- 學位論文
運用計畫行為理論與環境相關變數探討電動機車購買意圖-以Gogoro為例
Applying the Theory of Planned Behavior and Environmental-Related Variables to Explore the Purchase Intention of Electric scooter - Taking Gogoro as an Example
摘要
機車為我國重要的交通工具，政府配合全球環保與節能減碳議題提供購買電動機車補助，希望民眾將來使用的交通工具換為環保的，許多國家針對電動機車給予補助，希望提升消費者電動機車購買意圖，因此探討消費者購買電動機車的重視因素是不可或缺的議題。 實證結果顯示環境關注與環境知識他們選擇能達到維護空氣品質與可以達節能減碳的態度有正向影響，而態度對將來考慮購買Gogoro購買的意圖有正向影響；至於態度、家人支持的主觀規範、購買自主性與政府補助等知覺行為控制皆對購買意圖有正向影響；然而環境關注與環境知識對購買意圖卻無統計上顯著的相關。 根據實證結果顯示政府補助可有效提升民眾購買Gogoro購買意圖，補助政策可持續進行，並在電動機車機車較少的縣市可提供適當的補助可提升地方民眾購買電動機車之意圖。提升環境關注、環境知識與Gogoro的連結，使騎乘Gogoro的態度提升可增加購買意圖。增加女性市場的推廣，女性使用Gogoro時的態度相對於男性較容易受他人支持的主觀規範影響，因此強化女性市場的推廣、服務，可有效增加女性的購買意圖。
並列摘要
The scooter is an important means of transportation in our country. The government provides subsidies for the purchase of electric vehicles in line with global environmental protection, energy saving and carbon reduction issues. It is hoped that the vehicles used by the people in the future will be replaced by environmentally friendly vehicles. Many countries provide subsidies for electric vehicles, hoping to increase consumer purchases intentions of electric vehicles. It is an indispensable topic to explore the factors that consumers value when buying electric scooter. The empirical results show that their environmental concern and environmental knowledge have a positive impact on their attitude towards maintaining air quality and achieving energy saving and carbon reduction, and their attitude has a positive impact on their intention to consider buying Gogoro in the future. Attitude, subjective norm supported by family members, purchase autonomy, government subsidies and other perceived behavioral control all have a positive impact on purchase intentions. Environmental concern and environmental knowledge have no statistically significant correlation with purchase intention. The empirical results show that government subsidies can effectively increase people's intention to purchase Gogoro. The subsidy policy can be carried out continuously. Appropriate subsidies can be provided in counties and cities with fewer electric scooters, which can increase local people’s intention to buy electric scooters. Enhancing the link between environmental concern, environmental knowledge and Gogoro, and raising the attitude of riding Gogoro can increase purchase intentions. Increase the promotion of the female market. Compared with men, women’s attitudes when using Gogoro are more likely to be affected by the subjective norm supported by others. Therefore, strengthening the promotion and service of the female market can effectively increase women’s purchase intentions.