環保態度、政府政策誘因與消費者知覺價值對電動機車購買意願之影響

The Effect of Environmental Attitude, Government Policy Incentive, and Consumer Perceived Value to Purchase Intention of E-scooter

耿 捷(Chieh Keng)

指導教授 ： 蔡政言

共同指導教授 ： 賴錦璋

淡江大學/商管學院/國際行銷碩士在職專班/碩士(2020年)

https://doi.org/10.6846/TKU.2020.00078

摘要

行政院於2017年12月21日通過的『空氣汙染防制行動方案』，主要目標是加速並確實解決國內空氣污染的問題，其中幾項指標性目標政策，包含2019年空汙紅害減半、 2030新購公務車及公共運輸巴士全面電動化、2035年新售機車全面電動化、2040年新售汽車全面電動化。以實際面來看，電動機車在台灣發展至今已經正式進入第十年，在技術不斷創新以及各車廠不斷推出新車款搶市外，政府也積極扶植國內產業鏈並提供高額補助金，預估在今年2019年底前電動機車總銷售量將突破八萬輛，而累計總銷售量將可超過250,000輛。
而在此同時，全台在2019今年6月底為止，傳統燃油機車的總登記數量則來到13,895,902輛，較去年同期每百人之機動車輛比例還增長了0.1%(資料來源 交通部公路總局)，汽油/電動機車比例來到了將近56/1的比例，顯示電動機車成長空間還相當大。本研究著眼於攸關消費者購買電動機車的有用性及易用性的知覺價值，再加上消費者本身的環保態度及政府的政策誘因，是否可持續提升民眾的購買意願加以探討，並利用IBM SPSS Statistics 22.0軟體進行分析，除了希望產業鏈能夠提升相關開發技術，並能將各品牌形成策略聯盟。朝向價格親民化，增加其使用便利及普及化，也希望作為政府訂定相關政策的參考，增加電動機車及其相關產業的全球競爭力。本研究結果如下：
1. 民眾的環保態度對知覺價值有正向影響
2. 民眾的環保態度對購買意願有正向影響
3. 政府的政策誘因對知覺價值有正向影響
4. 政府的政策誘因對購買意願有正向影響
5. 消費者知覺價值對購買意願有正向影響
關鍵字：知覺價值、環保態度、政府政策誘因、購買意願、電動機車

關鍵字

知覺價值 ； 環保態度 ； 政府政策誘因 ； 購買意願 ； 電動機車

並列摘要

The Executive Yuan had approved draft amendments to the Air Pollution Action Plan on 2017/12/21. The Major tasks and targets are to solve the air pollution issue urgently and indeed. Some major subjects include as below: 2019 50% reduction in red alert on 2019. Government-owned vehicles and public transportation buses by electric on 2030. And then Banning of new non-motorbikes on 2035, and also banning sales of new petrol-engine on 2040. The history of E-scooter have been developed for more than 10 years. Every brand continue to innovate in technology and continue to launch new car models to grab the market, The government also actively supports the domestic industrial chain and provides high subsidies, It is estimated that the total sales numvebs of E-scooter will exceed 80,000 units by the end of 2019 this year, and the cumulative total sales numbers will exceed 250,000 units. At meantime to the end of June of 2019. The total registered number of traditional fuel motors came to 13,895,902, Compared with the same period last year, the proportion of motor vehicles per 100 people also increased by 0.1%, Gasoline / E-scooter ratio came to nearly 56/1. It shows that the space for growth of e-scooter is still quite large. This study focuses on the perceived value of consumers buying e-scooter,and also include the attitude of environmential and government policy, Discuss whether it is sustainable to increase people's purchase intention.Also use IBM SPSS Statistics 22.0 to analyze. In addition to the hope that the industry chain can enhance relevant development technologies and form strategic alliances with brands.Towards people-friendly prices, increasing its convenience and popularity, Also hope to serve as a reference for the government to formulate relevant policies To increase the global competitiveness of e-scooters and related industries. The results of this study are as follows:

1. The public ’s environmental attitude has a positive impact on perceived value
2 The public's environmental attitude has a positive impact on purchase intention
3. Government policy incentives have a positive effect on perceived value
4. Government policy incentives have a positive effect on purchase intention
5. Consumer perceived value have a positive effect on purchase intention
Key words: perceived value、Environmental attitude、Government policy incentives、 Purchase intention、E-scooter.

並列關鍵字

Environmental Attitude ； Government Policy Incentive ； Perceived Value ； E-Scooter ； Purchase Intention.

參考文獻

Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50. doi: 10.2307/3151312

一、 中文文獻

王志瑋(2019)。低碳知識與政府政策誘因對電動機車購買意圖之影響-以理性行為理論為基礎。國立屏東大學國際貿易學系碩士班碩士論文，未出版，屏東市。

王清梅、張筱倩、張慧萍、潘志偉(2012)。促銷模式對消費者促銷知覺價值與購買意願之研究。管理研究學報，12(1)，59-91。Doi:10.6626/MR.2012.12(1).03

王業俊、郭芳智、張世其(2014)。消費者油電混合車知覺價值對購買意願影響之研究。管理資訊計算，3，304-317。Doi：10.6285/MIC.3(1)/S.25。