隨著台灣經濟起飛和相關法令的修改，吸引人們購買大型重型機車，大型重型機車在近年來逐漸成為許多人周末出遊所選擇之旅遊良伴，因此大型重型機車在國內市場需求大增。本研究利用模糊層級分析法(Fuzzy AHP)進行分析，以瞭解顧客在選擇大型重型機車品牌時較注重之因素與其權重；品牌形象、產品特性和價格組成整體三大構面，各構面下各三個因素供專家評估其相對重要性，透過回收後數據進行分析，找出專家認為影響購買者選購重型機車最主要因素；主要研究結果為大部份專家認為品牌特性是吸引消費者最主要的原因，其次是價格，最後才是品牌形象，因此產品若擁有明顯的差異性的話便能受消費者的青睞。

In Taiwan, with the economic advance and the revision of relevant laws and regulations, more people are attracted to purchase huge heavy motorbikes. In recent years, huge heavy motorbikes have gradually become the transportation of many people’s weekend trips; therefore, the demand for huge heavy motorbikes in the domestic market has increased significantly. The purpose of this study is to identify the key factors of successful sales on huge heavy motorbikes. Through literature reviews and interviews with associate professionals, three evaluation aspects of “brand image,” “product characteristics” and “price” are generalized, as well as nine evaluation indicators of “country,” “brand history,” “famousness,” “motorbike performance,” “product function,” “product appearance,” “official price,” “actual price” and “other expenses.” A fuzzy analytic hierarchy process (Fuzzy AHP) is then employed to analyze the professional questionnaires to obtain the weight value of each aspect and indicator. The research results show that most professionals consider “brand characteristics” as the most important reason to attract consumers, followed by “price,” and finally by “brand image.” Therefore, products that have obvious differences are favored by consumers.