近年隨著經濟成長,國際原油存量快速下滑,全球在京都議定書的制定後,共同關注於減低溫室氣體排放,為因應全球能源耗竭及環境問題,台灣極力尋求傳統石化燃料之外的替代性能源,尤其重視替代能源車的開發。而替代能源車對消費者的購買意願如何是值得深入研究,以作為府推動政策的參考。 本研究採用計畫行為理論(theory of planned behavior, TPB)探討實用價值、主觀規範、知覺行為控制對於行為意向的影響,此外,進一步了解政府獎勵政策與個人環保信念的影響程度。針對台灣民眾以雪球抽樣 389 份有效問卷進行分析。本研究以結構方程模式之驗證性因素分析來評估模式的信度與建構效度並驗證研究假說。 研究的分析結果指出,政府獎勵政策對於實用價值、主觀規範、知覺行為控制有顯著的正面影響;而個人環保信念僅對於實用價值有顯著正面影響,個人環保信念對於主觀規範與知覺行為控制則不具影響力。這意味消費者選購電動汽車受到政府獎勵政策比個人環保信念的影響更為重要。因此,本研究建議政府應提出更有利的獎勵政策,才能有效提升消費者的購買意願。
With the economic growth and rapid drying up of world oil reserve, the global focus is on the reduction of emission of greenhouse gas after the proposal of Kyoto Protocol. Taiwan committed to find alternative energy sources different from thetraditional fossil fuels, with particular emphasis on alternative energy vehicles development. In order to promote the policy, it is need to realize the intention and attitude of consumer to buy alternative energy vehicles.Usingthe theory of planned behavior (theory of planned behavior, the TPB) to investigate the utilitiarn value, subjective norm, perceived behavioral control on behavioral intention, in addition, to further understand the impact of government incentive policies and personal environmental belief, the present study collected 389 copies valid questionnaire by snowball sampling in Taiwan.Confirmatory factor analysis with structural equation modeling was applied in this study, the results indicated that government incentive policies have positive effect on utilitiarn value, subject norm, perceived behavior control.Personal environmental belief has significant positive effect only on utilitiarn value and has no effect on subject norm and perceived behavior control. This implies that consumers to buy electric vehicles by government incentives weremore important than the impact of personal environmental belief. Therefore, it can be suggested that to promote the marketing and market electric vehicles should be focused on government incentive policies. Keywords: decomposed theory of planned behavior, electric vehicles, personal environmental belief, government incentive policy.