臺灣博碩士論文加值系統

隨著市場貿易自由化的情況下，國人對於汽車品牌、種類等都有更多元的選擇，且由於國際油價的攀升以及全球暖化的問題出現，對汽車的購買問題逐漸受到國人的重視，刺激了新能源車輛的需求市場。本研究將針對汽車消費者市場進行研究探討，觀察的不同生活型態對消費者購買汽車意願會產生什麼影響。

本研究以汽車消費者作為研究對象，採問卷調查法來蒐集資料。研究架構採用EBM模型，以生活型態變數及人口統計變數進行市場分隔，分析汽車消費者的消費行為，得出各個市場區隔的消費特性和特徵。本研究以SPSS進行統計分析，採用因素分析、卡方檢定、集群分析、變異數分析等統計方法來分析樣本資料。

研究結果顯示，可以透過生活型態來有效區隔汽車消費者市場，各區隔市場在性別、職業、資訊來源、產品屬性評估準則以及汽車來源方面有顯著差異。最後，根據研究結果，提出針對不同市場區隔的行銷建議，以供汽車業者未來在選定目標市場以及擬定行銷策略時參考。

With the trade liberalization, people have more choices for the brand or types of automobiles. Besides, people are pay attention to the fuel cost and emissions of automobiles because of the raise of international gasoline prices and global warming problems. This phenomenon stimulates the demand for alternative fuel vehicles market. This study investigate automobile consumption market, and find different life style would segment what kind effect for consumers.

This study uses consumers of automobiles as research objects and uses questionnaire to collect data. The EBM model is used as a conceptual framework; ind addition, the lifestyle and demographics variables are used as a basic for market segmentation. After analyzing the purchasing behavior of car buyers, we describe the characteristics for each segment. This study uses SPSS statistical analysis and all data analyzed with factor analysis, Chi-square test, cluster analysis, ANOVA analysis.

The results showed that consumers of automobiles could be effectively segmented by lifestyle variables. Among the three segments of consumers, gender, occupation, sources of information, product properties and sources of automobiles all are manifested significantly predictions of product choice. Finally, according to the results of study, marketing strategy is proposed for the three different segments.

第一章 緒論 1
1.1研究背景及動機 1
1.2研究目的 2
1.3研究對象及範圍 3
1.4研究步驟 4
第二章 理論及文獻探討 5
2.1汽車定義與產品介紹 5
2.1.1汽車定義 5
2.1.2 汽車分類 5
2.1.3台灣汽車市場 9
2.2產品屬性理論 10
2.2.1產品定義 10
2.2.2汽車產品屬性 10
2.3消費者行為理論 11
2.3.1消費者行為 11
2.3.2消費者行為模式 12
2.4生活型態理論 14
2.4.1生活型態的定義 14
2.4.2生活型態的特點 15
2.4.3生活型態對消費者決策的影響 15
2.4.4生活型態的衡量方式 15
2.5市場區隔理論 17
2.5.1市場區隔之定義 17
2.5.2市場區隔之變數 17
2.5.3市場區隔之步驟程序 17
第三章 研究方法 19
3.1 研究架構與研究變數 19
3.1.1 研究架構 19
3.1.2研究變數 20
3.2研究假設 22
3.3問卷設計 24
3.4抽樣設計 27
3.5資料處理與分析方法 30
3.6信度與效度分析 31
3.6.1信度分析 31
3.6.2效度分析 33
第四章 資料分析 35
4.1汽車消費者的生活型態分析 35
4.1.1汽車消費者生活型態因素分析 35
4.1.2集群分析 39
4.1.3區別分析 40
4.1.4 各集群在生活型態上之差異分析 41
4.2 各市場區隔隔在人口統計變數之差異分析 42
4.2.1 各市場區隔在性別上之差異分析 42
4.2.2 各市場區隔在年齡上之差異分析 43
4.2.3 各市場區隔在教育程度之差異分析 44
4.2.4 各市場區隔在職業之差異分析 45
4.2.5 各市場區隔在婚姻狀況之差異分析 46
4.2.6 各市場區隔在個人月收入之差異分析 47
4.3 各市場區隔在購買動機之差異分析 48
4.4 各市場區隔在資訊尋求之分析 49
4.5 各市場區隔在產品屬性變數之差異分析 50
4.5.1 產品屬性之因素分析 50
4.5.2 各集群在產品屬性上之差異分析 52
4.6 各市場區隔在消費實態變數之差異分析 54
4.6.1 各市場區隔在汽車來源之差異分析 54
4.6.2 各市場區隔在汽車種類之差異分析 55
4.7 市場區隔分析總結 56
第五章 結論與建議 58
5.1 研究結論 58
5.2 行銷建議 62
5.3研究限制及後續研究建議 64
參考文獻 65
附錄-問卷調查表 69

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三、 網路參考資料
1. ME Mechanical http://me-mechanicalengineering.com/
2. 工研院 https://www.itri.org.tw/chi/
3. 日經中文網 http://zh.cn.nikkei.com/
4. 台灣車輛工業同業工會 http://.ttvma.org.tw/
5. 美國國家公路交通安全管理局 http://www.nhtsa.gov/
6. 經濟部能源局 http://www.moeaboe.gov.tw/