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  • 學位論文

以新產品屬性與知覺價值探討不同品牌純電車購買意願

Research on Purchase Intention of Different Brands of Electric Vehicles with new Product Attributes and Perceived Value

指導教授 : 陳玉鈴

摘要


2020年全球受到疫情影響,全球汽車產業銷量下滑,電動車銷售輛卻逆勢成長,EV-volumes電動車研究數據顯示,2020年全球純電動車(純電車及插電式油電混合車)銷量共324萬輛,和2019年226萬輛銷量相比成長43%,可看出電動車市場潛力。在全球市場中,能看到幾個共通點,第一,皆能看到特斯拉Model 3的銷售成功。第二,平價電動車款展現出市場潛力。第三,各國政府對電動車的政策補助,有利於加速產業的發展。接著透過不同車款的市場定位,可以發現純電車廠主要發展的兩大方向,以科技性能為取向,及降低成本以平價為取向,分別吸引不同的消費族群。本研究從上述市場觀點,選擇台灣純電車入門車款,在台灣市場上,多數為歐洲豪華品牌電動車,目前相對親民及低價的款式為特斯拉Model 3及NISSAN Leaf,故本研究選擇普遍消費者能接受的特斯拉Model 3及NISSAN Leaf 兩者進行分析,以純電車品牌的角度,探討純電車的品牌形象、新產品屬性及環境變數差異,藉此了解特斯拉Model 3在台灣成功因素,及對消費者購買意願之影響。 研究結果顯示,(1)品牌形象對購買意願皆呈現正向顯著影響,意即在消費者心中品牌形象較高者,能提升消費者對純電車的購買意願。(2)新產品屬性會對購買意願產生正向顯著影響,純電車產品所提供的技術符合多數消費者需求。(3)知覺價值會對購買意願產生正向顯著影響,純電車的科技及軟體配備帶來的附加價值,能有效提高消費者對產品的興趣。(4)環境變數對購買意願皆呈現正向顯著影響,普遍受試者很滿意純電車政策補助,有利台灣純電車產業的發展,若能有效降低純電車的價格,縮小純電車與燃油車的價差,純電車若要普及,還是需依靠平價車款推動,藉此吸引大眾消費者購買。另外,透過兩款純電車的分析,可以看出消費者對傳統車廠與新興電動車廠品牌購買意願差異,以及目前台灣消費者對純電車共通的疑慮,看出消費者如何在百年工藝與符合時代科技的汽車廠牌中選擇。

並列摘要


In 2020, affected by the global epidemic, the sales volume of the global automobile industry will decline, but the sales volume of electric vehicles will grow against the trend. According to EV volumes electric vehicle research data, in 2020, the global sales of pure electric vehicles (pure electric vehicles and plug-in hybrid electric vehicles) totaled 3.24 million, up 43% compared with the sales of 2.26 million in 2019, indicating the market potential of electric vehicles. In the global market, we can see several common points. First, we can see the sales success of Tesla Model 3. Second, affordable electric vehicles show market potential. Third, the government subsidies for electric vehicles are conducive to accelerating the development of the industry. Then, through the market positioning of different models, we can find two main directions for the development of pure electric car factories, namely, the orientation of scientific and technological performance, and the orientation of cost reduction and parity, which attract different consumer groups respectively. From the above market point of view, In the Taiwan market, most of them are European luxury brand electric vehicles. The current relatively affordable and low-priced models are Tesla Model 3 and NISSAN Leaf. this study selects Taiwan's pure electric entry-level vehicle, Tesla Model 3 and Nissan LEAF to analyze, and from the perspective of pure electric vehicle brands. To explore the differences in brand image, new product attributes and environmental variables of pure electric vehicles, so as to understand the success factors of Tesla Model 3 in Taiwan and its impact on consumers' purchase intention. The research results show that: (1) The brand image of “Tesla” has a significant positive impact on purchase intention, which means that which means positive brand image can increase the purchase intention of pure electric vehicles. (2) The new product attributes will have a significant positive impact on purchase intention, and the technology provided by Pure electric vehicle product meets the needs of most consumers. (3) The perceived value will have a positive and significant impact on purchase intention. The added value of pure technology and software equipment can effectively increase consumers' interest in products. (4) The environmental variables have a positive and significant impact on purchase intention. Most of the subjects are satisfied with the pure electric vehicle policy subsidy, which is beneficial to the development of Taiwan's pure electric vehicle industry. If the price of pure electric vehicles can be effectively reduced, and the price difference between pure electric vehicles and fuel vehicles can be narrowed, if pure electric vehicles are to be popularized, they still need to rely on the promotion of cheap cars to attract mass consumers to buy.In addition, by analyzing these two brands, we can see the difference of purchase intention between the traditional vehicle brand and the new electric vehicle brand. From the common doubts about the pure electric vehicle, we can also see how customers choose between the brand with century-old craftsmanship and the brand with technology in line with the times.

參考文獻


一、中文文獻
王忠慶(2017)。從大國走向強國 中國大陸力推電動車的崛起與挑戰。取自https://energymagazine.itri.org.tw/Cont.aspx?CatID=2&ContID=2863
尤晴韻(2019)。歐美電動車市場發展趨勢。取自https://getmost.tier.org.tw/Datafile/Download/20200703094543170.pdf
朱啟祥(2009)。汽車品牌形象與中古車之知覺風險、知覺品質及知覺價值對購買意願關係之探討(未出版之碩士論文)。育達科技大學,苗栗縣。
李文庭(2011)。新產品屬性購買偏好之研究-以電動車為例(未出版之碩士論文)。淡江大學,新北市。

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