在全球經濟快速發展的時代,企業大多追求高獲利、高發展,而忽略了對環境所造成的傷害。現今全球環保意識興起,使得許多產業開始生產對環境有益的產品,隨著經濟的快速發展,日益增加的汽車數量在行駛過程中所排放的廢氣更加重了地球生態環境的負擔,因此生產有效降低環境污染,且又能提升動力的汽車,儼然成為各車廠研發產品的目標,環保節能車幾乎已是未來的趨勢。目前市面上以油電混合車最為國內民眾所熟悉,油電車款的流通率也較其他環保節能車款更為廣泛,故本研究以油電混合車為研究對象,探討國人對於油電混合車的知識、涉入程度、態度及購買意願之間的關係。 本研究透過問卷設計以瞭解受訪者對油電車的看法,實證結果顯示,不同涉入程度的受訪者對產品知識、NEP有顯著影響;產品知識會正向影響受訪者對油電車的態度;NEP僅部分有顯著影響,受訪者對油電車的態度對購買意願也達顯著的影響效果。
In the era of global economics fast develop, most enterprises pursuit for high profits and developments, but ignore the environmental damage. Now, the rise of global environmental awareness makes many industries start to produce environmentally friendly products. With the rapid economic development, the exhausted gas from the moving process of the increasing number of cars adds heavier burden to the global environment. Therefore, producing the cars which can effectively reduce environmental pollution and enhance the power, becomes the research and design goal of each depot. Green energy cars almost becomes a trend in the future. Hybrid vehicles are the most familiar to the domestic public, furthermore, the circulating rate of hybridvehicles is more widespread than other environmentally friendly vehicles. Consequently, this research chooses hybrid vehicles as the research object to explore the relationship between the domestic public’s knowledge, degree of involvement, attitude and purchase intention of hybrid vehicles. This research finds out the following viewpoints in views of hybrid vehicles through designing and distributing questionnaires. The empirical results show that interviewees with different degrees of involvement have significant influence on the product knowledge. NEP and product knowledge will positively affect interviewees’ attitude to hybrid vehicles, whereas NEP has partly significant influence. Interviewees’ attitude to hybrid vehicles also has significant influence on purchase intention.