摘要
本研究架構是以Fishbein and Ajzen（1975）的理性行為理論和Ajzen（1985）的計畫行為理論來作為研究的學理基礎。研究選用原廠保養態度、選用原廠保養的主觀規範、選用原廠保養意向、認知行為控制以及人口統計變數對車輛使用者選擇將車輛留在原廠保養的行為分析。

本研究問卷設計的依序是選用原廠保養態度、選用原廠保養的主觀規範、選用原廠保養意向、認知行為控制以及人口統計變數。總共調查車輛使用者320份問卷，沒有無效問卷後，最後，本研究共計320份有效問卷，問卷回收率100%。
最後，此研究才由EView 8.0統計分析軟體進行統計分析，研究結果顯示，以5% 顯著水準下進行分析，選用原廠保養態度中的A1「原廠保養是最好的選擇」、A3「提供代步車使用」；認知行為控制中的D2「贈品或折扣 」、D4「保固期內外 」；人口統計變數中的E11「車輛5年以下 」，以上5個變數有顯著相關。

Extended Abstract
The Factors Affect the Consumers’ Decisions on Maintenance Vehicles at The Branded Dealership: Chocolate Motors. Co. Ltd. (Honda) as an Example.
Author: Ho, Jack
Advisor: Kang, Hsin-Hong
Department of Executive Master of Business Administration (EMBA),
College of Management
SUMMARY

This study applied theory of reasoned action (TRA) and theory of planned behavior (TPB) to examinte the affect among subjective norm, attitude, perceived behavioral control, intention and demographic variables. The convenience sampling was used in this study. 320 questionnaires were distributed & returned, and 320 questionnaires were valid. On the other hand, this study used Eviews 8.0 software to build the linear probability model (LPM). The The results of this study were summarized as follows: (1) attitude had a significant positive affect on consumers’ decision behavior; (2) subjective norm had a significant positive affect on consumers’ decision behavior; (3) perceived behavioral control had a significant positive affect on consumers’ decision behavior; (4) intention had a significant positive affect on consumers’ decision behavior; (5) demographic variables had a significant positive affect on consumers’ decision behavior.

Key words: Theory of Reasoned Action, Theory of Planned Behavior, Vehicle Maintenance, Linear Probability Model
INTRODUCTION
The key motivation of study is that not yet have there been studies that put effort on discussing whether vehicle owners would choose “branded dealerships” for maintenance options. The research framework of this study was based on the theory of reasoned action (TRA) and theory of planned behavior (TPB). Therefore, we analyzed vehicle owners’ decision behavior when they choose vehicle maintenace preferences and discussed the affect among attitude, subjective norm, perceived behavioral control and intention. Additionally, this study also discussed about the affect from the demographic variables on consumers’ decision behavior. Establishment of assumptions based on the linear probability model (LPM), this study also applied SPSS 18.0 statistical software; using analytical methods included descriptive statistics, reliability analysis and validity analysis.
MATERIALS AND METHODS
The study is using the Linear Probability Model (LPM) for research model to explore vehicle owners’ preferences on vehicle maintenance at branded dealerships selected empirical research study as follows:
1. Establishment of research framework and hypotheses.
2. Establishment of research questionnaire.
3. Empirical Data collection and key-in.
4. Statistical analysis.
5. Comparison and verification the results of statistical analyses.

RESULTS AND DISCUSSION

Table1: Linear Probability Model Results
Structure Question Question Expected Symbol β Standard Variation t P-value
Variables Attitude A1 It is the best choice ＋ .188 .026 7.273*** .000
A3 Courtesy Car ＋ -.032 .023 -1.352 .177
Perceived Behavior Control D2 Gifts or discounts ＋ .086 .021 4.026 .000
D4 Within warranty ＋ -.083 .025 -3.367*** .000
Population Statistic Variables E11 Vehicle age(1=below 5 years，0=over 5 years) ? .326 .044 7.631*** .000
R-squared .337 F 31.883 D-W 2.040
Adjusted R-squared .326 P-value <0.001

CONCLUSIONS

By p<0.05, the results found that there are five variables were significantly related, including branded dealership is the best choice of A1; providence of courtesy car of A3; gifts or discounts of D2; within warranty of D4; vehicle age below 5 years of E11.

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