The Assessment of Consumers’ Willingness to Pay for Innovative Vehicle Textile Products

• Main Authors: Su ， Ruei-Iuan, 蘇瑞源
• Other Authors: 闕雅文
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/5d9879

碩士 === 國立新竹教育大學 === 區域人文社會學系碩士班 === 96 === abstract The traditional textile industry faces the problem of the low salary and intensive manpower replaced of Southeast Asia and China. That it certainly will move towards and develop high technology and high additional value .The automobile market becomes passive due to market maturation and the market demand tend towards diversification .The solution to the question is to change production mode that is less quantity mode variety. If we can combine the technology and equipment advantage of textile industry and add the design research and development ability of automobile industry. Integrating and developing more higher technology products, catch up with the future development trend of automobile. By doing so, we will elevate the competition of textile industry and automobile industry and then expand market demand. This research is by probing into consumer willingness to pay (WTP) to innovative vehicle textile products to find out the automobile-used fabrics with potentiality, and the empirical results can be consulted by the government and the relevant industries when drafting the developing direction with developing the innovative vehicle textile products. This research analyzed the contingent valuation method(CVM), which coped up with the payment cards method was adopted to elicit the WTP levels, the questionnaire sources analyzed with SPSS. Empirical results are as following:1,In safe protection function: automobile brand, interest and age are three positive factors relating to the willingness to pay .2,In medical care function: Inhabited in Taoyuan area and residents under the age of 18 are two positive factors relating to the willingness to pay .3,In environmental protection concept: the attitude,family's annual income, inhabited in Taipei and residents under the age of 18 are four positive factors relating to the willingness to pay. 4, In comfortable convenient function: the automobile brand, inhabited in Taipei, residents under the age of 18 are three positive factors relating to the willingness to pay. 5, the function of innovating and designing: family's annual income, the average hour of driving and knowledge are three positive factors relating to the willingness to pay. In conclusion, consumers’ willingness-to pay is higher for innovative vehicle textile products which concerning safe protection function, environmental protection concept and medical care function. Variables such as automobile knowledge and interest and the driver’s attitude of participants are relevant to the selection and demands of innovative vehicle textile products. There is an obvious difference in consumers of different careers concerning willingness-to pay. Therefore, it is suggested that one should develop products according to the demands of different consumers.