期望、移轉障礙、社會影響及購買意願之探索－以台灣地區電動汽車為例

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题名:	期望、移轉障礙、社會影響及購買意願之探索－以台灣地區電動汽車為例
作者:	陳志宏;Chen,Jhih-Hung
贡献者:	企業管理學系在職專班
关键词:	干擾效果;期望;社會影響;移轉障礙;結構方程式;購買意願;電動汽車;electric vehicle;expectation;interference effect;purchasing intention;SEM;social influence;switching barrier
日期:	2013-01-15
上传时间:	2013-03-25 15:54:42 (UTC+8)
出版者:	國立中央大學
摘要:	近來由於環保意識抬頭，節能產品的熱潮也將影響至人民「行」的習慣。以傳統燃機為主要動力的汽車將逐漸被高轉換效率的電動產品取代。有鑑於此，本研究便針對電動汽車此一未上市的產品來探究期望、移轉障礙、社會影響是否會影響消費大眾的購買意願。此外，有部分產業人士強烈建議人口統計變數的分析對於影響消費者的購買意願的影響有必要被考慮的，故本研究試圖以性別、年齡、教育程度與居住地區來檢測干擾效果。本研究以具有汽車駕照的消費者為對象並進行問卷調查發放，共回收252 份，有效問卷207 份，再以結構方程式及變異數分析進行統計分析。研究結果顯示消費者對電動汽車的期望與購買意願具有正向且顯著的影響；其次，移轉障礙對電動汽車的購買意願則呈現負向的影響，障礙越大消費者越沒有意願購買。最後，社會影響因素對消費者的購買意願亦有負向的影響。人口統計變數干擾效果的部分，發現居住地區的干擾效果較為顯著。　Recently due to awareness of environmental protection had been raised, the habit of people on “traffic” will also been affected by the boom of energy saving related products. On the basis of the point, this research tries to explore whether purchasing intention will be affected among the relationship of customers’ expectation, switching barrier and social influence or not. Besides, some intellectual in automotive industrial strongly suggest theanalysis of demographic variables are considered to identify the effect of interference, so gender, age, education and location are also included in the research ti identify the effect of interference. The respondents are objected to customers with license for driving vehicle byquestionnaires via internet, with return of 252 and valid of 207. The result shows, by structural equation modeling and variance analysis, purchasing intention is positively and significantly influenced by expectation; Secondly, purchasing intention is netagtivly influenced by switch barriers, the grater it raise, the lower purchasing intention. Finally, purchasing intention is negativly influenced by social influence as well. As to the part ofdemographic variables for interference, significant effect of location was found.
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