探討台灣油電混合車使用者的購買動機- 以Prius為例 ; The case study of purchase motivation of hybrid vehicles in Taiwan: sampling TOYOTA Prius

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Title:	探討台灣油電混合車使用者的購買動機- 以Prius為例;The case study of purchase motivation of hybrid vehicles in Taiwan: sampling TOYOTA Prius
Authors:	翁偉庭;Wei-ting Weng
Contributors:	企業管理研究所
Keywords:	油電混合車;深度訪談法;hybrid vehicle;deep-interview method
Date:	2010-06-29
Issue Date:	2010-12-08 14:47:25 (UTC+8)
Publisher:	國立中央大學
Abstract:	全球電動車市場受到了2008年油價飆高的影響、全球環保意識的抬頭、政府政策、車廠科技技術的創新而受到矚目，而本研究旨在探討油電混合車的購買者對於採用油電混合車作為代步工具的購買因素，根據現有車主的觀點，來分析油電混合車在台灣發展的可能性。由於台灣目前上市的油電混合車只有和泰汽車所引進Prius，因此，本研究採深度訪談法，並自台灣油電車家族討論區Prius club(網址：http://priusclub.tw/index.php)徵求訪談，最後徵求到六名受訪者進行訪談。經過訪談之後，將訪談結果謄寫成逐字稿，並透過歸納的方式整理出研究結果。而研究結果發現，受訪者在購買油電混合車之前，首先考量的因素是購車預算，大約設定在新台幣100-150萬之間，大多比較此一價格區間的車款，且認為目前Prius並無其他合適的比較車款，因此並不會參考其他相同排氣量的汽油車，其次的購買動機分別是：省油性及維修成本低廉、愉悅的科技體驗、安全的防護配備。此外，建議原廠可加入獨特性、經濟的保養費用、高妥善率的品質及用心的售後服務等訴求，而這些受訪者也一致認為，他們購車前後的認知是一致的，並且認為油電混合車在台灣普及的可能性將指日可待。 Global electrical-powered vehicles were highlighted by factors such as high oil prices in 2008, the emphasis on global environment protection. Government policies, the innovation on vehicle technology, our research aim to research the purchase factors why consumers chose the hybrid vehicles for their daily transportation, and analyze the development of hybrid vehicles in Taiwan based on the point of view of cars’ owners. Because the one and only hybrid vehicle available in Taiwan was the prius imported by Ho-Tai TOYOTA, thus, our research applied the in-depth interview method, and recruit for interviews from the prius club fourm(website: http://priusclub.tw/index.php) and there are six people participated. After the interview, we typed the interview results into text records, and achieved the research result through data analysis. The research results showed that the first factor why interviewers buy hybrid vehicles is the budget; which is ranged from 1 to1.5 million NT dollars. Interviewers prior the cars in this range. Since there are no other suitable models such as prius, so they don’t have other opportunities. Secondly, the purchase motivations are as follow: low oil-consumption and low repairment cost, cheerful technology experience, and safety protection equipment. Besides, we suggest that manufactures could add unique innovations, affordable maintainance expenses, and high quality products and services. And all the interviewers agree on their cognitive are the same after they purchased their priuses. They also look forward to the fast grow of hybrid vehicles in Taiwan.
Appears in Collections:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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