動機、自我建構與環境關注對消費者購買油電混合車意願之影響

Abstract

在面對環保意識抬頭與綠色永續發展議題受到重視，消費者也開始面臨在一般車與油電混合車(Hybrid vehicle)進行選擇，然而我國使用油電混合車的比例不高，本研究排除價格之因素，探討動機(利他/利己)與個人特質的自我建構(依存/獨立)及環境關注，並運用計畫行為理論模型來探討這兩項因素對於油電混合車購買意願之影響，因價格對於購買具有明確之影響。研究結果顯示，利他動機普遍來說，會有較利己動機對於油電混合車購買具有更高的行為意願，除此之外也發現自我建構的依存自我與獨立自我的高低也會影響油電混合車的購買行為意願，且當動機做為調節變項比較，則是發現在獨立自我高時更適合使用利己動機進行誘導，而環境關注的程度亦會對於油電混合車之購買具有影響。

The recent global emphasis on sustainable development and environmental consciousness has led to the rise of the hybrid vehicles in the automobile consumer market. However it's usage and purchase is not significant in Taiwan. This paper investigates the correlation of motivation type, self-construals, and environment concern with the purchase of hybrid vehicles using the Theory of Planned Behavior. Findings in this study shown that, altruistic motivation has a greater impact on behavioral intention than egoistic motivation. Moreover the degree of independent or interdependent self-construals will have notable impacts on the purchase and usage of hybrid vehicles. Also, this research also found that, the usage of egoistic motivation techniques will be more effective towards consumers with high level of independent self. Last, the degree of environment concern will also lead to higher buying intention for hybrid vehicles.