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研究生: 謝敏慈
Min Tzu Hsieh
論文名稱: 如何在臺灣提高電動機車購買意圖?知覺結果和溫暖之光的關鍵角色
How to elicit purchase intention of electric scooters in Taiwan? The role of awareness of consequences and warm glow feelings in green consumption
指導教授: 何建韋
Chien-Wei Ho
口試委員: 曹譽鐘
吳啟絹
學位類別: 碩士
Master
系所名稱: 管理學院 - 管理學院MBA
School of Management International (MBA)
論文出版年: 2022
畢業學年度: 110
語文別: 英文
論文頁數: 53
中文關鍵詞: 溫暖之光知覺結果電動機車綠色消費
外文關鍵詞: Warm glow feelings, Awareness of consequences, Electric scooters, Green consumption
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Sustainable energy, reusable consumer goods and green products are rising as the current trends to slow down the global climate changing issue. Taiwan as one of the pioneers of environment caring society in Asia is on the same track for sure. People who dedicate themselves to a better environment for the current and next generations chose to adapt to green consumption consciously, but we need more effort than that to improve our current environmental situation, especially the air pollution and global warming issue, that address us directly to carbon emission exhaust. It is critical to phase out fossil-fueled vehicles by transforming our consumption and commute habits, and one of the major accused is the gas exhaust from two-wheeled vehicles, in other words, motorcycles or scooters.
To have a clearer understanding of pro-environmental consumer assumptions and purchase behavior, we have reviewed literatures broadly and thoroughly. We first started with studies which demonstrated the fundamental drivers of pro-environmental behaviors and intentions, then we went through the connections and recognitions of altruistic deeds classified as warm glow feelings, finally, we absorbed the methods and assumptions from relevant experimental designs of green consumption.
Even though electric vehicles are gaining more attention in recent years, unfortunately, there are not so many scholars have noticed the essentiality to concentrate on electric scooters. Therefore, designed experimental studies of consumer purchase intention of electric scooters as exploratory research is needed. Two experimental studies have been conducted in this research, we start the approaches from awareness of consequences to electric scooters purchase intention, then extend to the mediation effect of warm glow feelings between awareness of consequences and electric scooters purchase intention. The outcomes of this research help to recognize the drivers of electric two-wheeled vehicles (electric scooters) purchase intention, thus, contributing to the electric two-wheeled vehicles development and promotions, hopefully, it could help enlighten the future implication and research to popularize electric scooters.

Table of Content Abstract i Acknowledgment iii Table of Content iv List of Table vi List of Figure vii Chapter 1 Research Introduction 1 1.1 Research Background 1 1.2 Research Objectives 3 1.3 Research Content 4 Chapter 2 Literature Review 6 2.1 Norm Activation Model 6 2.2 Green Consumption and Warm Glow Effect 7 2.2.1 Green Consumption 7 2.2.2 Warm Glow Effect 8 2.3 Electric Vehicles 9 2.4 Hypotheses Development 10 H1 11 H2 12 Chapter 3 Methodology 13 3.1 Experimental Design Overview 13 3.1.1 Data Collection 13 3.1.2 Studies Overview 13 3.2 Pre-Test 14 3.3 Structure and Measurement 17 3.3.1 General Structure 17 3.3.2 Items for Measurement 19 Chapter 4 Research Result 20 4.1 Results and Analysis of Study One 20 4.2 Results and Analysis of Study Two 24 Chapter 5 General Discussion 29 5.1 Conclusion 29 5.2 Theoretical and Practical Implications 29 5.2.1 Theoretical Implications 29 5.2.2 Practical Implications 31 5.3 Limitations and Future Research 31 5.3.1 Limitations 31 5.3.2 Future Research 32 References 34 Appendix 39 Research Instruments 39 I. Questionnaire for Study One 39 II. Questionnaire for Study Two 41

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