X世代是鑰匙兒，是習慣吃微波爐速食餐，自己看電視、玩電腦遊戲長大的一代。 隨著戰後嬰兒潮世代邁入高峰並逐漸走下坡後，所有行銷的目光都投注在X世代上。 房車被視為購車的入門車種。房車購買決策可經由五個階段，問題認知、資訊搜尋、方案評估、購買決定和購後行為。 本研究檢視消費者決策EXB 模式，是否不同X世代生活型態對於房車購買的人口統計變數、問題認知、資訊搜尋、方案評估、購買決定是否有所差異。本研究採取問券調查方式，共發出600份樣本進行施測，回收404份有效問卷，有效反應率為67.33%。並以SPSS統計軟體針對樣本進行信度分析、描述性統計分析、因素分析、集群分析、卡方檢定及變異數分析。
依據生活型態變數可將X世代消費者的生活型態分為四種：『積極主動型』、『資料搜集型』、『喜好安定型』和『獨立自主型』。
研究結果如下：
1. 在不同的X世代生活型態市場區隔下， 對於房車購買之人口統計變數有部分顯著之差異。
2. 在不同的X世代生活型態市場區隔下，對於房車購買決策之問題認知無顯著之差異。
3. 在不同的X世代生活型態市場區隔下，對於房車購買決策之資訊搜尋無顯著之差異。
4. 在不同的X世代生活型態市場區隔下，對於房車購買決策之方案評估有部分顯著之差異。
5. 在不同的X世代生活型態市場區隔下， 對於房車購買決策之購買決定有部分顯著之差異。
本研究欲透過調查方式，了解X世代生活型態市場區隔下，對於房車購買決策關係，並做為未來實務界對市場策略之參考。

關鍵字：X世代、生活型態、購買決策、市場區隔、房車

Generation Xers are latchkey kids. They are used to eat microwave food, and grow up with TV – games. As the leading edge of the baby boomer creeps inexorably toward retirement and tighter spending habits, every company with something to sell is starting to focus on younger demographics Gen X'ers in their mid-20s to 40.

The purpose of the study is to study Generation X life styles in the purchasing of sedans. More particularly, the purpose is to study the relationship of life style and decision making process, EKB model, of Generation X in the purchasing of sedans. The study aims to examine and identify applicable life styles segments of Generation X, and identify their differences between decision making process in the purchasing of sedans.

This study method is questionnaire and 600 questionnaires are released, and the retrieved valid questionnaires are 404 copies. This study utilizes using SPSS for Windows as the tool to conduct statistical analysis, including descriptive analysis, reliability test, factor analysis, cluster analysis, Pearson’s Chi – Square and ANOVA test.

Four types of life styles are generalized. There are ACTIVE life style, INFORMATION – ORIENTATION life style, STABLE life style, and INDEPENDENT life style.

The finding results as follow.
1. In the purchasing of sedans, there are partial significant differences on demographics with respect of Generation X life styles.
2. In the purchasing of sedans, there are no significant differences on problem recognition with respect of Generation X life styles.
3. In the purchasing of sedans, there are no significant differences on information search with respect of Generation X life styles.
4. In the purchasing of sedans, there are partial significant differences on elevation of alternatives with respect of Generation X life styles.
5. In the purchasing of sedans, there are partial significant differences on purchase with respect of Generation X life styles.

In the end of the study, some suggestions for further research are made. Given the study results, the marketer and policymakers of manufacturer sedan brands can find the needs of Generation X life styles in the purchasing of sedans. The study results for marketers and policymakers may provide strategy for sedans with Generation X life styles different of degree of demographics, problem recognition, information search, elevation of alternatives, and purchase.

Chapter 1 Introduction …………………………………………………………... 5
1.1 Background………………………………………………………...
5
1.2 Motivation and Objective of the study …………………………….
6
1.3 Structure of the study…………………………………………......... 7

Chapter 2 Literature Review……………………………………………………... 8
2.1. Generation X……………………………………………………… 8
2.2 Consumer Decision Making Model……………………………….. 13
2.2.1 Nicosia Model……………………………………………………. 13
2.2.2 Howard - Sheth Model ………………..…………………………. 16
2.2.3 EKB Model.……………………………………………………… 19
2.2.3.1 Need Recognition ……………………………………………... 20
2.2.3.2 Information Search...…………………………………………... 20
2.2.3.3 Evaluation of Alternative.……………………………………... 21
2.2.3.4 Purchase ……….......................................................................... 21
2.2.3.5 Postpurchase…… ……………………………………………... 21
2.3 Market Segmentation ….…………………………………………... 22
2.3.1 What is Market Segmentation…………………………………… 23
2.3.2 Market Segmentation Criteria……………………………………. 23
2.3.3 The Object of Market Segmentation……………………………... 26
2.3.4 Market Segmentation Procedure…………………………………. 28
2.4 Life Style………….……………………………………………….. 28
2.5 Other Literature Review…………………………………................ 31

Chapter 3 Methodology and Research Hypotheses……………………………….
33
3.1 Questionnaire Design………………………………………………
33
3.2 Hypotheses………………………………………………………… 34
3.3 Sample and Data Collection………………………………………..
34
3.4 Analytical Prcedures……………………………………………….
35

Chapter 4 Analysis and Results…………………………………………………...
37
4.1 Sample Demographics and Reliability Test……………………….. 33
4.2 Factor Analysis…………………………………………………….. 39
4.3 Cluster Analysis…………………………………………………… 42
4.4 Pearson’s Chi - Square…………………………………………….. 44
4.4.1 Demographics ………………………………………........………
44
4.4.2 Problem Recognition…………………………………………….. 46
4.4.3 Information Search……………………………………………….. 47
4.4.4 Purchase………………………………………………………….. 49
4.4.4.1 Price…………………………………………………………….. 49
4.4.4.1 Brand…………………………………………………………….. 50
4.5 ANOVA test…………………………………………………………. 51
4.5.1 Evaluation of Alternatives………………………………………… 51

Chapter 5 Conclusion …………………………………………………………….
58
5.1 Research Findings.………………………………………………….
58
5.2 Managerial Implications…………………………………………… 62
5.3 Limitations and Recommendations………………………………...
62

Reference………………………………………………………………………….
65

Appendix………………………………………………………………………….. 69

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