由於永續發展的趨勢愈顯重要，汽車產品愈來愈講求省資源、省能源及少污染的開發策略，各種有別於傳統的環保汽車也陸續推出。近來我國汽車業的一大盛事，即是複合動力車的規劃引進，這類具有高燃料效率、低空氣污染以及強烈的環保與科技形象的複合動力車，台灣消費者對它的認知與感受為何？對它與其他一般車種的偏好（preference）差異如何？又願意付出多少代價來擁有？廠商與政府若能有效掌握消費者對此類綠色汽車的偏好狀況，將有助於綠色汽車之行銷推廣。
　　在實務與學術研究上已有許多方法可以獲取消費者對產品之偏好結構，其中又以聯合分析法（Conjoint Analysis）應用最為廣泛。本研究即利用聯合分析法中混合聯合分析模式，選用之汽車屬性分別為：售價、品牌來源、馬力、燃料效率、CO2排放量與維護成本，由網路問卷蒐集受訪者之自顯性偏好資料與對各受測體之購買意願評估值，經分析後可得到消費者分群與代表各群之屬性水準成分效用值。研究結果發現我國消費者可分為三群，分別為：非常注重CO2排放量的環保第一群（20%）、注重燃料效率和售價的經濟至上群（22%）與注重馬力和維護成本的性能為重群（58%）；其對綠色汽車之最高願付價格分別為170萬元、140萬元與70萬元。

　　Sustainable development in the automobile industry has proven to be a concept that is widely accepted. More resources and investigations are spent into this specific new area of research that deals with our environment at a global scale. Current technologies which enable the reduction of harmful emissions and fuel consumption have been embraced by both consumers and the automobile industry.
　　Different kinds of hybrid electric vehicles (HEV) are brought to Taiwan’s market recently. What are consumers’ expressions and attitudes toward vehicles with strong environmental-friendly images? What are the reasons that would influence consumers’ choices between “green” cars and ordinary gasoline cars? Through studying consumers’ preferences, institutions and the government can better understand the issues highlighted above.
　　There are several approaches being used in obtaining consumers’ preference structures of a product. Among them, conjoint analysis is the most effective one. This thesis study adopts hybrid conjoint analysis, a refined conjoint analysis, and selects six attributes (market price, brand, maintenance cost, fuel efficiency, CO2 emission and horse power) to measure consumers’ preferences in Taiwan. The results demonstrate that domestic consumers could be divided into three groups: dark green (20%), light green (22%) and non-green (58%). The highest amount of money that a consumer of each group is willing to pay for a “green” vehicle is NT$ 1,700,000, NT$ 1,400,000, and NT$ 700,000, respectively.

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網頁部份
1.Autonet 汽車日報　http://tw.autonet.com.tw/cgi-bin/file/index.cgi
2.e天下　http://www.techvantage.com.tw/content/053/053040.asp
3.FORD　http://www.ford.com.tw/
4.Honda http://www.honda-taiwan.com.tw/home.asp
5.ITIS產業資訊服務網 http://www.itis.org.tw/aboutus.jhtm?body=introduction.htm
6.Mazda http://www.mazda.com.tw/
7.Toyota http://www.toyota.com/html/noflash.html
8.U-Car http://forum.u-car.com.tw/
9.大紀元時報 http://www.epochtw.com/
10.中時電子報 http://news.chinatimes.com/
11.中車網 http://www.car.com.cn/f/news/058/11/42212.htm
12.汽車技術網 http://www.autoth.com/forums/
13.奇摩新聞 http://tw.news.yahoo.com/
14.奇摩汔車 http://tw.autos.yahoo.com/
15.美國環保署 http://www.epa.gov/fueleconomy/
16.經濟部能源局 http://www.moeaboe.gov.tw/statistics/st_readst.asp?
group=g&kind=T0005
17.資策會 http://www.iii.org.tw/