本文旨在探討電池特性變數對於臺灣電動車售價是否有顯著的影響，以及進階分析 車款型式、車廠國家等電動車其他變數對於臺灣電動車售價的影響。以台灣民國 110 年 12 月-112 年 2 月之純電動車款資料為研究樣本，運用特徵價格模型進行實證研究。 實證結果顯示，電池容量變數與價格的百分比變化呈現一比一的關係，明顯反映出 里程焦慮的存在以及台灣消費者對純電動車動力是否充足的擔憂。台灣消費者對於純電 動車之品牌偏好與汽柴油車相同，歐洲高階車款之品牌價值受到較高的評價，車廠能訂 定較高的售價。以及 SUV 車型在臺灣市場上較受消費者歡迎，在規模經濟下，國產與日 本品牌的車款在產品成本較有優勢，因此在售價的部分較有競爭力。;The purpose of this paper is to explore whether battery characteristic variables have a significant impact on the selling price of electric vehicles in Taiwan, and to further analyze the influence of other variables of electric vehicles, such as model type and country of car manufacturers, on the selling price of electric vehicles in Taiwan. Taking Taiwan′s pure electric vehicle data from December 2021 to February 2023 as the research sample, the empirical research was conducted using the hedonic price model. The empirical results show that there is a one-to-one relationship between the percentage change in battery capacity and the change in price, which clearly reflects the existence of mileage anxiety and Taiwanese consumers′ concerns about whether the power of pure electric vehicles is sufficient. Taiwanese consumers have the same brand preference for pure electric vehicles as gasoline vehicles, the brand value of European models is highly valued, and suppliers can set higher prices. SUV models are more popular with consumers in the Taiwan market, under the economies of scale, brands have an advantage in product cost, so they are more competitive in terms of selling price.
