The Study of Key Success Factors and Purchase Intentions of TOYOTA’s Attracting Consumer in Taiwan

[[abstract]]汽車工業的發展與國家整體經濟有高度的關聯性，而台灣近年來隨著經濟發展，對於汽車市場需求量也逐漸提高，在眾多汽車品牌激烈競爭下，各家品牌不光是在生產上下足功夫，也在積極開發新產品，且在行銷手法上也絲毫不敢馬虎，而TOYOTA在台灣的市場中為何能夠如此脫穎而出，令人好奇，消費者購買意圖則能了解到其旗下車款分別對應何種消費者特性，能使TOYOTA對於其車款目標市場更加清晰且能做出有效的決策，因此本研究目的為透過層級分析法(AHP)探討TOYOTA在台灣市場能夠如此成功之關鍵因素，利用文獻探討與專家意見建構出AHP模型六構面、廿三項因子，比較各層因子之權重與因果關係後，挑選出成功關鍵因素再以此發放問卷，透過決策樹分析方法，探討消費者對於購買TOYOTA汽車之購買意圖分類為何。[[abstract]]The development of the automobile industry and the country's overall economy has a high degree of relevance, and Taiwan in recent years with economic development, the demand for the automobile market is gradually increasing, in the fierce competition of many car brands, the brands are not only in the production efforts, but also actively develop new products, and in the marketing methods are not at all sloppy, and TOYOTA in Taiwan's market why can stand out so, curious, consumers can understand the intention to buy their cars corresponding to what kind of consumer characteristics. TOYOTA can make a clearer and more effective decision on its vehicle target market, so the purpose of this study is to explore the key factors that TOYOTA can be so successful in the Taiwan market through hierarchical analysis (AHP), to construct the AHP model six dimensions and twentythree factors by literature and expert opinion, compare the weight of each layer factor and cause and effect, and then select the key factors to issue questionnaires, through the decision tree analysis method. Explore the classification of consumers' purchase intentions for TOYOTA cars