| 摘要: | 隨著全球對於氣候變化和環境保護意識的提高，純電動車作為一種環保型交通工具正受到越來越多人的關注和青睞。然而純電動車的市場普及率仍然相對較低，消費者對於純電動車的購買意願受到多方面因素的影響，包括環保意識、品質和品牌形象等。
本研究旨在深入探討消費者購買純電動車的動機與考量，以及這些因素對他們的購買意願的影響。線上發放問卷而後透過 SmartPLS4.0 進行模型驗證和分析。分析過程中，探討了各人口變數對於環保意識、純電動車品質和品牌形象等的差異化分析，以及品牌形象對環保意識和純電動車品質對購買意願的影響，同時將品牌形象作為中介變數，探討其在購買意願形成過程中的作用。
研究結果發現，電動車品質、環保意識和品牌形象均對消費者購買意願存在正向影響。此外，品牌形象在電動車品質、環保意識與購買意願之間具有中介效果。根據研究結果，我們提出了針對社會和車商的建議，並分析了研究的不足之處，提出未來研究的展望。希望透過這些成果，能夠更好地理解和推動純電動車市場的發展，從而在維護環境的同時創造經濟效益。;As global awareness of climate change and environmental protection increases, battery electric vehicles (BEVs) are gaining attention and popularity as an eco-friendly transportation option. However, the market penetration of pure BEVs remains relatively low, and consumer purchase intentions are influenced by various factors, including
environmental awareness, quality, and brand image.
This study aims to delve into the motivations and considerations of consumers when purchasing pure BEVs, and how these factors affect their purchase intentions. An online survey was conducted and analyzed using SmartPLS 4.0 for model validation and analysis. The analysis explored demographic differences in environmental awareness, pure BEV
quality, and brand image, as well as the impact of brand image on the relationship between environmental awareness, pure BEV quality, and purchase intention. Brand image was also examined as a mediating variable in the formation of purchase intentions.
The research findings indicate that BEV quality, environmental awareness, and brand image all positively influence consumer purchase intentions. Furthermore, brand image mediates the relationship between BEV quality, environmental awareness, and purchase intention. Based on these findings, recommendations for society and car manufacturers are
proposed, along with an analysis of the study′s limitations and suggestions for future research. Through these results, we hope to better understand and promote the development of the pure BEV market, thereby creating economic benefits while protecting the environment. |
