電動機車消費者滿意度之研究--以GOGORO為例

在現代提倡環保需求的年代，需要替代性且可回復的再生性能源。電動機車在政府政策的推動下，能夠持續的增加市場的比例，提高電動機車市場的佔有率，逐步的取代燃油摩托車，達到政府每年所訂的減碳排放目標量，本研究以「心流理論」為基礎，分析電動機車GOGORO的消費者滿意度，期能了解民眾對電動機車之接受程度，藉以檢視政府施政目標之達成度。本研究皆在探討電動機車使用者的消費者滿意度、心流體驗，研究法採問卷調查法，實際親赴電動機車行現場，以便利抽樣發放問卷，共計回收199份有效樣本。本研究結果發現：1.不同背景的電動機車使用者，其心流體驗有顯著差異化；2.不同背景的電動機車使用者，其滿意度有顯著差異化；3.心流體驗好壞會正向影響顧客滿意度。

關鍵字

電動機車；心流體驗；顧客滿意度； GOGORO

並列摘要

In the modern era of environmental protection, alternative and renewable energy sources are needed. It is hoped that the market share of electric motorcycles will continue to increase under the government's policy to increase the market share of electric motorcycles and gradually replace fuel motorcycles in order to achieve the annual carbon emission reduction target set by the government. This study was conducted to investigate the consumer satisfaction and experience flow of motorcycle users. Actual on-site visits to motorcycle shops to facilitate the distribution of questionnaires a total of 199 valid samples were collected. The results of this study revealed that: 1. there is a significant difference in the experience flow of Electric Motorcycle users from different backgrounds; 2. there is a significant difference in the satisfaction level of Electric Motorcycle users from different backgrounds; and 3. the good or bad experience flow positively affects the customer satisfaction level.