研究生: |
蘇姵勻 Pei-Yun Su |
---|---|
論文名稱: |
臺灣地區消費者對純電動車購買意願之研究 The Study of Consumer Purchase Intention towards Pure Electric Vehicles in Taiwan |
指導教授: |
欒斌
Pin Luarn |
口試委員: |
詹雅晴
YA-CHING JHAN 陳正綱 Cheng-Kang Chen |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 企業管理系 Department of Business Administration |
論文出版年: | 2024 |
畢業學年度: | 112 |
語文別: | 中文 |
論文頁數: | 55 |
中文關鍵詞: | 純電動車 、延伸整合型科技接受模式 、續航力 、購買意願 |
外文關鍵詞: | Electric vehicle, UTAUT2, Endurance |
相關次數: | 點閱:121 下載:17 |
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綠能產業的崛起讓人們找帶來了全新的經濟和投資機會,這對於能源轉型和低碳發展在運輸交通領域具有重要意義,在運輸交通工具上,人們相當依賴石化產業,對生活中產生了不可忽視的影響,汽車產業中找尋替代能源,從而大幅降低運輸行業的碳排放,隨著現今社會的AI人工智能的需求增加,對車用半導體的發展提出了重要挑戰和機遇,迎合未來C.A.S.E.之趨勢發展,即Connected(聯網科技)、Autonomous(自動駕駛)、Shared & Services(共享與服務)、Electric(電能驅動),有助於提升汽車駕駛的舒適性和安全性,並滿足智慧車、電動車和自駕車的市場需求。
本研究旨在探討台灣三十歲以上消費者對純電動汽車的購買意願及相關因素。透過第一階段與專家訪談,對六位來自不同車廠的業務人員進行了消費者購買意願內容蒐集,包括保時捷、賓士、BMW等德系汽車品牌,以及擁有特斯拉、BMW和保時捷電動車的四位車主。這一階段的訪談目的在深入了解消費者實際需求及純電動車車主購車決定因素。後續量化分析則採用了延伸整合科技接受模型UTAUT2中的績效預期、努力預期、社會影響、促成條件、享樂動機、價格價值等構面,並納入深度訪談結果中的續航能力作為變數。透過此研究設計,期望能夠全面而深入地理解臺灣消費者對純電動汽車的態度和行為意向,從而為電動車市場的進一步發展提供學術依據及實務上的應用。
The rise of the green energy industry has brought about new economic and in-vestment opportunities, which hold significant implications for energy transition and low-carbon development in the transportation sector. People heavily rely on the petro-chemical industry in transportation, which has undeniable impacts on daily life. Seek-ing alternative energy sources in the automotive industry can significantly reduce car-bon emissions in transportation. With the increasing demand for AI technology in to-day's society, the development of automotive semiconductors faces important chal-lenges and opportunities. Aligning with the future C.A.S.E. trends (Connected tech-nology, Autonomous driving, Shared & Services, Electric propulsion) can enhance the comfort and safety of driving, meeting the market demand for smart, electric, and au-tonomous vehicles.
This study aims to explore the purchase intention and related factors of Taiwan-ese consumers aged thirty and above towards pure electric vehicles (EVs). In the first phase, expert interviews were conducted with six business professionals from differ-ent automotive manufacturers, including Porsche, Mercedes-Benz, BMW, and four EV owners who possess Tesla, BMW, and Porsche electric vehicles. The purpose of this phase was to gain insights into consumers' actual needs and the factors influenc-ing EV purchase decisions among vehicle owners. Subsequent quantitative analysis utilized constructs from the Extended Unified Theory of Acceptance and Use of Tech-nology 2 (UTAUT2) model, including performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, and price value, along with range capability derived from the results of in-depth interviews as variables. Through this research design, it is anticipated to comprehensively and deeply under-stand the attitudes and behavioral intentions of Taiwanese consumers towards pure EVs, thereby providing academic foundation and practical applications for further de-velopment in the electric vehicle market.
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