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Author: 蘇姵勻
Pei-Yun Su
Thesis Title: 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
Advisor: 欒斌
Pin Luarn
Committee: 詹雅晴
YA-CHING JHAN
陳正綱
Cheng-Kang Chen
Degree: 碩士
Master
Department: 管理學院 - 企業管理系
Department of Business Administration
Thesis Publication Year: 2023
Graduation Academic Year: 112
Language: 中文
Pages: 55
Keywords (in Chinese): 純電動車延伸整合型科技接受模式續航力購買意願
Keywords (in other languages): Electric vehicle, UTAUT2, Endurance
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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.

    摘要....................................................................... III Abstract .....................................................................IV 誌謝.................................................................VI 目錄..................................................................... VII 圖目錄..............................................................IX 表目錄............................................................................ X 第一章 緒論.......................................................................... 1 第一節 研究背景 ..................................................................... 1 第二節 研究動機 ..................................................................... 2 第三節 研究目的 .................................................................... 3 第四節 研究流程 .......................................................... 4 第二章 文獻探討............................................................................ 5 第一節 臺灣純電動車充電系統 ........................................................... 5 2.2.1 理性行為模型 TRA ............................................................ 9 2.2.2 科技接受模型 TAM ...................................................... 10 2.2.3 創新擴散理論 IDT.......................................................... 10 2.2.4 計畫行為理論 TPB ........................................................... 11 2.2.5 電腦使用模型 MPCU .......................................................... 12 2.2.6 社會認知理論 SCT .................................................... 13 2.2.7 動機模型 MM ................................................... 13 2.2.8 整合計畫行為理論與科技接受模式(C-TAM-TPB) .................. 14 第三節 整合科技接受模型 UTAUT............................................ 15 第四節 延伸整合科技模型 UTAUT2....................................... 19 第三章 研究方法之訪談分析........................................ 23 第一節 訪談動機 ................................................................. 23 第二節 訪談流程 ............................................................ 24 第三節 訪談結果 ................................................................. 27 第四章 研究方法之問卷量化分析............................................ 29 第一節 研究架構 .................................................................. 29 第二節 研究假設 ....................................................................... 30 第三節 問卷設計 ................................................................... 32 第五章 研究結果.................................................................. 40 第一節 敘述性統計分析 ............................................................ 40 第二節 信度分析 ................................................................... 42 第三節 迴歸分析 ............................................................. 43 第四節 研究結論與分析結果 .......................................... 44 5.4.1 績效預期對使用意圖之影響 ................................. 45 5.4.2 努力預期對使用意圖之影響 ............................... 45 5.4.3 社會影響對使用意圖之影響 ..................................... 46 5.4.4 促成條件對使用意圖之影響 ..................................... 46 5.4.5 享樂動機對使用意圖之影響 ............................ 46 5.4.6 價格價值對使用意圖之影響 .................................... 46 5.4.7 續航能力對使用意圖之影響 ........................................ 47 第五節 研究貢獻與實務意涵 ................................................... 47 中文參考文獻 .......................................................... 51 英文參考文獻 .............................................................. 53

    中文文獻:
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