| Summary: | 碩士 === 國立臺北科技大學 === 工業工程與管理系EMBA班 === 104 === The license issue of used Car was beyond the new car in 1995. According to Statistics Report of the Ministry of Supervision Unit, annual production value of Taiwans used cars exceeded 100 billion. Therefore, the topic in the Consumer Behavior of Used Car in Taiwan is worth to do further research.
According to the literature, we could find that there are four factors affected the consumers purchase willingness, such as: (1) information sources (2) price (3) familiarity purchaser of the product (4) product attributes and buyers cognition.
In this paper, first according to literature and modify Delphi method to design questionnaire, then AHP-level program analysis method was used to explore the factors that consumer willingness to buy used cars in Taipei. Finally, by using AHP-level program analysis, the importance of each factors were compared as follows: Information sources> price> familiarity purchaser of the product > product attributes and buyers cognition.
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