探討消費者創新抵制的形成因素 － 以電動汽車為例

全球近年來正面臨了資源及能源短缺的衝擊，各國在追求經濟成長的同時也不斷強調環境永續發展的重要性，此時，綠能創新產業成為發展的趨勢。在未來石油短缺及碳排放過高的情況下，電動汽車的發展是必經之路。而台灣地狹人稠，汽車與機車的密集程度過高，排放的溫室氣體相當可觀，與汽柴油汽車相比，電動車減少碳排放量及節省能源是對環境保護最大的優勢，且台灣的綠能與電動汽機車政策推動多年，而電動機車的銷售近年來成長快速，反觀電動汽車在台掛牌率不到1%，在市場反應上不佳，表示顧客對於電動汽車尚有疑慮，本研究進而推估顧客對於電動汽車有創新抵制的情形，並對此進行近一步的探討。因此，本研究要去了解顧客對電動汽車所存在創新抵制之因素，並從顧客的角度去探討最直接的創新抵制因素，希望瞭解顧客對電動車這項綠能創新產業的接受度，進一步分析顧客的知覺障礙、知覺價值是否與創新抵制相關，希望可以提供台灣電動汽車未來發展競爭的有效建議。本研究運用Ram and Sheth (1989)創新抵制理論模型為基礎，以「創新抵制」為依變數，「價值、使用、風險、傳統信念、印象」障礙與「人口統計變數」、「知覺價值」為自變數並以問卷調查進行研究驗證。研究結果顯示價值障礙、傳統信念障礙與電動汽車之創新抵制有顯著性(p<0.05)，使用、風險及印象障礙無顯著之差異。在不同平均月收入對創新抵制具有顯著性。而知覺價值對於創新抵制無顯著性。最後整理出研究結果並提出改進與建議，以提供未來政策推動、相關研究及產業發展之參考。

關鍵字

電動汽車；創新抵制因素；知覺障礙；知覺價值

並列摘要

In recent years, the world is facing the impact of resource and energy shortages. While pursuing economic growth, countries continue to emphasize the importance of environmental sustainability. At this time, green energy innovation industry has become a development trend, because of oil shortages and carbon emission issues in the future. Therefore, the development of electric vehicles is the only solution. Compared with gasoline and diesel vehicles, electric vehicles reduce carbon. Emissions reduction and energy conservation are the biggest advantages for environmental protection, and Taiwan's green energy and electric motorcycles and vehicles policies have been promoted for many years, while the sales of electric motorcycles have grown rapidly in recent years. In contrast, electric vehicles have a listing rate of less than 1% in Taiwan. The poor response indicates that the customer is still dissatisfied with the electric vehicles；therefore , this study investigates the customer's innovative resistance to the electric vehicle, and further explores this question. Therefore, this study is to understand the factors of customer's innovation resistance to electric vehicles, and to explore the most direct innovation resistance factors from the customer's point of view, hope that customers will further accept electric vehicles. This study investigates whether customers perceived obstacles and perceived value is related to innovation resistance, hopes to provide effective suggestions for the future development of electric vehicles in Taiwan. This study is based on innovation resistance model proposed by Ram and Sheth (1989). In this research, we will take the innovation resistance as the dependent variable while the independent variables are the perception barriers (value, usage, risk, tradition, image). The survey generated the following findings on innovation resistance: the value, tradition are the significant disturbances (p<0.05)。

並列關鍵字

electric vehicle ； innovation resistance factor ； perception barrier ； perceived value

參考文獻

Bagozzi, R. P., & Burnkrant, R. E. (1979). “Attitude organization and attitude-behavior relationship”, Journal of Personality and Social Psychology, 37(1), 913-929.

Google Scholar

Barr, S and Gilg, A. (2006), Sustainable lifestyles: Framing environmental action in and around the home Geoforum, 37(6), 906-920.

Google Scholar

Creswell, J. (2002). Educational research: Planning, conducting, and evaluating Quantitative and Qualitative research. Upper Saddle River, NJ: Merrill Prentice Hall.