本研究旨在探討台灣外匯進口車市場之發展趨勢與消費者行為特性，分析消費者在選購外匯車時的主要考量因素、資訊來源、信任機制與品牌偏好，並進一步探討市場制度與售後服務之挑戰。研究採質性研究方法，以深度訪談方式蒐集資料，受訪對象包含外匯車商、相關從業人員及實際購車消費者共五位，透過主題歸納分析法整理主要觀察結果。
研究結果顯示:外匯車市場在近年呈現穩定成長趨勢，消費族群逐漸由高端收藏者轉向中產階級與家庭型買家。消費者購車的主要動機來自價格與配備優勢，期望以合理成本取得高階品牌車款。資訊來源以 YouTube 試駕影片、社群媒體與第三方車況報告平台為主，顯示購車行為明顯數位化。研究亦發現:信任與資訊透明為影響購買意圖的核心因素，消費者對車況報告與車商誠信的信賴程度，直接左右其購買決策。此外，品牌偏好在消費行為中扮演重要角色，德系豪華品牌仍為主要選擇；然而，多數消費者對售後維修與保固服務的信任仍不足，顯示市場仍需建立完善的售後制度。

This study aims to examine the development trends and consumer behavior characteristics in Taiwan's foreign exchange imported vehicle market. It analyzes key factors, information sources, trust mechanisms, and brand preferences influencing consumers when purchasing foreign exchange vehicles, while further exploring challenges related to market systems and after-sales service. Employing a qualitative research approach, data was collected through in-depth interviews with five participants: foreign exchange car dealers, industry professionals, and actual consumers. Key findings were organized using thematic analysis.

Results indicate the foreign exchange car market has shown steady growth in recent years, with the consumer base gradually shifting from high-end collectors to middle-class and family buyers. The primary motivations for consumers purchasing these vehicles stem from price and equipment advantages, with the expectation of acquiring high-end brand models at a reasonable cost. Information sources primarily include YouTube test drive videos, social media, and third-party vehicle condition report platforms, indicating a clear shift toward digital purchasing behavior. The study also found that trust and information transparency are core factors influencing purchase intent. Consumers' level of trust in vehicle condition reports and dealer integrity directly influences their purchasing decisions. Furthermore, brand preference plays a significant role in consumer behavior, with German luxury brands remaining the primary choice. However, most consumers still lack sufficient trust in after-sales maintenance and warranty services, indicating the market requires the establishment of a comprehensive after-sales system.

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