| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 100 === ABSTRACT
This study built the behavior intention model for female teachers of elementary school in Taichung city to purchase a compact car on the basis of theory of planned behavior. The study verified and analyzed attitude, subjective norm, and perceived behavioral control how to affect their behavioral intentions. The purpose was to understand female teachers’ intention of elementary school in Taichung city to purchase a compact car.
The study results showed that "attitude", "subjective norm" and "perceived behavioral control" have a significant impact on behavioral intention when female teachers of elementary school in Taichung city purchase a compact car. The major influence factor in behavioral intention is "subjective norm"; followed by "attitude", and "perceived behavioral control" is the smallest. From the angel of attitude, "personal interests" has a greater influence than "collective interests", and the major considerations are to "meet working requirements ", " improve the convenience", "ensure security", and "reduce energy consumption". From the angel of subjective norm, "main groups" have a greater influence than "subgroups", especially "colleagues", "friends" and "car experts and scholars". From the angel of perceived behavioral control, "convenience" has a greater influence than "personal ability", especially "vehicle information", "vehicle maintenance", and "brand awareness".
According to the study results, there are four proposals to be reference for the domestic vehicle companies and follow-up scholars. 1. In the sight of "attitudes", vehicle companies can design electronic traffic equipments to protect the safety. 2. In the sight of "subjective norms", vehicle companies can prepare gifts or give group-purchasing discount program. 3. In the sight of "perceived behavioral control", vehicle companies should improve the service quality. 4. In the sight of the external variable aspects, vehicle companies should develop different clients who aren’t interested in compact cars. By above recommendations, it is to enhance the compact cars sales.
Key Words: Theory of Planned Behavior, Behavior Intention, Female Teachers of Elementary School, Compact Car
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