消費者對電動機車購買行為意向之研究-基於解構式計畫行為理論之分析

Determinants of Consumers' Purchasing Behavior Intentions for the Electric Motorcycle - An Analysis Based on the Decomposed Theory of Planned Behavior

蔡宇蘊(Yu-Yun Tsai)

指導教授 ： 張瑞元 ； 蔡明純

嶺東科技大學/商管學院/企業管理系碩土班/碩士(2022年)

摘要

在現今注重環境問題下，電動機車的市場越來越多人在關注，探討消費者對電動機車的購買意向也日益重要。本研究結合計畫行為理論和科技接受模型以及環境關注來探討影響消費者購買電動機車因素，透過解構式計畫行為理論探討在態度、主觀規範、知覺行為控制影響消費者的行為意向。本研究採用便利抽樣法，使用線上問卷方式進行調查，總共蒐集有效問卷257份。本研究以結構方程式模型分析方法驗證此意向模式，研究顯示，模型中主觀規範與知覺行為控制等因素對於行為意向的影響均達正向顯著，其中又以知覺行為控制因素之影響效果最大；另外，認知有用性對於態度的影響達正向顯著；主群體及次群體對主觀規範有顯著正相關影響，其中又以主群體之影響效果最大；自我效能對於消費者購買電動機車的知覺行為控制有正向顯著影響。研究建議可提供相關產業單位作為行銷策略實務之應用及後續研究參考。

關鍵字

計畫行為理論 ； 科技接受模型 ； 解構式計畫行為理論 ； 行為意向

並列摘要

With the current focus on environmental issues, more and more people are paying attention to the market of electric vehicles. It's also increasingly important to explore consumer purchase intentions for electric scooters. This study combines planning behavior theory and technology acceptance model to explore the factors that affect consumers' purchase of electric vehicles and uses decomposed theory of planning behavior to explore attitudes, subjective norms, and perceived behavioral control that influence consumers' behavioral intentions. This study adopts the convenience sampling method and conducts the survey by means of an online questionnaire. This research was collected from a total of 257 questionnaires. In this study, the structural equation model analysis method was used to verify this intention model. This research shows that model factors such as subjective norms and perceived behavioral control have positive and significant influences on behavioral intention and the influence of perceived behavioral control factors is the largest. In addition, cognitive usefulness has a positive and significant impact on attitude; the main group and subgroup have a significant positive correlation with subjective norms; the main group has the greatest impact and self-efficacy has a positive and significant effect on consumers' perceived behavioral control of purchasing electric scooters. The research recommendations can provide industry-related units as a reference for the application of marketing strategy practice and follow-up research.

並列關鍵字

Theory of Planned Behavior ； Technology Acceptance Model ； Decomposed Theory of Planned Behavior ； Behavior Intention

參考文獻

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