| Summary: | 碩士 === 國立高雄科技大學 === 工業工程與管理系 === 107 === This study identifies the key factors for consumers to buy a car, and provides this resources to relevant industries and institutions so that the public understand the mentality and motivation of consumers when they buy a car, At the same time, they can also give relevant information to the auto industry. Through this information to help sales, and with the new Taiwan regulations, to stimulate the growth of Taiwan's economic market. However, in order to achieve the purpose of research, we must first of all collect relevant literature to understand and discuss, and determine the relevant factors for consumers to purchase cars, After completing the theoretical basis of research and the basis for the preparation of scales, and then study the customer population of car experience. Using questionnaires as a research method, this study explores the factors of price and service, vehicle performance function and purchase motivation through the background variables of the subjects, and analyze by using R language to adopt narrative. Statistics, reliability analysis, Analysis of Variance (ANOVA), t-test, and regression analysis explore the significance of background options and factors to determine which factors will influence consumer purchasing behavior.
From the sample data, we can find that affordable price, reasonable maintenance price, easy maintenance of parts, safety of vehicle structure, durability of vehicles, compatibility of vehicles, these factors will have an impact on consumers buying cars. According to R language analysis and research data, it is known that different gender groups and price and service are significant. Different income groups and price and service are significant. Ethnic groups with different levels of education and price and service are significant. Ethnic groups with different levels of education and price and service are significant. Ethnic groups with different levels of education and vehicle performance and function are significant. Ethnic groups with different educational levels and purchase motives are significant. Ethnic groups in different occupations and purchase motives are significant.
Keywords：Consumer, R language, Price and service, Vehicle performance and function, Purchase motivation
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