The Study of Car Equipment Buying Behavior

• Main Authors: Hsien-Wen Liu, 劉顯文
• Other Authors: Pen-Che Liao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/20607104624233275231

碩士 === 中原大學 === 企業管理研究所 === 98 === This research focused on the influence of selection for car equipments when buying a vehicle. The author divided the car equipments into two types: one is for “delighted comfort” and the other is for “security”. And this study also make an argument about whether the willingness of consuming during different time affects the decision of consumers. There are two experiments in the research. The main result is listed below: 1. With delighted and comfortable equipments, the car brings more joyfulness to fit the preference of consumers with “promotion focus” and also stimulates their desire of purchase. The vehicle with delighted equipments can supply the feeling of “rightness” to strengthen the purchasing desire. 2. With secure equipments, the car brings more senses of safeness as well as the possibilities of prevention from pains and losses in the future. It stimulates the consumers with “prevention focus” to buy due to their appealing for security. Within different involvement in purchasing, people who don’t have desires to buy usually can treat choices rationally. This situation corresponds to the above study. However, it’s obscure for people who have desires to buy a car. In all purchasing, the company will enhance the consumers’ desires if they take perceptual-appealing strategies. Cars are products with high prices. When the qualities and the prices of goods are close, the companies need to compete by sales promotion among various brands to be attractive. Thus, if the companies can meet purchasers’ mind requirements successfully and make use of this in other industries too, they definitely are able to create more benefit-based markets.