家庭購車決策與行銷策略之研究

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蘇蕙雯(Hui-wen Su) 查詢紙本館藏

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工業管理研究所在職專班

論文名稱

家庭購車決策與行銷策略之研究
(A study on the automobile purchase decision making and the marketing strategy)

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摘要(中)

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。

摘要(英)

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.

關鍵字(中)

★ 性別角色
★ 夫妻
★ 購買決策
★ 行銷策略

關鍵字(英)

★ couples
★ decision making
★ marketing strategies
★ sex-role orientation

論文目次

中文提要................................................i
英文提要...............................................ii
誌謝辭................................................iii
目錄...................................................iv
圖目錄.................................................vi
表目錄................................................vii
第一章緒論............................................1
1-1研究動機.........................................1
1-2研究目的.........................................2
1-3研究對象範圍.....................................2
1-4研究流程架構.....................................3
第二章文獻探討........................................4
2-1夫妻之家庭購買決策行為...........................4
2-2性別角色態度.....................................5
2-3家庭購買決策之夫妻相對影響力.....................8
2-3-1家庭購買決策過程............................8
2-3-2產品種類及屬性..............................9
2-3-3決策影響力之因素...........................10
2-4夫妻之家庭購買決策衝突解決處理策略..............12
2-5汽車市場的行銷策略..............................14
2-5-1市場區隔...................................14
2-5-3市場定位...................................16
2-5-4行銷組合策略...............................17
第三章研究方法.......................................18
3-1研究架構........................................18
3-2研究方法........................................19
3-3研究變數........................................20
3-4研究假設........................................21
3-5問卷設計........................................24
3-6抽樣設計........................................28
3-8信度與效度......................................30
3-9研究限制........................................31
第四章研究結果與分析.................................32
4-1樣本結構分析....................................32
4-2性別角色態度之分群分析..........................39
4-3傳統家庭與現代化家庭購買行為分析................43
4-4性別對於汽車購買行為分析........................58
第五章幸福房車之行銷策略..............................61
5-1產業背景........................................61
5-2休旅車市場行銷策略..............................66
5-3行銷策略實務個案介紹
～以中華汽車SAVRIN車款系列為例..................67
第六章結論與建議......................................72
6-1研究結論........................................72
6-2行銷策略建議....................................74
6-3對未來後續研究者之建議..........................79
參考文獻...............................................80
中文部份...............................................80
英文部份...............................................82
附錄一：問卷調查.......................................89
圖目錄
圖 1 研究流程圖.........................................6
圖 2 三點尺度決策型態圖................................13
圖 3 行銷策略之步驟....................................17
圖 4 研究架構圖........................................21
圖 5 台灣歷年汽車銷售量................................66
圖 6 台灣汽車市場成長率................................66
表目錄
表 1 衝突處理解決策略之彙整...........................15
表 2 兩性角色態度問卷設計.............................27
表 3 相對資源問卷設計.................................27
表 4 產品屬性設計問卷.................................28
表 5 參與討論問卷設計.................................28
表 6 意見衝突解決方案問卷設計.........................28
表 7 人口統計變數問卷設計.............................29
表 8 本研究之信度CROBACH’S Α值.......................33
表 9 樣本性別次數分配表...............................35
表 10 樣本年齡次數分配表...............................36
表 11 樣本教育程度次數分配表...........................36
表 12 樣本職業分佈次數分配表...........................37
表 13 樣本結婚期間次數分配表...........................38
表 14 樣本家庭子女次數分配表...........................38
表 15 樣本月收入次數分配表.............................39
表 16 樣本家庭年收入次數分配表.........................39
表 17 樣本個人收入次數與年齡族群交叉分配表.............40
表 18 樣本家庭年收入次數與年齡族群交叉分配表...........40
表 19 受測樣本夫妻之間學歷背景比較狀況表...............41
表 20 受測樣本夫妻之間家庭財務支出貢獻比較狀況表.......41
表 21 傳統家庭及現代化家庭次數分配表...................42
表 22 性別角色態度之平均分數量表.......................43
表 23 教育程度集群與家庭結構集群之個數交叉表與卡方檢定.44
表 24 家庭財務支出貢獻集群與家庭結構集群
之個數交叉表與卡方檢定...........................44
表 25 年齡對於性別角色態度之平均分數表及F分配表........45
表 26 結婚時間對於性別角色態度之平均分數表及F分配表....46
表 27 性別角色態度對於選購汽車考慮因素之卡方分配表.....47
表 28 傳統家庭與現代化家庭考慮因素之優先順序表.........48
表 29 品質和參與涉入程度交叉表.........................50
表 30 品質和參與涉入程度多重列聯表分析之結果摘要.......51
表 31 品牌和參與涉入程度交叉表.........................51
表 32 品牌和參與涉入程度多重列聯表分析之結果摘要.......52
表 33 價格和參與涉入程度交叉表.........................52
表 34 價格和參與涉入程度多重列聯表分析之結果摘要.......53
表 35 外型設計和參與涉入程度交叉表.....................54
表 36 外型設計和參與涉入多重列聯表分析之結果摘要.......54
表 37 車身大小和參與涉入程度交叉表.....................55
表 38 車身大小和參與涉入多重列聯表分析之結果摘要.......56
表 39 顏色和參與涉入程度交叉表.........................56
表 40 顏色和參與涉入多重列聯表分析之結果摘要...........57
表 41 DVD/MP3配備和參與涉入程度交叉表..................57
表 42 DVD/MP3配備和參與涉入程度多重列聯表分析
之結果摘要.......................................58
表 43 售後服務和參與涉入程度交叉表.....................58
表 44 售後服務和參與涉入程度多重列聯表分析之結果摘要...59
表 45 購車決策衝突解決方案PEARSON 卡方檢定表...........60
表 46 性別對於選購汽車考慮因素之卡方分配表.............62
表 47 男女性別不同考慮因素之優先順序表.................63
表 48 汽車產業之特性...................................64
表 49 2008年1~12月累計銷售排行榜(國產車+進口車)........67
表 50 國內休旅車競爭態勢...............................69

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指導教授

葉英傑(Ying-chieh Yeh)

審核日期

2009-6-9

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