消費者對電動機車購買意圖之研究

近幾年來全球暖化、臭氧層遭受損壞、酸雨的蔓延等環境問題，民眾開始逐漸關注生活周遭，並開始思考與環境之間的關係，台灣也存在空氣污染的問題，為改善此一問題，政府希望先透過推廣電動機車，期能降低交通工具所產生之汙染。本研究以消費者對於電動機車之購買意圖作為研究議題，並運用TAM模型來探討消費者對於電動機車的知覺有用性、知覺易用性、新環境典範、使用態度、主觀規範及政府政策是否會影響其購買意圖。本研究藉由問卷工具及網路調查，透過非機率抽樣當中的便利抽樣以獲得所需之原始資料，在413份回收問卷當中得出有效問卷334份，有效問卷回收率為80.87%。之後，在暸解受訪民眾在人口變數方面的分配情形後，接著藉由PLS-SEM以檢定本研究所建立之各項假說。實證結果顯示，受訪者對於電動機車的知覺有用性、知覺易用性、使用態度、主觀規範及政府政策等變數皆會正向影響受訪者的購買意圖；至於受訪者對於環境看法的新環境典範該項變數對於購買意圖的影響程度則不明顯。

關鍵字

政府政策；科技接受模型；電動機車；購買意圖

並列摘要

In recent years, environmental issues such as global warming, ozone layer destruction, and diffusion of acid rain have caused the public gradually pay attention to their surroundings and begin to think about their relationship with the environment. At present, there is also a problem of air pollution in Taiwan. To improve this problem, the government hopes to decrease the pollution caused by transportation with promoting electric vehicles. This study chose consumers' purchase intentions for electric motorcycle as the research topic, and uses the TAM model to discuss whether perceptual usefulness, perceived ease of use, the new environmental paradigm, attitude, subjective norms, government policies affect consumers’ purchase intentions for the electric motorcycles. In this study, we acquired primary data from questionnaire and internet investigation through convenience sampling in non-probabilistic samplings. We received 413 raw data and 334 valid questionnaires, the effective rate was 80.87%. After understanding the distribution of respondents in terms of demographic variables, we used PLS-SEM to verify the various hypotheses established in this study. The empirical results show that consumers 'perceived usefulness, perceived ease of use, attitude, subjective norms, government policies positively influence purchase intention for the electric motorcycle. As for the new environmental paradigm of the respondents' opinion about the environment, the influence of this variable on the purchase intentions is not obvious.