| Summary: | 碩士 === 銘傳大學 === 管理研究所碩士在職專班 === 94 === In recent years, owing to the ever-changing living style of the consumers, a remarkable transition in the daily life demands of consumers has emerged. As for automobile, consumers regarded it as merely transportation vehicles the past, but the demand for automobiles in utility and function is different from that in the past. Therefore, there come the various inventions of accessories and consumers’ functional innovations to meet the diversity of automobile market and changing demand. The current energy crisis, the sky-rocketing oil prices, and the growing global environment consciousness make the environment-friendly cars (such as using hybrid power combining gasoline and electricity) the hottest issue in the automobile market.
The data of this research is based on questionnaire investigation toward Toyota automobile consumers in Taiwan, to probe into consumers’ view on the image of the brand, their esteeming extent on the automobile product attribute by statistical method of simple, relative analyzing, and by progressive analyzing. Whether the products attribute of the automobile will strengthen or weaken the brand image, the attitude of the brand and brand loyalty, especially the green automobile attribute. Through this research, I am expecting to establish the environment-protection value of Toyota Motor as the mainstream thought of the automobile revolution in the 21st century, and, with such thought in mind, set the fundamental key for the automobile sales strategy, and meanwhile, hope to put up what I had learned and my suggestion to the academia.
After analysis and integration of the data, the following conclusion was obtained:
1. The different characteristics of consumers resulted in certain difference
in the evaluation of products attribute of the automobile, and brand image.
2. How much the consumers care about the automobile products attribute has
partially but apparent influence on brand image.
3. How much the consumers value about the products attribute has partially but
apparent influence on brand attitude.
4. There is positive relationship between brand image and brand attitude.
5. There is positive relationship between brand attitude and brand loyalty.
6. How much the consumers esteem the automobile products attribute has
partitial but apparent influence on brand loyalty.
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