| 摘要: | 隨著科技進步與新能源技術的快速發展，鋰電池已成為現代生活中不可或缺的能源儲存技術，廣泛應用於智慧型手機、筆記型電腦、電動工具及電動車等。然而，近年來鋰電池火災與爆炸事故頻繁發生，特別是在電動車市場迅速擴張的背景下，鋰電池熱失控引發的火災問題逐漸受到政府、企業與消費者的高度關注。當電動車鋰電池火災發生時，燃燒溫度極高且難以撲滅，容易造成嚴重的人員與財產損失，進一步加劇市場對安全防護產品的需求。然而，市場對於安全防護產品的接受度仍面臨多重挑戰，如風險認知不足、價格敏感、政策推動力度有限及市場推廣難度等。
本研究旨在探討企業與社區在採購電動車防火毯的決策過程，並分析影響購買意願的關鍵因素。研究採用質性研究法，透過深度訪談法（in-depth interview），針對高風險場域的主要決策者，如企業環安人員、社區管理委員會、能源與停車場業者及公部門行政機構等，共進行21場訪談，從購買動機、決策流程、影響因素及購買障礙等面向，歸納出決策行為模式，進而擬定精準的行銷與銷售策略，拓展市場。
研究結果顯示，影響企業與社區採購決策的主要因素包括風險認知、品牌信任度、預算與價格、溝通決策流程、政策法規影響、成本效益評估與市場推廣方式。其中，已購買者的決策關鍵在於風險意識提升、品牌與產品信任度，而尚未購買者則普遍面臨價格考量、資訊落差及決策權責分散等問題。此外，企業與社區的購買行為模式亦有所差異，企業戶較重視法規符合性與長期經濟效益，而社區戶則關注住戶安全提升及物業價值增長。
基於研究發現，本研究提出數項市場推廣策略，包括強化品牌信任與教育行銷、營造風險情境以刺激需求、提供租賃與分期方案降低購買門檻，以及政府法規補助與市場推動計畫。這些策略不僅有助於提升市場對安全防護產品的認知與接受度，亦能有效降低購買障礙，促進產品普及化，最終提升新能源產業的安全標準，降低電動車鋰電池火災所帶來的風險。
本研究的貢獻在於透過深度訪談分析電動車防火毯的決策行為，擴散提出可行的市場推動建議，為政府、企業與相關業者提供具體的市場開拓策略與政策建議，進而降低鋰電池火災帶來的消防安全風險，也能作為預防性商品市場推廣策略之參考，促進安全防護類產品的普及與應用。
;With rapid technological advancement and the development of new energy technologies, lithium batteries have become an indispensable energy storage solution in modern life. They are widely used in smartphones, laptops, power tools, and electric vehicles (EVs). However, in recent years, incidents of lithium battery fires and explosions have become increasingly frequent. Particularly with the rapid expansion of the EV market, the issue of thermal runaway in lithium batteries and the resulting fires has drawn growing attention from governments, enterprises, and consumers alike. When EV lithium battery fires occur, they burn at extremely high temperatures and are difficult to extinguish, often causing significant loss of life and property. This has further intensified the market demand for reliable fire protection products. Nevertheless, the acceptance of such products still faces numerous challenges, including limited risk awareness, high price sensitivity, insufficient policy support, and difficulties in market outreach.
This study aims to investigate the procurement decision-making processes of enterprises and communities regarding EV fire blankets and to analyze the key factors influencing their purchase intentions. Utilizing a qualitative research methodology, specifically in-depth interviews, the study targeted primary decision-makers in high-risk environments—such as corporate environmental health and safety (EHS) personnel, community management committees, energy and parking facility operators, and public sector administrative agencies. A total of 21 interviews were conducted to explore dimensions such as purchasing motivations, decision-making processes, influencing factors, and purchase barriers, ultimately summarizing patterns in decision-making behavior and developing precise marketing and sales strategies to expand the market.
The research findings reveal that the primary factors affecting procurement decisions among enterprises and communities include risk perception, brand trust, budget and pricing, internal decision-making processes, regulatory and policy influences, cost-benefit assessments, and marketing approaches. Among those who have already made purchases, enhanced risk awareness and trust in the brand and product were key drivers. In contrast, those who had not purchased cited concerns over cost, information gaps, and dispersed decision-making responsibilities. Notably, enterprises and communities exhibited differing purchasing behavior patterns: enterprises placed greater emphasis on regulatory compliance and long-term economic benefits, whereas communities prioritized resident safety improvements and increases in property value.
Based on these findings, the study proposes several marketing strategies: strengthening brand trust and educational marketing, creating risk scenarios to stimulate demand, offering rental and installment plans to lower purchase thresholds, and promoting government subsidies and regulatory incentives. These strategies aim not only to raise awareness and acceptance of safety protection products but also to reduce purchasing barriers, promote widespread adoption, and ultimately enhance safety standards in the new energy sector while mitigating the risks posed by EV lithium battery fires.
This study contributes by providing in-depth analysis of decision-making behaviors related to EV fire blankets and by offering actionable marketing and policy recommendations for governments, enterprises, and relevant stakeholders. It serves as a valuable reference for developing market-driven strategies for preventive safety products and advancing the adoption and application of protective technologies. |
