标题: 结合计画行为理论与新产品采用模型 探讨消费者对纯电动车之使用意图
Examining Consumer behavior toward Pure Electric Vehicle Based on a Model integrating Theory of Planned Behavior and New Product Adoption Model
作者: 周敬烈
Chou, Ching-Lieh
丁承
Ding, Cherng
经营管理研究所
关键字: 智慧电动车计画;纯电动车;计画行为理论;新产品属性;知觉风险;环保意识;PPFIEV;PEV;TPB;New product attributes;Perceived risk;Green attitude
公开日期: 2013
摘要: 地球暖化的问题日益严重,人们的环保意识逐渐抬头,且油价不断飙涨,甚至有能源枯竭的危机,因此,近年来全球掀起了一股电动汽车的热潮,而其中又以使用电池来运作的零炭排放量纯电动车(Pure Electric Vehicle,PEV)最为环保。我国也趁势搭上了这股热潮,政府在台积极推广智慧电动车计画已达3年,期间催生了11家电动车厂商,诞生了300辆电动车参与政府所主导的电动车先导运行计画,但截至目前,纯电动车仍然无法上市,因此目前纯电动汽车对一般民众的销售成绩仍然挂零。在纯电动车尚未量产并贩售给一般民众之前,本研究欲观察一般大众对纯电动车的接受程度,提供管理意函给业界参考。故本研究将以 Ajzen 的计画行为理论(TPB)为基础,并纳入“新产品属性”、“知觉风险”及“环保意识”等构念,探讨消费者对纯电动车的使用意图。研究结果显示,主观规范、知觉行为控制及使用态度会正向影响消费者对于纯电动车的使用意图,新产品属性则会影响消费者对于纯电动车的使用态度与使用意图,知觉风险则会负向影响消费者对于电动车的知觉行为控制与使用意图,而环保意识对于消费者采用电动车的使用态度与使用意图则没有显着的影响。
With global warming worsening, the awareness of environmental consciousness rises. Besides, the oil price keeps raising, which induces energy depletion crisis. Consequently, electric vehicle market is now in a rapid growth on a global scale in recent years. Especially pure electric vehicle (PEV), which is zero carbon emissions type of electric vehicle and operated as all-electric vehicle, is the most environmentally friendly. Thus, Taiwanese government formed a government-led electric vehicle program, named pilot project for intelligent electric vehicle (PPFIEV), in order to seize this opportunity to catch up with the trend of electric vehicle market. PPFIEV has been actively promoting since three years ago. As result of PPFIEV, Taiwanese government has helped initiating 11 electric vehicle manufacturers and produced 300 electric vehicles. However, pure electric car still yet to be commercially marketed and the sales performance among of private sector are still placed at zero. This paper aims to observe acceptability of electric vehicles by the general public before mass production of PEV is taking place to the private sector. Therefore, the study will apply Ajzen's theory of planned behavior (TPB) incorporate with "new product attributes", "perceived risk", "green attitude" and other paradigms to discuss the consumer's intention of purchase pure electric vehicles. According to this study indicated that "subjective norm", "perceived behavioral control" and "attitude toward the behavior" will positively affect consumers’ "behavioral Intention" to purchase of pure electric vehicle, "the new product attributes" will affect consumers' "attitude toward the behavior" and "behavioral Intention" to purchase of pure electric vehicle. "Perceived risk" will negatively affect consumers' "perceived behavioral control" and "behavioral Intention" toward the purchase of pure electric vehicle, yet there has been no statistically significant on "green attitude" in relation to attitude toward the behavior "and "behavioral Intention". promoting since three years ago. As result of PPFIEV, Taiwanese government has helped initiating 11 electric vehicle manufacturers and produced 300 electric vehicles. However, pure electric car still yet to be commercially marketed and the sales performance among of private sector are still placed at zero. This paper aims to observe acceptability of electric vehicles by the general public before mass production of PEV is taking place to the private sector. Therefore, the study will apply Ajzen's theory of planned behavior (TPB) incorporate with "new product attributes", "perceived risk", "green attitude" and other paradigms to discuss the consumer's intention of purchase pure electric vehicles. According to this study indicated that "subjective norm", "perceived behavioral control" and "attitude toward the behavior" will positively affect consumers’ "behavioral Intention" to purchase of pure electric vehicle, "the new product attributes" will affect consumers' "attitude toward the behavior" and "behavioral Intention" to purchase of pure electric vehicle. "Perceived risk" will negatively affect consumers' "perceived behavioral control" and "behavioral Intention" toward the purchase of pure electric vehicle, yet there has been no statistically significant on "green attitude" in relation to attitude toward the behavior "and "behavioral Intention".
URI: http://140.113.39.130/cdrfb3/record/nctu/#GT070153743
http://hdl.handle.net/11536/75398
显示于类别:Thesis