消費者對於電動機車購買意圖之研究

近年來氣候變遷日益嚴峻，不少國家為了達成節能減碳、降低污染的目標，制定許多相關政策，如：許多歐洲國家宣布未來將禁售燃油車，而臺灣不論民間或政府企業也非常關注環保議題。行政院早於2009年核定電動機車產業發展推動計畫，但礙於早期電動機車性能不佳，無法滿足消費者的需求與期待，因此銷量不見起色；2015年Gogoro 1問世，推翻了電動機車的既有形象，補助數量於隔年首次破萬；2017年Gogoro 2上市後，又掀起一波熱潮；2019年時，創下補助超過十七萬輛的佳績；2020年，疫情肆虐全球，導致全球景氣低迷、油價下跌，電動機車銷量也因而受到影響，但仍有近十萬輛的銷量，若排除2020年不確定因素的干擾，電動機車整體銷量仍呈現成長的趨勢。在這持續成長的電動機車市場中，究竟哪些關鍵因素會影響消費者的購買意圖，是各家廠商所需關切的重要議題。　　本研究將 Oliver (1997, 1999) 提出的忠誠模型加以修正，以臺灣電動機車市場的消費者作為研究對象，探討產品優勢（性能設計）、產品優勢（環境友善）、個人偏好（環保意識）及社會支持是否會影響消費者對電動機車的購買意圖，抑或是須經由滿意加以中介才會使消費者產生購買意圖。　　本研究以結構方程模式進行分析，發現產品優勢（性能設計）及產品優勢（環境友善）與社會支持會顯著影響消費者購買意圖的產生，而個人偏好（環保意識）則不具顯著影響力。另外，在產品優勢（性能設計）及產品優勢（環境友善）與社會支持影響購買意圖形成的過程中，滿意確實扮演著相當重要的中介角色。

關鍵字

電動機車；忠誠；產品優勢；個人偏好；社會支持；滿意；購買意圖

並列摘要

In recent years, climate change has become increasingly severe. Relevant policies have been formulated in many countries to attain energy conservation, carbon reduction and pollution reduction. The European Parliament has passed the bill that in the future, fuel cars will be forbidden from the market; environmental issues have also been a concern to private or government and enterprises in Taiwan. The Executive Yuan has approved the electric scooter industry development promotion plan since 2009. The dysfunction of the electric scooters in early stage however, could not meet the needs and expectations of the consumers, the sale wasn’t impressive. In 2015, Gogoro 1 was launched, the sale exceeded 10,000 the next year, successfully breaking the inherent concept that people used to have. Two years later, Gogoro 2 made waves once again. In 2019, more than 170,000 electric scooters have been sold. Although the next year, 2020, the pandemic ravaged the world, resulting in a downturn in the global economy and a drop in oil prices, which affected the sales of electric scooters, there are still nearly 100,000 of sales. Should the uncertain factors excluded in 2020 will the overall sales of electric scooter still show growth. In this growing electric scooter market, what affects consumers’ purchase intentions is major subject that manufacturers need to be concerned about. 　　The study modifies the loyalty model proposed by Oliver (1997, 1999), it takes the consumers as object, and discusses if product superiority (performance design), product superiority (environmental friendliness), personal fortitude (environmental awareness) and social support will affect consumers’ purchase intention for the electric scooters, or satisfaction has to play the intermediate role affecting consumers’ purchase intention. 　　With analysis of structural equation modeling (SEM), we have discovered that consumer product superiority (performance design), product superiority (environmental friendliness), and social support can significantly affect consumers’ purchase intention, while personal fortitude (environmental awareness) have no significant impact. In addition, in the process where product superiority (performance design) and product superiority (environmental friendliness) and social support influence the formation of purchase intention, satisfaction does play an important intermediate role to consumers’ purchase intention toward electric scooters.