隨著民眾生活條件充足富裕，家庭擁有小汽車的數量也增加，而「休閒旅行車」這種車款，除了佔據小汽車市場相當的比例外，更漸漸成為家庭用車重心的趨勢，為了瞭解休旅車的消費者購買決策的型態，本研究首先取樣自市場上不同的休旅車款式，利用因素分析、集群分析以及多元尺度分析等統計方法，做分群、分類與命名；再以台南市的民眾做為抽樣訪問對象，以電話訪問配合CATI系統做資料調查，得到有效數據樣本計497份，透過卡方檢定該樣本具有代表性，接著以敘述性統計分析、因素分析、集群分析、多元尺度分析等統計方法，分析解讀休旅車消費者購買決策的生活型態、購買動機、資訊來源以及評估準則等影響因素，歸納結論如下：

一、休旅車為近幾年來才廣受消費者接受的車型，雖然其需求量逐年趨於上升，然而佔小汽車現有市場比例而言，其市場新車需求量只不過約佔小汽車市場結構的13.4%，仍屬於稀少銷售的汽車商品。依據本研究的電訪所得資料，在台南市所有受訪者中有11%的民眾家中擁有休旅車，與國內休旅車市場結構(13.4%)的比例近相符合。

二、消費者的生活型態大概分為四種：
『隨波逐流型』：享受人生、著正式服裝，對生活態度持正面看法。
『安於現狀型』：不享受人生、不願意冒險。
『刻苦保守型』：不享受人生、缺乏自信、無法緊跟社會的腳步、無法說服自己享受人生與假日。
『積極進取型』：不享受人生、自我要求高、約束個人。

三、購買者之所以選擇休旅車的前三大原因分別為「生活型態及休閒型態改變」、「工作型態改變」與「家庭結構改變」；他們的用途是「和家人或朋友出去兜風或旅行」、「商業用途」、「搭載6個人或以上」與「享受戶外的樂趣與運動」，可將之分為『肯定認同型』、『家庭功能型』、『實用挑剔型』三群。
由此可以了解台南市民眾的生活型態、休閒型態、工作型態與對重視家庭的程度等，都和以往的社會大不相同，由於消費者有其不同的想法，導致部份消費者將生活型態的重心轉變，他們開始重視休閒化，因此在選購家庭房車時，休旅車變成一種趨勢的選擇。

四、休旅車之消費者，資訊來源主要是以在電視上的廣告居多，其次是報紙和雜誌上的廣告。

五、整體而言，多數休旅車購買者(或潛在購買者之期望)車價位於100萬元以內，他們對休旅車的評估準則分為『講究功能因素』與『注重經濟訴求』兩群。

六、休旅車業者以及經銷商可依市場消費者之生活型態劃分為：『隨波逐流型』、『安於現狀型』、『刻苦保守型』、『積極進取型』等四種﹔或依購買動機劃分為：『認同肯定型』、『家庭功能型』、『實用挑剔』等三種﹔或依購買者評估準則劃分為：『功能享受』、『耐久實惠』、『重視美感』、『講求實用』等四種，進而規劃適合的廣告文宣或促銷手法等。

　　With the living conditions are more comfortable, the demand of vehicles is more increase. The recreation vehicle is expect to occupy quite a few proportion in the vehicle market. It’s also a tendency for family to adopt private vehicles. In order to realize the different types of vehicle purchasing policy for the recreation vehicle’s consumers. In this study was sampling from different styles of recreation vehicle in the market. We used the statistical methods including Factor Analysis, Custer Analysis and Multidimensional Scaling Analysis to group, classify and name them, respectively. And then sampling survey based on Tainan citizen and assisted with CATI (Computer Assisted Telephone Interview) System for the data collection and obtained 497 samples, We proved it by Chi-square analysis to make its representative, and used descriptive statistics, Factor Analysis, Custer Analysis and Multidimensional Scaling Analysis to analyze and to define the influence including the life style, purchasing motivation, information sources and evaluation criteria of consumer’s purchase decision pattern of recreation vehicle. To generalize the conclusions as follows：

1. The recreation vehicle is the specific car style which being acceptable gradually by customers in the recent years. The demanded quantity of recreation vehicle is growing year by year, the market share has 13.4% in automotive market. It is still not a popular attached to the automotive commodity. According to the obtained data from Tainan citizen via telephone-interview in this study, there are only 11% people in possession of recreation vehicle in their family, and the result similar to whole market share possessive proportion.

2. Four types of life style are generalized from consumers as below:
Ø “Go with current type”: enjoy life, formal clothing, positive opinion with living attitude.
Ø “Content with now type”: not enjoy life, unwilling to take an adventure.

Ø “Frugal & conservative type”: not enjoy life, lack of confidence, failure of coming after with times, and can’t convince oneself to enjoy life and vacation.
Ø “Constructive & enterprising type”: not enjoy life, request oneself with high standard, repression.

3. The major reasons of customer’s adoption in recreation vehicle are「change in life & leisure style」,「change in working style」and 「change in structure of families」, and the usage for recreation vehicle including「to drive around for fun or travel with relatives or friends」,「commercial use」,「to transport six people or above」,「enjoy outdoor pleasure & sports」. The usage can be swarmed by 「affirmative type」, 「family function type」and「practical utility type」. Thus we can realize the life style, leisure style, working style and family value of Tainan citizen were differed from the past society quite a few. The different thinking of consumers with the change in their life style and care about their leisure in life, thus the recreation vehicle become an appropriate choice in purchase of private vehicle for household usage.

4. The major data resource in recreation vehicle of consumers came first with TV
advertisement and came second with newspaper & magazine advertisement.

5. Generally speaking, the ideal price was expected within one million NT$ for most of consumers ( or the potential consumers ), and the evaluation criteria can be divided into「functional use」,「substantial image」and「economic benefits」groups.

6. For the manufactures and dealers of recreation vehicle, they can divided the lifestyle of consumers into four types as 「go with current」,「content with now」,「frugal & conservative 」 and 「constructive & enterprising type」 or divided from 「affirmative」, 「family function」, and 「practical utility」types, or upon the purchasing evaluation criteria of buyer to divide into four types as「functional enjoy」,「durables & substantial」, 「aesthetic feeling」and 「practical utility」, to plan the fitting and proper layout and promotions in advertisement.

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