汽車駕駛人使用行車記錄器意向與影響因素之研究

Abstract

本研究之目的在探討影響民眾對於使用行車記錄器之意向以及其影響因素。本研究利用計畫行為理論(TPB)來檢驗主觀規範、知覺行為控制以及態度對於使用意向之影響，並根據行車記錄器之特性加入事故風險趨避以及代價付出意願加以探討。本研究針對台北地區449位有駕駛經驗受測者之量測資料，透過差異性分析各構面與受測者社經背景的關係，並利用結構方程模式進行路徑分析。研究結果顯示，知覺行為控制與態度為主要影響之因素，而事故風險趨避則會強烈影響態度。本研究建議可針對知覺行為控制以及態度構面發展行銷策略，並凸顯「事故麻煩」來強化對於事故風險趨避傾向。

This study was conducted to explore the factors that influence drivers’ intention of using driving video recorder. Based on the theory of planned behavior (TPB), this study explored how the constructs of subject norm, attitude, and perceived behavior control affect drivers’ intention to use driving video recorder. Furthermore, this study tried to add two constructs of “traffic risk aversion” and “willingness to pay” into the model. The Structural Equation Model (SEM) was then used to verify the paths between the constructs. The study results indicate that attitude, perceived behavior control, subject norm and willingness to pay all influence drivers’ intention of using driving video recorder, and traffic risk aversion significantly affects attitude. Some marketing strategies to promote driving video recorder are also suggested based on the findings of study results.