以先驅使用者傾向、科技接受、成本考量及市場成熟度探討電動車之消費行為分析

隨著大眾對環保意識及低碳節能的觀念逐漸提升，同時，政府也制定嚴格的環保法規下，車廠開發低汙染綠能車已是目前趨勢。其中，綠能車也分為許多不同種類，隨著這幾年純電動車發展越來越普及、市場能見度也增加，因此，本文主要探討消費者對電動車的購買意願分析。本研究主要目的，在於利用先驅使用者傾向(Lead User)、科技接受度(Technology Acceptance Model)及市場成熟度等其他成本考量來探討消費者對電動車之購買意願的影響。本研究使用 SPSS 22.0 版作為資料分析之工具，經研究數據分析發現： 1. 當消費者的先驅使用者傾向程度越高，消費者對電動車之購買意願就會越高。 2. 當消費者認為使用電動車能對生活有幫助或是提升工作效率，消費者對電動車之購買意願就會越高。 3. 當消費者認為操作電動車是簡單、容易上手的，消費者對電動車之購買意願就會越高。 4. 當政府給予消費者適當的補助金購買電動車時，消費者對電動車之購買意願就會提高。 5.當電動車市場成熟度逐漸穩定，消費者對電動車之購買意願就會提高。關鍵字：電動車、先驅使用者傾向、前端使用者、科技接受度、購買意願

關鍵字

電動車；先驅使用者傾向；前端使用者；科技接受度；購買意願

並列摘要

As public's awareness of environmental protection, carbon reduction, and strict environmental regulations, it’s a current trend for car manufactures to develop low-pollution green energy cars. Among them, green cars are also divided into many different types. With the development of battery electric vehicles are more popular in recent years. Therefore, the study focuses on the consumer’s behavior to electric cars. The main purpose of this study is to explore the impact of consumers’ purchase intention of electric vehicles by using Lead-User, Technology Acceptance Model with market maturity and other cost considerations. This study used SPSS version 22.0 as a tool for data analysis, then we found: 1. The higher the consumers’ Lead-User propensity, the higher the consumers’ willingness to purchase the electric vehicles. 2. When consumers feel useful and efficient to their lives and works, consumers will have a higher willingness to purchase electric vehicles. 3. When consumers feel simple and easy to operate electric vehicles, consumers will have a higher willingness to purchase electric vehicles. 4. When the government gives consumers appropriate subsidies to purchase electric vehicles, consumers will have a higher willingness to purchase electric vehicles. 5. When the maturity of the electric vehicle market gradually stabilizes, consumers will have a higher willingness to purchase electric vehicles.