| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 106 === In recent years, the competition of the auto market is very intense. The sales volume in the domestic auto market has been continuously adjusted and revised by the influence of the global auto market. The proportion of domestic cars and imported cars has increased from a maximum of about 9:1 to 3:1. Recently imported cars meet the love of young group due to the reduction of automobile import tariffs and the continuous introduction of small car models with multiple choices and collocations by car dealers, which makes the sales volume and automotive industry continuously grow. Moreover, the related research scale and data are relatively increased. Therefore author identify the key factors affecting consumers' purchasing behavior of imported cars from the increasing data as the topic of this study. This is the main motivation for this study.
Based on the above research motive, this study aims to identify the attributes of car products that affect consumer preferences by collecting consumers' purchasing behaviors of imported cars, and to use the quantitative model（I）to analyze the degree of consumer attention and satisfaction of car product attributes. Then carry out a differentiation analysis of consumer characteristics and car important attributes.
According to the full range of the quantification model（I）theory, the larger the range, the greater the impact on the predicted value and the greater the impact on the external benchmark（automobile attribute satisfaction）The study result shows that the top five vehicles that have the highest level of satisfaction rankings are component warranty time, maintenance service technology, status symbol, brake protection system, and maintenance service costs. In addition, the results of the analysis from the differences in the demographic variables of consumer behavior show that the automotive brand has a significant difference in terms of gender, age, occupational category, and average annual income.
Based on the research results, this study provides explanations for operational policies and follow-up studies. In particular, it is recommended that imported auto manufacturers provide customers with better after-sales service quality by extending warranty time, which serves as an important reference for the imported cars business strategies. At the same time, it also provides reference for further analysis relevant issues by follow-up researchers.
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