隨著加工機器越來越精密，工作母機銷售量也隨著大幅度成長，加工精度也越來越往高速度、高精度加工前進，而切削刀具演變伴隨著加工母機，成長速度在這幾年間也提至高硬材質，高強度、高精度的切削刀具,讓加工母機加工效率比以往傳統加工機更能提升效能與品質。
本文由W公司切削刀具相關銷售產品做有效分析，經W公司國內的銷售方式，如：經銷商、五金行相互收集銷售訊息、共同分析、找其關鍵因素是為何再購買動機，對W公司切削刀具相關產品滿意度構面、銷售服務滿意度構面與關係行銷滿意度構面再購動機作出主要分析，找出影響銷售關鍵因素主要原因。
本研究在探討，影響購買W公司切削刀具相關產品決定性因素，針對W公司近兩年客戶購買行為進行分析研究，又近來，連續性有無影響W公司在市場上銷售狀況。
以W公司國內主要客戶進行問卷調查，而後分析相關購買動機之關鍵因素，作為W公司在往後銷售能提升業績，而針對主要客戶群的需求，能更有效的給客戶需求，以供未來W公司參考客戶的忠誠價值與修改銷售方式的指標。
本研究問卷共發放100份，回收100份，有效問卷79份，無效問卷21份。有效回收率79％，並運用SPSS、Eviews等相關統計軟體進行敘述性統計、線性機率模型(Linear Probability Modle‚LPM)、T檢定等相關檢定，以建立迴歸方程式模型並討論。最終的迴歸結果，調整後的判定係數R-Squared高達92.58%Durbin-Watson stat：1.432463整體解釋模型能力令人滿意。
本研究結果:W公司由產品滿意度、銷售服務滿意度、關係行銷滿意度、基本資料提供給五金行、經銷商作是否再購買的決定性因素，經由將其各項驗證，結果整理如下:
產品滿意度對消費者再購買 正向 顯著影響
銷售服務滿意度對消費者再購買 負向 顯著影響
關係行銷滿意度對消費者再購買 正向 顯著影響

SUMMARY
The developing of accuracy of processing machines leads the great growth on CNC (computer numerical control), in order to ensure high efficiency performance and better quality，a speedy growth on even tougher and more accurate cutting tools is in demand.
This research aims to find out the key factors that affect buyer’s re-consuming decision making on W company’s products, through an effective analysis made based on the domains related to satisfaction of production、sales service and customer relationship. All the information used in this research were gathered and provided via W company and their distribution channels.
The questionnaire was issued to W company’s major customers and collected to analyze the key factors of buying motivations ，the results of this finding will hopefully be helpful to W company’s future use on marketing strategy making.
The total number of collected questionnaires is 100，with 79 valid questionnaires and 21 invalid among of 100. The percentage of validity is79.
Keywords: machine tools, cutting tools, purchasing behaviors, customer loyalty

INTRODUCTION
Along with the development of more and more sophisticated processing machines, machine components also experience more sales growth as well as better and faster procession precision. Furthermore, cutting tools, similar to processing machine components, are in high growing pace for the last several years and achieve better strength and durability, higher precision level, thereby improving speed, quality and performance 5 times better than traditional processing machines’.
This research provides an effective analysis regarding cutting tools provided by company W by collecting data from company W’s domestic sales agencies including the disk, dealers, traders, hardware firms and direct customers. The study aims to identify the most important reasons, such as product quality, delivery time, unit price, after-sales service and repurchase motivation, in determining the economics growth and triggering purchasing company W’s cutting tools.
The research analyzes the consumer purchasing behaviors toward cutting tool provided by company W in the most recent 2 years and discusses whether the negative economic growth has influenced the sales of company W in the market. The survey was collected from company W’s key domestic consumers and was analyzed to identify the main factors leading to purchasing motives.
The results are used to effectively improve sales efficiency and consumer base and properly response to the needs of key customer group and is considered as important reference for company to increase consumer’s loyalty and adjust its sales behaviors.

RESULTS AND DISCUSSION
Final regression results of factors affecting the purchasing behaviors toward company W’s cutting tools
Variables Coefficient S.D. t-value Prob.
X1 product quality + 0.122449 0.047023 2.604029** 0.0116
X2 completed delivery NA -0.006688 0.033939 - 0.197057 0.8444
X3 reasonable price - -0.106929 0.037681 - 2.837749*** 0.0062
X4 after-sale service NA -0.035771 0.04047 - 0.883881 0.3803
X5 product information NA 0.008025 0.050885 0.157716 0.8752
X6 brand loyalty NA 0.034383 0.035614 0.965448 0.3382
X7 word-of-mouth NA 0.018621 0.027526 0.676479 0.5013
X8 business credibility + 0.083271 0.038293 2.174577 0.0336
X9 salespersons credibility NA -0.014812 0.038441 - 0.385323 0.7014
X10 employee interpersonal + 0.183981 0.050131 3.670047*** 0.0005
X11 managerial traits NA 0.025165 0.031423 0.800837 0.4264
X12 brand trust NA 0.014351 0.038229 0.375392 0.7087
X13 delivery speed NA -0.029887 0.033971 - 0.879801 0.3825
X14 industry credibility NA 0.011927 0.036085 0.330536 0.7421
D1 location + 0.157877 0.046338 3.40707*** 0.0012
D2 turnover NA -0.067101 0.046039 - 1.457475 0.1502
D3 business category NA 0.052192 0.040841 1.27795 0.2062
D4 product category NA -0.011379 0.043282 - 0.262911 0.7935
C -0.457629 0.083883 -5.455534 0
R-squared 0.932276 Mean dependent var 0.56962
Adjusted R-squared 0.911959 S.D. dependent var 0.498293
S.E. of regression 0.147852 Akaike info criterion -0.779295
Sum squared resid 1.31162 Schwarz criterion -0.209428
Log likelihood 49.78214 Hannan-Quinn criter. -0.550989
F-statistic 45.88591 Durbin-Watson stat 1.33143
Prob(F-statistic) 0.000000
*: P <0.10 **: P <0.05 ***: P <0.01
Data source: present thesis

As shown in the regression table for every explanatory variable, the T-statistic (or P) results indicate that X1 (product quality), X8 (business credibility), X10 (employee interpersonal), and D1 (business location) significantly influence the probability of Y= 1 at p<0.05. In other words, the empirical results show that customers will buy cutting tool products from company W mainly because customers satisfy with company W’s product quality, credibility of business as well as the employee interpersonal characteristics. Consumers from the North of Taiwan tend to purchase more. However, as X3 (reasonable price) has significantly negative effect on Y, customers tend not to choose the cheap price tools in place for the product quality when they buy company W’s cutting tools.
Results of this study are important reference and strengthen direction for company W’s future operation and marketing strategies. Some insignificant variables include X2 (completed delivery), X4 (after-service sales), X5 (product information), X6 (brand loyalty), X9 (salespersons credibility), X11 (managerial traits), X13 (delivery speed), and X14 (industry credibility). Although these variables do not significantly affect the probability of Y = 1 or Y = 0, they still have important managerial implication.
CONCLUSION
The results indicate that consumers purchasing cutting tools provided by company W are more concerned about the quality satisfaction, business credibility, employee interpersonal, price and location at significant level 0.05.

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