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研究生: 湯昆穆
Kun-Mu Tang
論文名稱: 以計畫行為理論探討消費者購買經第三方機構認證中古車的行為意圖
A Study of Consumer Purchase Intention of Used Car with Third-Party Seal--An Application of the Theory of Planned Behavior
指導教授: 張譯尹
Yi-Ying Chang
口試委員: 曾盛恕
Seng-Su Tsang
陳家祥
Ja-Shen Chen
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2016
畢業學年度: 104
語文別: 中文
論文頁數: 43
中文關鍵詞: 中古車資訊不對稱認證制度品牌認同滿意度服務品質
外文關鍵詞: mobile number portability, switching motivation, brand perception, loyalty, satisfaction, quality of service
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  • 從文獻資料顯示,自1995年台灣中古汽車過戶數首度超越新車領牌數後,十幾年來一直呈現顯著成長趨勢,中古汽車市場規模不斷擴大,與新車銷售數的差距也愈來愈大;在2005 年中古車過戶數最高曾經達90.5 萬輛規模,之後受經濟景氣影響中古車的過戶數雖然沒再繼續攀高,但每年中古車過戶數仍一直都維持超過新車銷售數約2倍左右的市場規模,這數值顯示出消費者對於中古車接受度與需要性有愈來愈高的趨勢,因此造就了在台灣街道上大小規模的中古車商不斷林立的產業發展環境,但消費者與中古車車商之間交易的過程中,卻常因為車況資訊不對稱的狀況下,隨著銷售數增加所衍生的消費糾紛案件也常在媒體上被報導,且有逐年攀高的趨勢,一般消費者的權益無法受到良好保障,消費者也對中古車業者普遍存在不信任感。
    雖然台灣中古車買賣的產業蓬勃發展,但長期以來中古車買賣的產業發展一直處在相關法令不盡完備且封閉情況,本研究深入探討台灣目前中古汽車經營之型態,針對消費者進行問卷的調查。希望藉由研究結論提供實務上的建議給經營中古車的業者做為未來推動完整的車輛認證模式參考,希望在中古車業者的認同與努力之下,提供一個能讓消費者安心交易的環境與制度,創造中古車業者與消費者雙贏結果。


    Since 1995 the first time ever the number of used car sales have surpass sales of new cars, is significant growth trend has continued for the last decade. As the used car market expands, the gap between the number of new car sales began to widen. In 2005, the number of used car trading reached a record high of 905,000 cars. Even though the weaker economic afterward had stopped the number from rising, the market size of used cars sales has maintained at a level two times over the market of new car sales. It shows that both consumer acceptance and need for used cars are rising trends. Under the current local business environment, which all sizes of auto dealers establish around the corners of streets in Taiwan, disputes often arise from the increasing transactions with dealers due to information asymmetry. As disputes followed by media reports increasing annually, consumers often receive not enough protections, which resulting in a general distrust of consumers towards used car dealers.
    Although Taiwan used car industry is flourishing, the issues of lack of comprehensive regulations and of a industry rather closed to outsiders, this report will present an in-depth study of the business models currently operate in the Taiwan used card market, and along with it, a consumer online survey. The results provide practical recommendations to assist the used car industry in developing a trustworthy certification program in the future. Hopefully, under the consensus and the joint efforts of used car dealers, the consumers will enjoy a worry free purchasing environment and trading system, creating a win-win scenario for both.

    目錄 第一章 緒論 1 1.1 研究背景 1 1.2 研究動機 2 1.3 研究目的 3 1.4 研究流程 4 第二章 文獻回顧 5 2.1 中古汽車產業概況 5 2.2 台灣中古車認證市場概況 12 2.3 計劃行為理論 15 2.4 信任理論 18 第三章 研究方法 19 3.1 研究架構與變數定義 19 3.2 資料分析方法 22 第四章 研究分析與結果 24 4.1描述性統計 24 4.2 結構方程模式分析 26 第五章 結論與建議 31 5.1 結論 31 5.2 管理意涵 32 5.3 學術貢獻 34 參考文獻 35 附錄1 SUM車輛查定項目表 37 附錄2 問卷 42  圖目錄 圖 1台灣新車領牌與中古車過戶數統計 1 圖 2研究流程 4 圖 3中古車定義 5 圖 4中古車市場通路經營型態演變 12 圖 5理性行為理論(Theory of Reasoned Action,TRA) 15 圖 6計畫行為理論(The Theory of Planned Behavior,TPB) 16 圖 7研究架構 19 圖 8路徑係數(t值)結果 30 圖 9受訪者在購買中古車時, 主要會考慮的因素 : (可複選) 33 表目錄 表 1中古車過戶數與新車領牌倍數統計 6 表 2消費者購買中古車常見管道 7 表 3各項操作行定義與衡量 20 表 4描述性統計 24 表 5因素負荷量表 28 表 6信效度分析表 29 表 7相關分析表 29 表 8假說驗證結果 31

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