台灣機車消費市場購買決策之研究－－以地區別為干擾變數

The Research of Purchasing Decision in Motorcycle Consuming Market in Taiwan – The Level of Convenience Area as Confounding Variable

台灣由於人口的密集停車空間的不足，使得上班族群與學生族群特別仰賴機車成為主要的交通工具，然交通工具又以汽機車為主，因機車較汽車具有靈活性、方便性與停車的便利性故深受兩大族群的喜愛，使台灣成為機車王國全球機車的重要消費地區。公共交通運輸便利性不同的地區，對機車屬性的需求應有差異，故本研究以公共交通運輸的高度便利性、中度便利性及低度便利性的地區別為干擾變數；故本研究透過行銷4P、購買決策、地區別、再購買意願的相關量表作為研究構面，並使用信度分析、刪題法、變異數分析（ANOVA）、迴歸分析。以4P和購買決策為自變數，地區別為干擾變數，再購買意願為應變數，藉此了解不同地區在選購機車時考量的重點。研究結果發現： （1）高度便利性地區的消費者，由於公共運輸最便利居民出門多仰賴公共運輸，機車對此地區的居民多屬短程運輸工具，故在各構面上並沒有明顯需求。（2）中度便利性地區的消費者，在促銷構面上選購機車時會在車行中尋找目前在做優惠的車款或方案；在購買決策構面上未來購買機車的時候，會受到該品牌拍攝的微電影影響。（3）低度便利性地區的消費者，在產品功能構面上機車上搭載的行車記錄器是重要的；在促銷構面上選購機車時會經常比較不同品牌車型的價格。

Because the population clouded and parking lots not enough, so the two main motorcycle user groups are office workers and students in Taiwan ,must depend on motorcycle as main transportation tool. But the motorcycle become the main transporter, owing to motorcycle have characteristics of flexibility in traffic jam ,lower cost down than car and parking convenience, so this two groups deeply love motorcycle and Taiwan becomes the kingdom of motorcycle. In differences area supply the level of public transportation convenience, would create differences requirement in motorcycle attributes. In this study divides the level of public transportation convenience into three levels, high level convenience area, middle level convenience area and low level convenience area as confounding variable. Analysis the 4Ps of Marketing Research, Purchasing Decision, how to influence the repurchasing Intention in difference area. The findings of this study are as follows. Firstly, since high level convenience area most depends on public transportation as transporter. So in each construction no significant difference . Secondly, consumers in middle level convenience area, in promotion construction usually contacting stores to ask about promoted product or programs and in purchasing decision construction usually search for the brand has released a micro-film as the information collection. Thirdly, consumers in low level convenience area ,in production function construction prefer the store supply the event data recorder as the accessory of motorcycle, in promotion construction when he would purchase motorcycle, he often compares prices among different brands.