………………8
Customer Satisfaction……………………………………………………9
Brand Switching……………………………………………………11
III RESEARCH METHODOLOGY……………………………………………………13
Research Framework……………………………………………………13
Research Hypotheses……………………………………………………14
Measurement of Variables……………………………………………………15
Research Subjects……………………………………………………20
Data Collection……………………………………………………21
Method of Analysis……………………………………………………21
IV DATA ANALYSIS AND DISCUSSION……………………………………………………24
Descriptive Statistics……………………………………………………24
Reliability and Validity Analysis……………………………………………………27
Analysis of Variance……………………………………………………28
Results of Structural Equation Modeling……………………………………………………37
Research Findings……………………………………………………39
V CONCLUSIONS AND SUGGESTIONS……………………………………………………42
Conclusions of the Study……………………………………………………42
Managerial Implications and Suggestions……………………………………………………44
Research Limitations and Directions for Future Research……………………………………………………47
BIBLIOGRAPHY……………………………………………………49

APPENDIX 1……………………………………………………53


LIST OF TABLES
Table 1 Table of Change in Composition of Taiwanese Industries……………………………………………………1
Table 2 Taiwan Economic Growth Chart……………………………………………………2
Table 3 Personality Traits Reference Data……………………………………………………6
Table 4 Customer Satisfaction related research……………………………………………………10
Table 5 Distribution of Five Major Personality Traits Questions……………………………………………………16
Table 6 Distribution of Price Perceptions Questions……………………………………………………17
Table 7 Distribution of Customer Satisfaction Questions……………………………………………………17
Table 8 Distribution of Brand Switching Questions……………………………………………………18
Table 9 Questionnaires of Variables……………………………………………………18
Table 10 Distribution of Questions Among Constructs……………………………………………………20
Table 11 Questionnaire collection and responding list……………………………………………………24
Table 12 Gender Distribution of Research Sample……………………………………………………25
Table 13 Age Distribution of Research Sample……………………………………………………25
Table 14 Level of Education Distribution of Sample Group……………………………………………………25
Table 15 Occupation Distribution of Research Sample……………………………………………………25
Table 16 Monthly Income Distribution of Research Sample……………………………………………………25
Table 17 Marital Status Distribution of Research Sample……………………………………………………26
Table 18 Origin of Vehicles Distribution of Research Sample……………………………………………………26
Table 19 Distribution of Primary Motive of Purchasing Vehicle of Research Sample……………………………………………………26
Table 20 Distribution of Primary Source of Information for Purchasing Vehicle of the Research Sample……………………………………………………26
Table 21 Distribution of Length of Time Current Vehicle was Used of The Research Sample……………………………………………………27
Table 22 Vehicle Purchase Price Distribution of Research Sample……………………………………………………27
Table 23 Measure Reliability, and Reliability, and the Average of Extracted Variance……………………………………………………27
Table 24 Correlation Coefficient and Standard Error……………………………………………………28
Table 25 ANOVA for factor Sex……………………………………………………29
Table 26 ANOVA for factor Age……………………………………………………29
Table 27 ANOVA for factor Level of Education……………………………………………………29
Table 28 ANOVA for factor Occupation……………………………………………………30
Table 29 ANOVA for factor Monthly Income……………………………………………………30
Table 30 ANOVA for factor Marital Status……………………………………………………30
Table 31 ANOVA for factor Origin of Vehicle……………………………………………………31
Table 32 ANOVA for factor Leisure……………………………………………………31
Table 33 ANOVA for factor Job Necessity……………………………………………………31
Table 34 ANOVA for factor Time Management……………………………………………………31
Table 35 ANOVA for factor fashion trend……………………………………………………32
Table 36 ANOVA for factor Representation of Status……………………………………………………32
Table 37 ANOVA for factor Convenience……………………………………………………32
Table 38 ANOVA for factor Sales Event……………………………………………………33
Table 39 ANOVA for factor Influence of Others……………………………………………………33
Table 40 ANOVA for factor Other Motives……………………………………………………33
Table 41 ANOVA for factor Automotive Exhibition……………………………………………………34
Table 42 ANOVA for factor Friends and Family……………………………………………………34
Table 43 ANOVA for factor Marketing People……………………………………………………34
Table 44 ANOVA for factor Car Dealership……………………………………………………35
Table 45 ANOVA for factor Newspaper and Magazine Advertisement……………………………………………………35
Table 46 ANOVA for factor Internet……………………………………………………35
Table 47 ANOVA for factor Radio Advertisement……………………………………………………36
Table 48 ANOVA for factor Television Commercial……………………………………………………36
Table 49 ANOVA for factor Other Sources……………………………………………………36
Table 50 ANOVA for factor Length of Use of Vehicle……………………………………………………37
Table 51 ANOVA for factor Purchase Price of Vehicle……………………………………………………37
Table 52 Measures of the Best Fit Model……………………………………………………38
Table 53 Item Reliability, Construct Reliability, and Average Variance……………………………………………………40
Table 54 Standardized Factor Loading and Path Coefficients of the Best Fit Model……………………………………………………41
Table 55 Summary of Hypotheses Results……………………………………………………41

LIST OF FIGURES
Page
Figure 1 Total volume of motor vehicles selling in Taiwan……………………………………………………3
Figure 2 Research Procedure Flow Chart……………………………………………………4
Figure 3 Conceptual Framework……………………………………………………14
Figure 4 Number of Small Passenger Vehicle Licenses in Taiwan Cities and Counties……………………………………………………20
Figure 5 Correlation Coefficient of Measure Pattern and Construct……………………………………………………28
Figure 6 Best Fit Model……………………………………………………39

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