The Determinants of the Customers for Purchasing Taiwan OBM Vehicles - A Case Study of Luxgen Motors

• Main Authors: Chih-FuChien, 簡志富
• Other Authors: Hsin-Hong Kang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/stxa92

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 102 === According to TTVMA (Taiwan Transportation Vehicle Manufacturers Association) statistical data,in the recent five years the domestic motor companies such as Toyota,Nissan,Mitsubishi,Ford,Honda are the five major vehicle brand which favored by domestic consumers,the vehicle type manufactured are mostly designed by oversea motor companies,than introduced the technical data or using imported critical components,to assemble domestically, and sale with self owned brand. Taiwan vehicle market is about 350,000 ~ 400,000 capacity,Yulon group choose to establish its self owned brand Luxgen to participate into this market on 2009,beside to compete with the domestic motor companies,also facing the challenge of import vehicle,as a new brand, What’s the factor to attract consumer to purchase Luxgen vehicle. This research constitute with four dimension which are “Brand Image”( Park, Jaworski and MacInnis,1986),“Perceived risk”(Jacoby ＆ Kaplan,1972),“Product property” and“Population statistics variables”, using survey to investigate the “Brand image”, “Perceived risk”, “Product property” and “Population statistics variables” aspect on which affect the factors to purchase Luxgen vehicle. This research has 350 surveys,329 retrieved,94% retrieve rate,282 effective surveys,Using related statistics software SPSS,EViews etc. to perform comprehensive statistics,Linear Probability Model (LPM),T testing etc. related testing to establish regression model for discussion. The research conclusion is as follows: (1)Under Brand image dimension “Safety”, “Quality”, “Promote social position”, “Company provide respected feeling to consumers” does those factors provide positive impact to purchase,(2)Under “Perceived risk” dimension,“Identity among the family and friend”, “practicability” present positive impact, overall it is not significant to purchase.(3)Under “Product property” dimension, “Vehicle price”, “Fuel efficiency” which related to vehicle related expense, are in negative impact, but overall it is not significant to purchase.(4)Under “Population statistics variables” dimension, “Educational level” is significant to purchase,and all other factors are insignificant to purchase. Keywords:Self owned brand,Luxgen motors,Brand image,Perceived risk, Product property