| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 107 === The diversified using car habits in Taiwan, follow with the government's policies and changes internal and external environment, have prompted carmakers to make changes in the development of new cars that must follow the market's policies and environment, such as hybrid vehicles and electric vehicles. The crossover is also. The 2 days of the week vacation from government policies, and the people began to inspire the improvement of the quality of life. The interior, space, power, equipment and fuel consumption of the vehicles are important by consumers. In the research aims at consumers' understanding of the characteristics of crossover, and explores the consumers purchase property and basic personal information have an impact on the purchase of crossover vehicles, and find out the consumer groups. Tested with an electronic questionnaire, analyze the data with statistical methods, use descriptive statistics and cross-tabs to express the weight ratio of the basic data for each vehicle with the consideration of each item, to find the weight of the most important group, and then Factor analysis is used to divide the life style, purchase demand motivation and purchase decision into several groups, and then convert the score into variables and use regression analysis to verify to each hypothesis. The results show that the consideration of the purchase of crossover vehicle is based on the gender, age, industry, etc. of the basic data of individuals, and the analysis of each of the hypotheses differs. According to the above research results, car dealers can design and formulate marketing strategies for their popular groups and characteristics, and increase the accumulation of sales vehicles.
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