古董經典車消費者動機之研究

Abstract

隨著近年經濟快速成長，臺灣已於2002年脫離開發中國家，2023年臺灣人均GDP更高達32,327美元，追求富裕且便利生活的同時，我們的周遭卻常可看到古董經典車在路上行駛，車主忍受著老舊設備的不方便，甚至付出更高額的價格與維護成本，本研究將探討及了解這群消費者購買與翻新古董經典車的動機，以及期望獲得的價值，藉此了解其在消費者行為的第一哩路。 本研究透過Maslow（1970）的需求層級理論分析消費者的心理和行為，採用質性研究方法，包括半結構式深度訪談，本文深入了解古董經典車消費者的購買動機、決策過程，以及隨之產生的功能、情感、資產、社會、情境和知識六大價值。研究結果顯示，儘管消費者購買古董經典車的動機涵蓋了多個層面，但主要是對美感的追求與自我實現需求；獲取的也是以情感價值為主。本研究亦指出市場在面對環保法規和電動車技術進步時所面臨的挑戰，並對古董車市場的未來發展提出策略與建議，特別是在降低消費者的痛點和滿足消費者需求方面。In recent years, with rapid economic growth, Taiwan graduated from being a developing country in 2002, and by 2023, Taiwan's per capita GDP reached $32,327. While pursuing a prosperous and convenient life, we often see old cars on the road. Consumers tolerate the inconvenience of outdated equipment and even pay higher prices and maintenance costs. This study aims to explore and understand the factors influencing consumers' decisions to purchase and refurbish antique and classic cars, as well as the expected values they hope to obtain, thereby understanding their initial steps in consumer behavior. This study analyzes consumers' psychology and behavior through Maslow's (1970) hierarchy of needs. Utilizing qualitative research methods, including semi-structured in-depth interviews, this thesis delves into the purchasing motivations, decision-making processes, and the six values (functional, emotional, asset, social, conditional, and epistemic) derived from these decisions. The findings reveal that while consumers' motivations span multiple levels, they are primarily driven by the pursuit of aesthetics and self-actualization, with emotional value being the main benefit acquired. The study also highlights the challenges faced by the market due to environmental regulations and advancements in electric vehicle technology and offers strategies and recommendations for the future development of the antique car market, particularly in reducing consumer pain points and meeting consumer needs.