全球輪胎市場自2010年全球景氣復甦後，歐美各國和大中華地區的輪胎需求開始增長，根據專家預測到2015年全世界輪胎總需求量將達到17.5億條。過去與輪胎相關之研究多著重於產業間的競爭關係和國內品牌的行銷研究，針對進口品牌與消費者的連結較少著墨，因此本研究從E-K-B消費者行為理論出發，以產品功能、產品口碑、產品價格、主觀規範、促銷活動、廣告效果與人口統計變數等構面，進而探討消費者購買米其林汽車輪胎的決定性因素為何，以其對輪胎產業和米其林輪胎公司有所貢獻。
本研究針對有駕駛汽車之消費者發放問卷，總共發放258份問卷調查表，回收258份問卷調查表，其中224份為有效問卷數，有效問卷數回收率為86%，本研究透過敘述性統計分析、共線性檢定、自我相關檢定和線性機率模型(Linear Probability Model)針對本研究假設進行驗證，研究結果發現除了產品功能對消費者購買米其林汽車輪胎有正向顯著影響不成立，產品口碑對消費者購買米其林汽車輪胎有正向顯著影響、產品價格對消費者購買米其林汽車輪胎有負向顯著影響、主觀規範對消費者購買米其林汽車輪胎有正向顯著影響、促銷活動對消費者購買米其林汽車輪胎有正向顯著影響、廣告效果對消費者購買米其林汽車輪胎有正向顯著影響等構面皆成立。

The global tire market has recovered from 2010, especially in the Europe、Greater China, and the demand for tires is forecasted to reach 1.75 billion units globally. The tire-related studies were often in the industrial competition and cooperation or the marketing research in local brands in the past years and were very less about the connection of the imported brands and consumers. The study is based on the E-K-B consumer behavior model included of product function、product word-of-mouth、product price、subjective norm、promotion activity and advertising effect to analyze what the key factors in consumers’ choosing Michelin tires for passenger cars and hope it could bring contribution to the Michelin Taiwan Tire Limited.

The questionnaires were issued by convenience sampling of 258 and collected 258 questionnaires; 224 valid samples; the effective response rate was 86%. This study is verified by the study methods as below: descriptive statistics、multicollinearity、autocorrelation and linear probability model. The results in this study reveal that only product function has no significant effect and the other factors of product word-of-mouth、product price、subjective norm、promotion activity and advertising effect have significant effect on consumers purchasing Michelin tires for passenger cars.

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三、網站參考
1.台灣米其林輪胎股份有限公司
http://www.michelin.com.tw/index.html

2.Tire Business
http://www.tirebusiness.com/

3.財團法人車輛研究測試中心
http://www.artc.org.tw/index.aspx

4.世界品牌實驗室
http://www.worldbrandlab.com/

5.網路汽車共和國
http://news.u-car.com.tw/

6.蘋果日報
http://www.appledaily.com.tw/