隨著科技的進步和網路的普及，線上購車網站已成為消費者選擇和購買汽車的主要平台。本研究旨在深入探討消費者在使用購車網站時的偏好和考慮因素，並分析這些因素如何影響他們的購車決策。
首先，我們進行了一項聯合分析，發現消費者在選擇汽車時特別關注汽車的規費資訊，如燃料稅和牌照稅。這些資訊在整體功能中具有顯著的重要性，顯示了消費者對於規費資訊的高度關注。此外，我們還發現汽車負擔能力計算器是一項相對重要的功能。購買汽車是一筆龐大的開支，消費者需要仔細評估自己的財務狀況。透過汽車負擔能力計算器，買家可以快速估計並量化自己能負擔的金額。
此外，研究還指出，汽車網站在資源有限的情況下，應該重點提供相關的汽車規費資訊，以滿足消費者的需求。研究還提到了其他與線上購車相關的重要功能，如車貸試算和方案、汽車負擔能力計算器等，這些功能在整體功能比較中具有較高的重要性和係數值。
研究結果還顯示，消費者在選擇購車網站時，不僅僅是基於價格或品牌，還會考慮網站提供的功能和資訊。例如，車貸試算和方案、汽車負擔能力計算器等功能都對消費者的選擇產生了顯著的影響。
總之，本研究提供了對消費者在選擇購車網站時的偏好和考慮因素的深入了解，並為汽車網站的設計和開發提供了有價值的建議。未來的研究可以進一步探討其他相關因素，如品牌、價格、車型等，對消費者偏好的影響，以及如何更好地滿足消費者的需求和期望。

In this era of information explosion, online car shopping platforms have emerged as pivotal tools for consumers in their vehicle purchasing journey. This research delves into the preferences and considerations of consumers when navigating these platforms, aiming to discern the factors that influence their car-buying decisions. Through conjoint analysis, it was discerned that consumers place significant emphasis on vehicle regulatory fee information. Additionally, tools like the car affordability calculator, which aids buyers in gauging their financial capacity for a vehicle purchase, were identified as crucial. The study underscores the importance of providing pertinent vehicle regulatory fee information, especially when resources are constrained. Moreover, features such as car loan simulations and schemes were highlighted as influential in the decision-making process. In essence, this research offers invaluable insights into consumer behavior on car shopping websites, paving the way for enhanced platform design and development.

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