| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 105 === Global automotive markets have reached the new high point in 2015, and the best car selling area is Asia and the United States around the world. Edmunds.com survey shows that nearly 41% of luxury cars in the United States were bought by women in 2016, which is 37% higher than past 5 years, in addition, the higher authority of women facilitates the automotive market to put more attention on the marketing strategy. The appearance of the car design for consumers is an important car factors (King Yee Ling, 2005). Zeng Fenglian (1998) in the "female consumer behavior research" pointed out that female consumer significantly put more emphasis on car’s appearance than man. Since the appearance is one crucial aspests of the aesthetics. This rearch applyes the aesthetic lifestyle and discusses the preference of female consumers toward the appraeance, and we use the Cluster Analysis to classify the automobile appearance. Using the factor analysis and cluster analysis separate the female into the groups. There are two stages of the questionnaires, and the samples are from the females in Taiwan. In the first stage, 30 questionnaires were distursbited to females to select three adjectives as the measurement of car appearance. In the second stage, there are 243 questionnaires are collected to investigate the preference of the female consumers toward aesthetic lifestyle and car appearance and type. The car appearance is classified as Fast & Fashion, Old-School, Simple and Sports, moreover, the female consumers of aesthetic lifestyle are classified into five clusters which are Hedonism, Simple-Life, Top-Fashion, Luxurious and Arty. After ANOVA analysis, women prefer the traditional stable Founder less and perfer the streamlined and modern type more. Female consumers prefer Hatchback more than SUV and Sedan in the type of car. By using two-way ANOVA analysis, we also found that the aesthetic lifestyle has no interactive effect on the appearance and the type of cars. Therefore, we can provide suggestion to the car compains that the design should be streamed and modern instead of stable, complex and edges. When design the apprarence of Hatchback they can put more fashion, simple and sports elements to gain more female customre’s preference.
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