Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23505
標題: 應用二元羅吉特模式與灰關聯分析法探討中古車業者針對女性消費者於網路行銷中古車之研究
To Apply Binary Logit Model and GRA to Give Advice for Female Consumers of Used Car Website Content
作者: 謝孟樺
Hsie, Meng-Hua
關鍵字: 中古車
Used car
二元羅吉特模式
灰關聯分析
適應性銷售行為
Binary Logit Model
Grey Relational Analysis
Adaptive Selling Behavior
出版社: 行銷學系所
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摘要: 本研究以文獻蒐集之方式彙整女性消費者購買汽車之因素,及購買中古車之因素,並透過實體發放問卷予曾經購買過中古車之女性消費者填寫,共回收361份有效問卷,旨在找出會在網路購買中古車之女性消費者之特性與購買中古車時考慮之重要因素,藉以作為中古車業者網路銷售中古車之參考。 本研究透過二元羅吉特模式,透過7個自變數(婚姻狀況、是否有小孩、年齡、教育程度、職業、職位名稱、平均每月收入)的排列組合,總共需分析約1.1兆次,最後本研究在時間有限的情況下總共分析約79萬次,一共找出9組會在網路購買中古車之女性消費者之特性,再訪問中古車業者透過其經驗決定女性消費者之特徵,並將會在網路購買中古車之女性消費者具象化;再透過灰關聯分析萃取出9組女性消費者購買中古車之重要因素,將9個族群之女性消費者重視之因素各別進行歸納,找出女性消費者之潛在需求,最後將9個族群之女性消費者具象化的結果與其購買中古車之潛在需求進行配對,再藉由適應性銷售行為之概念提供中古車業者在網路銷售時的應用,作為中古車業者未來在網路銷售中古車之參考依據。
This research generalized the factors which female consumers would be concerned in purchasing cars and used cars by literature review. We collected 361 effective questionnaires completed by those females who once bought used cars. The aim of this research is to explore and identify the features of female customers who buy used cars through the Internet and determine the key factors they may be concerned in purchasing those cars. The outcome would be used as a reference for used car industry to sell used cars online. Through two methods (Binary Logit Model and Grey Relational Analysis), we do the research to find female consumers’ features and critical factors for purchasing used cars online. Firstly, we used seven independent variables (marital status, whether you have children, age, education degree, occupation, job position, and the average monthly income) by Binary Logit Model in different permutations, which should be analyzed 1.1 trillion times in total. Eventually we analyzed about 790 thousand times in our research due to the limited time. We classified nine groups of female customers buying used cars online. By inquiring of the used car industry, we then determine the characteristics of female consumers and concretized the different types of female consumers buying used cars online. Secondly, we applied Grey Relational Analysis (GRA) to determine the critical factors of the nine female groups, concluded the critical factors individually, and identified the potential needs of female consumers. At last, we generalized the outcome of the nine groups of female consumers, and paired it with the used car market’s potential demand. Through the concept of adaptive selling behavior, we provide this research as a reference for the used car industry to apply to the industry sells its products online.
URI: http://hdl.handle.net/11455/23505
其他識別: U0005-2806201309524700
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-2806201309524700
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