| Summary: | 碩士 === 萬能科技大學 === 經營管理研究所在職專班 === 104 === Taiwan's auto market compared to other countries, the small size of the market, after joining the WTO, more brands from various countries around the world compete with each other. Therefore, understanding the perceived value and expectations of service and the relationship between consumer purchase intention, car dealers can make others understand consumer characteristics, greater consumer recognition. Help car dealers in the establishment of the brand to increase consumer purchase intentions and actual buying behavior.
In this study, questionnaire survey to explore the perceived value of the automobile industry and the desired service purchase intention impact on consumers. For Taoyuan County area we have never experienced and car purchase plans over the next three years, and have experience and want to purchase the car for the consumer respondents, 500 questionnaires were distributed, 418 valid questionnaires, the effective rate for the 92%. Using SPSS statistical software by using descriptive statistics, reliability analysis, analysis of variance and Pearson product moment correlation coefficient statistical methods, empirical analysis, the following conclusions：
In the present study can be seen in consumer awareness of the perceived value of the car has a significant impact on the willingness to buy, and consumers' willingness to purchase the desired service also has a significant positive correlation. Car dealer may be to establish a good perceived value, increasing consumer expectations of services to enhance the consumer's willingness to buy. Thus, enterprises can sustainable development, in a highly competitive environment with long-term competitive advantage.
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