- 會議論文
以科技接受模式分析消費者使用電動車之意圖：以特斯拉為例
Technology Acceptance Model to Analyze Consumers' Intention to Use Electric Vehicles: Taking Tesla as an Example
摘要
研究背景：電動汽車是一種環保的運輸方式，專家學者認為全球電動汽車的使用率可能是減少二氧化碳是否能達到既定目標的關鍵指標。在台灣，目前售價、銷售量、最吸睛也最具話題性的是特斯拉電動車。然而，目前針對特斯拉電動車（或其它電動車種）的社會科學研究並不多。研究目的：本研究旨在運用科技接受模式架構，探討「知覺有用性」與「知覺易用性」對於消費者在電動車使用意圖之影響。研究方法：本研究以自行發展問卷，針對特斯拉電動車使用者進行調查，採立意抽樣原則，共回收230份問卷，並使用結構方程模式進行驗證分析。研究結果：科技接受模式中的各項路徑研究假設都獲得支持，知覺易用性正向影響知覺有用性；知覺易用性正向影響使用態度；知覺有用性正向影響使用態度；知覺有用性正向影響行為意圖；使用態度正向影響行為意圖。此外，在背景變項上，僅年收入會影響行為意圖。研究結論：（a）科技接受模式可正確解釋特斯拉電動車使用者的意圖、（b）使用特斯拉電動車的消費族群偏向高收入者；但收入偏低者會影響是否願意再購入特斯拉電動車及（c）電動車的其它個人背景變項，如性別、年齡、學歷、職業並不會影響科技接受模式中的任何一項元素。
並列摘要
Background: The electric vehicle is an environmentally friendly mode of transportation. Experts and scholars believe that the global adoption rate of electric vehicles may be a key indicator of whether the reduction of carbon dioxide can achieve the set goals. In Taiwan, the current price, sales volume, the most eye-catching and the most topical is the Tesla electric car. However, the social science research on the Tesla electric car (or other electric vehicles) is limited. Purpose: The study aimed to use a technology acceptance model to investigate the effect of perceived usefulness and perceived ease of use on consumers' intention to use electric vehicles. Methods: Based on a convenience sampling, the study use the self-developed questionnaire to survey Tesla car owners. To test research hypothesis, 230 survey responses were analyzed by a structural equation model. Results: All research hypotheses in the technology acceptance model were supported. The perceived ease of use positively affected the perceived usefulness; the perceived ease of use positively affected the use attitude; the perceived usefulness positively affected the use attitude; the perceived usefulness positively affected the behavioral intention; the use attitude positively affected behavioral intention. In addition, among background variables, only annual income affected the behavioral intention. Conclusion: (a)The technology acceptance model can be accurately used to explain the intention of Tesla electric car owners, (b) Tesla electric car owners were high-income earners; but low-income owners among them will affect whether they are willing to buy Tesla car again and (c) other personal background variables, such as gender, age, education, occupation did not affect any elements in the technology acceptance model.