| Summary: | 碩士 === 玄奘大學 === 國際企業學系碩士班 === 99 === For sake of the efforts of local manufacturers during the past few years, the quality of local car is approaching the level of advanced countries. Recently, local car manufacturers invested heavily in car design to satisfy the needs of local consumers. The results are fruitful－the market share and the competitiveness of local car manufacturers are improving year by year. However, high competition in car market forces local car manufacturers to understand more about the purchase behavior of consumers.
This research intends to find out the major influences in the purchase decision of local car. We investigated the importance of various attributes, such function and appearance. Also, we provided evidences to support that the evaluation of care attributes excise an impact on purchase intention. It is hoped that the findings of this study can lead to suggestions of car design for local car manufacturers.
Generally speaking, the purpose of the study is to find out the relation between purchase intentions and attribute evaluations. We adopted multiattribute model and regression analysis to derive our conclusions.
Overall, 320 copies of questionnaires were distributed to consumers in Nantou county. 300 useful questionnaires were collected (response rate was 93.75%). Statistics analysis derived the following conclusion:
1. The overall evaluation of attributes, both weighted and unweighted, have positive impact on purchase intention.
2. The weighting process does not improve the explaining power of overall evaluation of attributes on purchase intention.
3. At least for local car, multiattribute model is probably not an idea approach in the explanation of purchase intention.
Key Words: Local Car, Purchase Behavior, Product Attribute, Purchase Intention, Multiattribute
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