根據過去研究發現，消費者在考慮購買綠能商品時會受到幾個重要因素影響，其中包含消費者本身環保意識，消費者對產品的知覺價值以及消費者對產品的品牌形象。然而，由於過去綠能商品的研究較少探討汽車產業，因此本研究針對油電車以上述三構面進行紙本問卷調查，探討台灣消費者購買油電車之重要因素。 本研究共發放250份問卷，得回收有效問卷共237份並以結構方程模型進行理論假設的驗證。本研究結果發現，顯著影響顧客態度的因素主要是環境意識中的環境敏感度、知覺價值中的價格功能性及品質功能性、品牌形象中的象徵性形象，意即有環保意識的顧客對油電車最在意的因素為其產品價格、產品品質以及品牌形象。此外，本研究也發現顧客態度顯著正向影響購買意願，意即其態度越正向，購買意願也越高。根據上述分析結果，本研究建議未來油電車產業在推廣產品時，應多從價格及品質上做宣傳；在學術研究上，則可多考慮其他可能的影響參數，以補充目前研究之不足。;Based on past studies I have found that consumers considering buying green energy commodities are affected by several important factors, which include the environmental awareness of the consumers themselves, consumer products, and the consumer′s perceived value of the product′s brand image. Since there have been so few studies of green energy commodities in the automobile industry, this research paper undertakes to survey consumers regarding the decision-making process when it comes to buying hybrid cars. In this study 250 questionnaires were distributed, of which a total of 237 were validly completed and analyzed using structural equation modeling. The study found that significant factors influencing a consumer′s attitude to buying a hybrid car are environmental awareness, perceived value of the price and quality, and the consumer′s perception of the brand image. This means that consumers who are environmentally conscious are most concerned about the price, the product quality, and the brand image. In addition, the study found these factors had a significant positive effect on consumers′ willingness to buy a hybrid. The more positive consumer′s attitudes to the three factors, the higher their intent to purchase. Based on the above analysis, this study suggests the hybrid industry should focus on the price and quality of their products when advertising. To supplement the current academic research, more consideration could be given to other possible influences.
