近年來，由於社會變遷、女性的自主權提高、教育水準提升、以及雙薪家庭的增加，因此，影響兩性之間對於性別角色的態度，進而影響夫妻之間對於家庭購買的決策行為。 汽車的購買行為，屬於高涉入的消費者行為，每一決策的環結都是構成汽車行銷策略的關鍵。以往一直予以汽車購買為丈夫的主導權的刻版印象，在現今，由於現代夫妻之間角色的變化，藉由夫妻之間對於性別角色態度的看法，透過現代化家庭結構及傳統家庭結構的夫妻汽車購買決策行為，進而探討行銷策略的應對，並藉由台灣市場房車系列的行銷策略，與本研究的調查結果作一探討，以提供給予未來汽車業者汽車行銷策略之方針。 本研究針對已婚夫妻的購車決策行為作一便利抽樣，研究結果發現：一、夫妻之間對於家庭的財務貢獻度及雙方的教育背景並不影響性別角色的態度二、不同性別角色態度的家庭結構中並不影響購車決策的行為；三、行銷人員可利用家庭人口變數?年齡作一區隔，針對不同的目標市場，作一市場定位及不同的「行銷組合方案」等行銷手法。 Recently, due to the changing of social trends, the rising of rights for the females and the increasing of the dual-earner families, the changes may affect the viewpoints of the sex-role orientation between husbands and wives through the process of family purchase decision making. In the existed studies of automobile purchase behaviors, it shows that the automobile purchase behavior is high involvement purchase behavior. Each point from the process of automobile purchase decision making by married couples is the key for the marketing strategies. In the past, most of the husbands are the leading roles in their families. However, the changing roles played by wives and husbands have been shown to shift over stages of automobile purchase decision-making lately. This research would be investigated by married couples and compare the findings with the real marketing case studies. Also, the findings would give marketers new policies while conducting marketing strategies. This research has been investigated by married couples with convenience sampling. The findings display that comparative resources don’t have a significant influence on Taiwanese families, higher education or higher financial contribution don’t affect wives’ position in their families. In addition, there is no difference in different sex-role orientation attitudes in modern families or traditional families towards automobile purchase decision making. Finally, the conclusion provides that marketers choose different market target groups base on the demographic variables from market segmentation theory. Also, marketers use different marketing mix in different marketing segmentation.
