由於近年來石油輸出國家原油價格上漲，使得國內油價跟隨著上揚，在ㄧ片只漲不跌的趨勢下，讓消費者在新購車或再購時，不得不找尋更經濟的選擇。加上台灣於2002年加入WTO，在2004年的時候開放更環保省油的柴油引擎汽車進口，並於2005年正式全面開放上路。台灣為了因應這一波熱潮，中油與台塑也開始供應高品質且比無鉛汽油更不汙染的高級柴油，另外更有經廚餘所生產出來的生質柴油可供選擇。面對台灣油價不斷的上漲、高級柴油擁有比無鉛汽油更低的油價、比無鉛汽油車更省油與環保，在這種種的優勢條件之下，柴油引擎汽車消費者行為分析之研究實在有其必要的地方。
汽車購買行為屬於高涉入的消費行為，消費者選購車輛時，從資訊的蒐集到最終購車決定的過程，都是汽車廠商行銷的切入點，因此本研究希望透過柴油引擎汽車消費者之行為分析研究，瞭解消費者在評估購買柴油引擎汽車時注重之產品屬性，並探討消費者對於柴油引擎汽車的購買意願。
故本研究以新產品屬性和環境變數以及不同的消費者特性當作投入變數，經過SPSS統計軟體歸納分析後，結論顯示，新產品屬性和環境變數與購買意願均呈現顯著的關係、消費者特性與購買意願呈現部份顯著關係。至於資料蒐集則選以問卷調查的方式，針對台南地區居民且未來即將有能力購車以及新購車或是即將再購車的消費者進行調查。最後根據研究結論針對新產品上市初期鎖定早期使用者為目標市場、加強促銷活動、降低新產品複雜性、增加新產品相對優勢、增加新產品相容性、降低價格等增加產品競爭優勢的方式以提高消費者的創新購買意願，並給予汽車業者實質的行銷策略及建議，以作為實務及學術上的參考。

Recently, owing to the increasing price of global crude oil, domestic oil supplies also follow the trend. It caused consumers to search more economical choice. Furthermore, when Taiwan have joined WTO in 2002, imported diesel engine vehicles which could save more gas and considered more environmental-protected in 2004, and allowed to sell in 2005, Chinese Petroleum Corporation (CPC) and Formosa Plastic Group (FPG) begin supplying high quality premium diesel less contaminated than unleaded gasoline. Besides, bio-diesel produced from food wastes is another alternative. According to those advantages, the research in consumer behavior analysis of diesel engine vehicles is quite necessary.
Car purchase behavior is thought of as high-involved consumer behavior because all the process from gathering information to final purchase decision is key point for marketing. In this paper, hoping through consumer behavior analysis for diesel engine vehicles, it will understand what product attributes consumers care about when evaluating to purchase, and discuss consumers’ purchase will for this kind of vehicles. Then, it will provide the business some suggestions in designing marketing strategies.
In the research, new product attributes, environmental attributes, and consumer characteristic will be input variables. Through investigation, the result shows that both new product and environmental attributes are significantly related with purchase will. Nevertheless, consumer characteristic is partially related to purchase will. As for data collecting, it conducted a survey through questionnaire for those who live in Tainan and are capable of buying new cars now or in future. Finally, according to the conclusion, for the new product, it will provide some ways increasing product competitive advantages to target early consumers, enhance promotions, reduce complexities and price, increasing relative advantages and compatibilities with a view to increasing consumers’ willingness to innovative purchase. By doing so, it hopes to give some marketing strategies and suggestions for car business as practical and academic references.

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【網頁部份】
1. 交通部 http://www.motc.gov.tw/
2. 行政院環保署 http://www.epa.gov.tw/main/index.asp
3. 經濟部能源局 http://www.moeaboe.gov.tw/
4. 中國石油股份有限公司 http://www.cpc.com.tw/
5. 台塑石化股份有限公司 http://www.fpcc.com.tw/default.asp
6. 台灣區車輛工業同業工會 http://www.ttvma.org.tw/cht/index.php
7. 國際貿易局 http://cweb.trade.gov.tw/default.asp
8. 雙龍汽車 http://www.ssangyong.com.tw/2005newsmotor/
9. 奇摩汽車 http://tw.autos.yahoo.com/
10. 車訊網 http://www.carnews.com.tw/
11. 網路汽車共和國 http://www2.u-car.com.tw/
12. 超越車訊汽車網 http://www.twmotor.com.tw/
13. 財團法人環境與發展基金會 http://www.edf.org.tw/
14. 美國黃豆協會台灣辦事處 http://www.soybean.org.tw/