| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 92 === When new products enter the mature market, the Word-of-Mouth plays an important role. Prior to this research, there’s still no relevant research for customers’ behavior and Word-of Mouth sell regarding car care products. Therefore, this research takes the sales situation of Glare products in Singapore for example and makes research in Word-of-Mouth effect and communication aspect to understand consumers’ behavior for new products. This research collects the results from questionnaire completed by those consumers whose cars have been cared by Glare products and analyzes the data through Chi-Square Test, ANOVA, Factor Analysis, K-means, Correlation Analysis and Regression Analysis. Conclusion as below:
1. The message resource has significant effect on purchase decision: The effect of Word-of-Mouth message is bigger than the one of marketing message, that’s to say, whether consumers decide to have their cars cared by Glare products or not, the effect of getting information from their friends and relatives is bigger than from the advertisement, magazine or the car show.
2. Glare consumers in Singapore concern about 3 characters of such new product: Protection, Appearance & Warranty. Based on consumers’ concern degree to the 3 characters, this research utilizes K-means to divide these consumers into 2 groups: Regular Group & Appearance Emphasized Group.
3. The more satisfaction consumers feel, the more Word-of-Mouth communication frequency: There is positive relation between consumers’ satisfaction and Word-of-Mouth communication frequency, that’s to say, the more satisfaction consumers feel after completing car care, the more communication people make mutually, especially satisfaction to service quality has significant effect. On the other side, the Appearance Emphasized Group talk more about smooth, shine finish and general aspect than Regular Group.
4. The more satisfaction consumers feel, the more intention of Word-of-Mouth recommendation: There is positive relation between consumers’ satisfaction and Word-of-Mouth recommendation, in other words, the more satisfaction consumers feel, the more intention they recommend Glare products to others. The satisfaction to appearance smooth, service quality and professional knowledge has significant effect on recommendation intention.
Hopefully this research result will be useful reference for dealers regarding sales channels application and resource distribution, and they well use the Word-of-Mouth to improve products sales.
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