| Summary: | 碩士 === 東海大學 === 管理碩士在職專班 === 99 === The oil price keeps rising recent years, most of automobile debut the vehicles which have the energy saving and environment protecting function. The diesel engine and hybrid engine vehicles take the major market share of this trend. In Europe, lots of country keep improving the diesel engine vehicles and make it more and more environmental protection, moreover, the diesel engine vehicles have energy saving and environment protection character and have reach market share 40% in Europe. As for, Mainland China, is the second sales volume market in the world. The China government reduces taxes to encourage the developing of new energy vehicles. It’s clearly the new energy developing and energy saving has significant influence in automobile market. In this study the theory is based on E.K.B. consumer decision model, and the questionnaire is focused on the car owner in Taiwan automobile market. The purpose of this study is to approach the product attribute and consumer’s purchasing intentions about the car owner in new energy vehicles. And the Multi-category Logistic Regression is used to approach the analysis in the effect of product attribute of diesel engine vehicles in consumer’s purchasing intentions
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