The Factors Influencing Consumer Purchasing of Used Car: The Moderator Effects of Perceived Product Attributes

• Main Authors: LI, WEI-YI, 李威毅
• Other Authors: CHIU, KUANG-HUI
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/7kq4hw

碩士 === 國立臺北大學 === 企業管理學系 === 105 === This study is probed into the information and clues required in order to make the decisions based on the characteristics of the products. The researched structure model is proposed based on the literatures in the past in order to realize the effect between the Theory of Planned Behavior and the decision behavior when consumers purchase the used cars. An eight-facet questionnaire is designed with the moderator based on the characteristics of the products. The questionnaire was dispatched digitally to the post-graduate students in the management division in the National University in north Taiwan, and 329 copies of the questionnaire were retrieved. The questionnaire was corrected based on the verification of the confidence in the pre-test questionnaire, and the practical management proposition will be found based on the trend of the pre-test. We found that attitude, subject norm and behavioral intention create the chance to complete the used car purchasing behavior. But the key variable in the Theory of Planned Behavior is the “perceived behavioral control.” However, it is also found that the consumers who participates the questionnaire usually think they cannot control the deals of used cars. Therefore, to satisfy the customers' control of the behavior controlling consciousness will contribute to the purchasing behavior of the used cars. The further practical management propositions will be developed by merging the consumers' requirement of the perceived behavioral control and the product characteristics of used cars, to construct the easy exchanging environment to the consumers.