| 摘要: | 台灣汽車市場的發展與規模自2008雪崩式下滑到26萬台，歷經10年的恢復，終於在2018年達到了43.5萬台，總體市場雖然達到金融風暴前的市場規模，但仔細分析，發現市場的結構產生了很大的變化，國產車銷售逐年下滑，而進口車則逐年攀升，豪華進口車也明顯成長。這些變化顯示了消費者的消費行為產生了改變。各大豪華品牌的商品線逐漸往下延伸，出現不同以往的消費族群。因此，對品牌而言，消費者的購買行為非常值得投入研究，以了解豪華車消費者消費行為的共同性與差異性。
本研究以「消費行為理論文獻」為基礎，探討Lexus在不同的人口統計變數對「品牌形象」、「購買決策」、「購買或推薦意願」消費行為有無差異。透過紙本問卷以Lexus客戶為對象採便利抽樣方式調查，並以多元迴歸分析法分析檢測消費者在品牌形象變數、購買決策變數、購買或推薦意願變數之消費行為是否有顯著相關影響。
本研究實證結果在認知上，消費者除了「性別」變項有顯著的差異外，其他年齡、教育程度、職業類別及年收入變項對品牌形象、購買決策、購買或推薦意願均無顯著影響。另外研究結果顯示：品牌形象變數中「經驗性與象徵性」對購買或推薦意願有顯著影響；購買決策變數中「售後服務及行銷人員」對購買或推薦意願有顯著影響。
依本研究實證結果，在豪華車消費者購車或推薦意願的真實影響因素所示，在管理與實務意涵上提出建議，包括：精準區隔男女性消費行為對應提升效益；維護品牌形象提高企業價值；引用新媒體行銷創造高效益。另外本研究人口統計變數結果顯示，Lexus在品牌形象因消費「客群結構」產生不同的變化，有趨向品牌低端商品現象，值得注意，本研究及發現可供相關產業參考。;The scale of Taiwan auto market has fallen sharply at 260,000 units in 2008, after 10-years recovery, it increased back to 435,000 units in 2018. Even though the overall market scale is same as it before the financial depression, the market structure has changed immensely. The sales of domestically produced vehicles have been declining year by year, while the sales of imported cars have kept increasing, and the luxury imported cars sales have also grown significantly at the same time. These changes show a difference in consumer behavior now and then. The product lines of major luxury brands have gradually extended, causing different consumer groups. Therefore, for the various auto brands, the consumer′s purchase behavior is worth studying to understand the commonality and difference in the consumer’s behavior.
Based on the researches of consumer behavior theory, this study tried to figure out that for Lexus, whether the difference in "brand image", "purchase decision", and "willing of purchase and recommendation " exists when we use various demographic variables. This study conducted a sample survey to Lexus consumers, and proceeded multiple linear regression to find out if brand image variables, purchase decision variables, willing of purchase and recommendation variables have significant impacts on consumer behaviors.
The results showed that, except the genders, other variables like ages, education levels, occupations and annual incomes are not significant to brand images, purchased decisions or willing of purchase and recommendation. Besides, the study results also pointed out that: the “experience and symbolic” of brand image variable has a significant impact in willing of purchase and recommendation; the “after sales service and salespeople” has significant impact in willing of purchase and recommendation.
According to the empirical results of this study, in terms of the factors affecting purchase decision or willing of recommendation of luxury car consumers, we proposed following suggestions: accurately distinguishing consumer behaviors of genders to improve sales efficiency; maintaining brand image to improve business value; using media marketing to create efficiency. Moreover, the results of demographic variables also show that the consumer structure of Lexus changed, making consumers tend to purchase low-end product of the brand than past days, which is worth noticing. This study could be used as reference for related industries. |
