本研究之目的在探討消費者對自動駕駛汽車之購買決策分析，以人口統計變數、資訊管道、生活型態、產品屬性、認知有用性、認知易用性、產品價值以及購買決策之間關聯性，並使用問卷調查法進行研究。本研究首先收集30份有效紙本問卷，並使用SPSS18.0統計軟體對其進行分析。本研究正式問卷之研究對象為18歲以上且有汽車駕照之受訪者，總計收回559份紙本和網路問卷。資料分析方面，依序使用敘述性分析、信度分析、因素分析、Pearson相關係數分析和迴歸分析。研究發現，自動駕駛汽車之產品屬性對產品價值有顯著差異、認知有用性對產品價值有顯著差異、認知易用性對產品價值有顯著差異、產品屬性對購買決策有顯著差異、認知有用性對購買決策有顯著差異、認知易用性對購買決策有顯著差異、產品價值對購買決策有顯著差異、人口統計變數對各構面部分顯著差異、資訊管道對各構面部分顯著差異和生活型態對各構面部分顯著差異。

The main purpose of this study was to investigate the purchase decision analysis of automatic driving cars. With correlations between demographic variables, information, lifestyle, product attributes, perceived usefulness, perceived ease of use, product value and purchasing decisions. The study used questionnaire survey as the method. First, 30 questionnaires were collected and analyzed by using SPSS18.0 statistic software. The formal questionnaires for this study were for people who were over 18 years old and had a driver's license. The research data have 559 effective questionnaires to analyze. The study was used descriptive statistics, reliability analysis, factor analysis, pearson product-moment correlation and regression analysis. The main research findings were as follows: product attributes have a significant impact on product value, perceived usefulness has a significant impact on product value, perceived ease of use has a significant impact on product value, product attributes have a significant impact on purchasing decisions, perceived usefulness has a significant impact on purchasing decisions, perceived ease of use has a significant impact on purchasing decisions, product value has a significant impact on purchasing decisions, the demographic variables have a significant impact on each dimension, the information has significant impact on each dimension and the life style has significant impact on each dimension.