科技選用因素之分析－以RV休旅車為例

The Analysis of Technology Adoption Factor-Take Recreational Vehicle as an Example

10.29495/CITE.200707.0171

黃清雄；朱耀明

RV休旅車 ； 科技選用 ； 消費者行為 ； Recreational Vehicle ； technology adoption ； consumer behavior

科技教育課程改革與發展學術研討會論文集

2006期（2007 / 07 / 01）

171 - 178

繁體中文

本研究旨在探討科技選用RV休旅車行為因素之分析。本研究採用文獻探討法與個案訪談法，對RV休旅車業者與RV休旅車使用者進行深度訪談，再依訪談內容分析消費者選用RV休旅車的行為因素。研究發現：一、選用RV休旅車的主要因素為滿足與家人週休時旅遊的需要；二、選用RV休旅車產品因素為功能性和價格之相對比值感到划算；三、選用RV休旅車的資訊來源因素大多來自同事和好友的介紹並透過網路查詢；四、選用RV休旅車產品因素跟品牌和產品售後服務及服務品質有關；五、選用RV休旅車產品因素和消費者生活型態需求相關；六、選用RV休旅車之不明顯因素為社會地位和心理因素。最後提出結論與建議供業者和使用者之參考。

This purport of this study was to explore the technology adoption in Recreational Vehicle behavior factor. The study mainly used literature analysis and in-depth interview as research method. The author interviewed with the dealers in Recreational Vehicle and the users in Recreational Vehicle in depth. According to the interview content, the author to analyze why consumers want to select the Recreational Vehicle. The study finds out six factors as follow: 1. The main factor of selecting the Recreational Vehicle is to meet the need that consumers can travel with their family on weekend. 2. The second factor is that consumers carefully compared the function and the price, and found the Recreational Vehicle was worthwhile. 3. The third factor is that the most information of the Recreational Vehicle came from colleagues and friend, or referred to it online. 4. The fourth factor is associated with own brand, the service, and the quality of the service. 5. The fifth factor relates to the need of consumers' lifestyle. 6. The sixth factor is unobvious. Maybe it connects to social status and psychological factor. Finally, the author advanced the consequences and suggestion for the dealers and the consumers to refer to.