消費者屬性為消費者個人在消費、購物導向方面的認知結構與消費型態。本研究將消費者屬性分為三構面：品質知覺構面、價格導向構面與便利導向構面，來探討對於購買意願之影響。
本研究以汽車產業為研究標的，探討兩岸消費者屬性對購買意願影響之跨域比較。研究方式採紙本問卷發放，發放地區為中國大陸華中、華南等東南沿海城市與臺灣，兩岸各發放300份，總計600份。
本文研究發現如下：一、品質知覺構面與價格導向構面二項消費者屬性對購買意願具顯著影響。二、台灣消費者與大陸消費者在汽車產業消費者屬性對購買意願之影響程度並無顯著差異。
上述研究結果所得之管理意涵為：兩岸汽車業者針對顧客購買意願之調查，應將品質知覺構面與價格導向構面二項消費者屬性列入考量。另外，兩岸消費者屬性對汽車購買意願的影響程度差異並不顯著，這與一般行銷策略的認知有所不同。
Consumer attributes are the cognitive structure and consumption patterns of consumers in terms of consumption and shopping orientation. This study is based on three construct of consumer attributes: quality perceived, price orientation and convenient orientation.
The study takes the car industry as the research target and explores the cross-domain comparison of influence of purchase intention on cross-strait consumer attributes. In this study, the questionnaire surveys were distributed to the southeast coastal, central and south of the mainland of China and Taiwan for date collecting. The survey contains the consumer attributes, purchase intention and control variable. There are 300 copies of the survey were distributed to each country, total 600 copies were distributed. This paper investigates and analyzes the automobile consumer in Taiwan and China mainland to understand the difference between consumers from Taiwan and China and the impact on the consumer attributes to their purchase intention.
There are two fact were found in this research: First, quality perception facet and price orientation facet, these two consumer attributes have significant impact on purchase intention. Second, there is no significant difference between consumers from Taiwan and China on the impact of consumer attributes to purchase intention.
The management results from the above the research are: The survey of the consumer purchase intention for the automobile industry from Taiwan and China, quality perception facet and price orientation facet, these two attributes need to be considered. In the other hand, there is no significant difference between consumers from Taiwan and China on the impact of consumer attributes to purchase intention, which is different from the general marketing strategy.
