近年來隨著環保意識抬頭，電動運具成為新的趨勢，台灣身為機車王國，從傳統燃油機車到電動機車的轉變也正在發生，騎電動機車被視為一種親環境的行為，因此購買電動機車是一種綠色消費，此外，電動機車整合了智慧車輛以及能源的概念，在機車市場中創造了一個前所未見的新型態使用模式，因此被視為一種創新，然而，文化差異會造就不同的消費行為，華人的消費決策時常受到面子意識和群體從眾的影響。本研究利用計畫行為理論，探討了消費者的環保價值觀、創新程度，以及所具備的電動機車相關產品知識對於電動機車使用意圖的影響，並以符號消費的角度，擴展計畫行為理論的架構，探討面子意識和群體從眾如何影響台灣消費者使用電動機車的意圖。本研究透過網路問卷收集了431份有效問卷，並以結構方程模型分析，本研究結果可為政府部門制定相關政策以及電動機車廠商制定行銷策略時提供學術上的理論支持，以促進電動機車的普及。

In recent years, with the rise of environmental awareness, electric vehicles have become a new trend. Taiwan, known as the "Kingdom of Scooters," is also undergoing a transition from traditional fuel-powered scooters to electric scooters. Riding an electric scooter is seen as environmentally friendly behavior, which makes the purchases of electric motorcycles a form of green consumption. Moreover, electric scooters integrate the concepts of smart vehicles and energy, creating a new usage pattern in the scooter market, thus being considered an innovation. However, cultural differences could result in different consumer behaviors, and Chinese consumers' purchasing decisions are often influenced by face consciousness and group conformity. This study uses the Theory of Planned Behavior to explore the impact of consumers' environmental values, innovativeness, and knowledge of electric scooters on their intention to adopt electric scooters. From the perspective of symbolic consumption, it expands the Theory of Planned Behavior framework to examine how face consciousness and group conformity influence Taiwanese consumers' intention to adopt electric scooters. This study collected 431 valid questionnaires through an online survey and used the structural equation model to analyze. The results of this study can provide theoretical support for government agencies in formulating policies and for electric scooter manufacturers in developing marketing strategies to promote the popularization of electric scooters.

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