影響電動機車購買決策因素之研究

Research on Factors Affecting Electric Scooter Purchase Decision

葉坤霖 ； 李家嫻

《圖文傳播藝術學報》 2020 (2020/04) Pp. 289-297

摘要

為了解影響民眾選擇電動機車的條件與使用目的等相關因素，故本研究以計畫行為理論（Theory of Planned Behavior, TPB）為研究架構基礎，藉由問卷設計、SPSS分析統計，驗證「影響電動機車購買決策因素」之模式，並找出相關顯著因素，以供後續電動機車推廣之學者及業者作為參考依據。研究發現態度上喜愛新奇時髦、熱愛都市等者，分別對於電動機車保養價格、政府提供之補助政策等題項具有統計上顯著性相關。主觀規範表現上越是了解電動機車產品相關知識或在意品質的消費者對於電動機車月租費用、補助優惠、政府政策等皆無顯著性相關，顯示上述題項皆不影響消費者購買電動機車。行為控制知覺中支持政府應劃設電動機車專用停車格、認同政府應培訓非電動機車經銷商者等，分別對於品牌形象、買東西會貨比三家、政府補助優惠等題項，具有統計上顯著性相關。

關鍵字

電動機車Electric scooter ； 購買決策purchasing decision ； 行為意向behavioral intention ； 計畫行為理論theory of planned behavior

並列摘要

The reasons we choose this research is try to understand the factors which will effect people to choose the electric scooter and purchase. This study is base on Theory of Planned Behavior (TPB), then designs questionnaire, SSPS, analysis statistics to verify the pattern of the factors which will effect purchasing decision. Find out the major factors which will effect purchasing the electric scooter and be used as a reference for scholars, practitioners in the promotion of electric scooters. Research shows factors that attitude towards fashion, city life style etc, who is influential in group, caring the maintenances cost and the subsidy from government have highly related to the pattern of the research. In Subjective Norm, people who know the product's information or pay attention to the quality will not effect the purchasing decision for the monthly fee, government's policy and subsidizes. In perceived behavioral control, people who support government should plan for the parking spaces which electric scooter only, agree government should train non-electric motor dealers ect, are significant related to the factors that paying attention to brand image, people who thinking before purchasing and concern about the subsidy from government.