| Abstract: | 本研究欲找出消費者購買高級房車的因素，並將這些資訊提供給相關產業與機構，使人們知道消費者購買高級房車的動機與心態，同時也將相關資訊給予進口高級房車業者，透過這些資訊來幫助其銷售，以刺激台灣經濟的消費。為了達到研究目的，研究者先收集相關文獻加以了解與探討，訂定消費者購買高級房車之相關因素，做為研究理論基礎及編制量表之依據，接著以購買跑車的顧客族群為研究對象，並以問卷調查法為研究方法。本研究透過背景變項探討「價格與服務」、「車輛性能」、「社會認同」因素，並以SPSS統計軟體為分析工具，採用描述性統計、因素分析、信度分析、單因子變異數分析來探討背景變項與各因素之間的顯著性，以瞭解那些因素將會影響到消費者的購買行為。研究者採取隨機抽樣發放紙本問卷給與購買跑車的顧客族群填寫，總計樣本共有200份，其中174為有效問卷，26份為無效問卷，其中男性佔63%，女性佔37%。從這些樣本的研究數據瞭解，「耗油量」、「售後服務」、「車的結構安全」、「功能性是否便利」、「車的舒適性」、「能夠象徵身分地位」與「能獲得成就感」這些因子，將會對消費者購買進口高級房車產生影響性；而根據SPSS統計軟體分析研究數據，得知不同婚姻狀況的族群與「價格與服務」有顯著性、不同駕駛年資的族群與「價格與服務」有顯著性」、不同職業的族群與「車輛性能」有顯著性、不同婚姻狀況的族群與「社會認同」有顯著性，以及不同駕駛年資的族群與「社會認同」有顯著性。
This study tends to find out the factors in consumers purchasing luxury vehicles for relevant industries and organizations understanding consumers’ motivation and attitudes towards luxury vehicle purchase and for assisting luxury vehicle importers in the sales to promote the economic growth in Taiwan. To achieve the objectives, relevant literature is first collected for understanding and discussions, the factors in consumers purchasing luxury vehicles are set for the research theory bases and the organization of scales, and questionnaire survey is then applied to studying the customer group of sports cars. Background variables are used for discussing the factors of Price and Service, Roadworthiness, and Social Identity; and, descriptive statistics, factor analysis, reliability analysis, and one way analysis of variance are utilized for discussing the significance between background variables and factors so as to understand the effects on consumers’ purchase behaviors. Total 200 copies of questionnaire are randomly distributed to the customer group of sports cars, in which 174 copies are valid and 26 invalid, and 63% are males and 37% females. From the research data, Fuel Consumption, After-sales Service, Structure Safety, Functionality Convenience, Vehicle Comfort, Symbol of Personal Status, and Sense of Accomplishment would affect consumers purchasing imported luxury vehicles. The SPSS data show the significance between marital status, number of years driving and Price and Service, between occupation and Roadworthiness, and between marital status, number of years driving and Social Identity. |
