The Key Factor that Affect Consumers Decides to Stay in The Original Dealership to Maintance Their Cars: Using Chocholate Moto. Co. Ltd as An Example

• Main Authors: Dung-ChiehHO, 侯敦傑
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/2mrm27

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 103 === Extended Abstract The Factors Affect the Consumers’ Decisions on Maintenance Vehicles at The Branded Dealership: Chocolate Motors. Co. Ltd. (Honda) as an Example. Author: Ho, Jack Advisor: Kang, Hsin-Hong Department of Executive Master of Business Administration (EMBA), College of Management SUMMARY This study applied theory of reasoned action (TRA) and theory of planned behavior (TPB) to examinte the affect among subjective norm, attitude, perceived behavioral control, intention and demographic variables. The convenience sampling was used in this study. 320 questionnaires were distributed ＆ returned, and 320 questionnaires were valid. On the other hand, this study used Eviews 8.0 software to build the linear probability model (LPM). The The results of this study were summarized as follows: (1) attitude had a significant positive affect on consumers’ decision behavior; (2) subjective norm had a significant positive affect on consumers’ decision behavior; (3) perceived behavioral control had a significant positive affect on consumers’ decision behavior; (4) intention had a significant positive affect on consumers’ decision behavior; (5) demographic variables had a significant positive affect on consumers’ decision behavior. Key words: Theory of Reasoned Action, Theory of Planned Behavior, Vehicle Maintenance, Linear Probability Model INTRODUCTION The key motivation of study is that not yet have there been studies that put effort on discussing whether vehicle owners would choose “branded dealerships” for maintenance options. The research framework of this study was based on the theory of reasoned action (TRA) and theory of planned behavior (TPB). Therefore, we analyzed vehicle owners’ decision behavior when they choose vehicle maintenace preferences and discussed the affect among attitude, subjective norm, perceived behavioral control and intention. Additionally, this study also discussed about the affect from the demographic variables on consumers’ decision behavior. Establishment of assumptions based on the linear probability model (LPM), this study also applied SPSS 18.0 statistical software; using analytical methods included descriptive statistics, reliability analysis and validity analysis. MATERIALS AND METHODS The study is using the Linear Probability Model (LPM) for research model to explore vehicle owners’ preferences on vehicle maintenance at branded dealerships selected empirical research study as follows: 1. Establishment of research framework and hypotheses. 2. Establishment of research questionnaire. 3. Empirical Data collection and key-in. 4. Statistical analysis. 5. Comparison and verification the results of statistical analyses. RESULTS AND DISCUSSION Table1: Linear Probability Model Results Structure Question Question Expected Symbol β Standard Variation t P-value Variables Attitude A1 It is the best choice ＋ .188 .026 7.273*** .000 A3 Courtesy Car ＋ -.032 .023 -1.352 .177 Perceived Behavior Control D2 Gifts or discounts ＋ .086 .021 4.026 .000 D4 Within warranty ＋ -.083 .025 -3.367*** .000 Population Statistic Variables E11 Vehicle age(1=below 5 years，0=over 5 years) ? .326 .044 7.631*** .000 R-squared .337 F 31.883 D-W 2.040 Adjusted R-squared .326 P-value 〈0.001 CONCLUSIONS By p〈0.05, the results found that there are five variables were significantly related, including branded dealership is the best choice of A1; providence of courtesy car of A3; gifts or discounts of D2; within warranty of D4; vehicle age below 5 years of E11.