臺灣能源期刊發行
- 創刊日期：
102年11月30日
- 發行所：
經濟部能源署
- 發行人：
游振偉
- 地址：
台北市復興北路2號13樓
- 電話：
02-2772-1370
- 執行單位：
財團法人工業技術研究院
- 地址：
新竹縣竹東鎮中興路四段195號26館
- 服務專線：
03-5916006
- 服務信箱：
- 總編輯：
王漢英胡均立
- 顧問：
王運銘童遷祥王人謙
- 執行主編：
劉子衙陳志臣
- 編輯委員：
方良吉王錫福朱家齊李堅明李叢禎林師模馬鴻文陳希立廖芳玲廖肇寧劉文獻蕭志同顧洋(依筆畫順序排列)
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臺灣能源期刊論文全文
臺灣能源期刊第10卷第4期內容
出刊日期：December, 2023
- 題目
- 從綠色到綠洲—從消費者的環保視角探討 智慧油電機車的市場接受度
- Title
- From Green to Oasis: Exploring Consumer Acceptance of Smart Hybrid Motorcycles from an Environmental Perspective
- 作者
- 張四薰、吳國鳯、邱皓政、蔡偉澎
- Authors
- Sze-Hsun Sylcien Chang, Kuo-Feng Wu, Hawjeng Chiou, WeiPen Tsai
- 摘要
- 本研究擬探究智慧油電機車市場接受度的環保視角，探討消費者如何在追求環保的「綠色」技 術和追求理想「綠洲」產品之間，做出折衷。概念化「綠色」為環保、永續和環境友善的選擇，而 「綠洲」則表示消費者對能夠滿足所有需求和願望的理想產品的期望。本研究以計畫行為理論為基 礎建立模型，考量消費者的知覺價值、環保意識與價值觀，深入分析其與環保消費行為和智慧油電 機車購買意願之間的關聯。研究透過在臺灣地區進行的問卷調查，從415名機車使用者中收集資料 以驗證模型。 研究結果顯示，知覺形象價值和知覺產品價值對智慧油電機車購買意願有顯著正向影響，並且 發現環保意識和價值觀在知覺價值和智慧油電機車購買意願之間具有中介效果。亦發現雖然消費者 普遍認同環保的價值，但並未完全轉化為智慧油電機車購買意願的重大購買落差。說明在推動智慧 油電機車市場的同時，需要更全面地瞭解消費者的願望和顧慮，尋找「綠色」和「綠洲」之間的理 想平衡點。 本研究不僅為理解消費者對智慧油電機車購買意願提供深刻的洞察，也為業者和政策制定者提 供重要的策略指南，指明推動更環保選擇的可能途徑和挑戰。
- 關鍵字
- 智慧油電機車，環保消費行為，購買意願，環保意識與價值觀，知覺價值
- Abatract
- This study aims to explore the market acceptance of smart hybrid electric motorcycles from an environmental perspective, focusing on how consumers balance the pursuit of 'green' environmentally friendly technologies with their aspirations for an ideal 'oasis' product. 'Green' is conceptualized as choices that represent environmental protection, sustainability, and eco-friendliness, while 'oasis' refers to the ideal product that satisfies all consumer needs and desires. Utilizing the Theory of Planned Behavior (TPB), this study constructs a model that incorporates perceived value, environmental awareness, and values to examine their relationships with environmentally friendly consumer behaviors and purchasing intentions. The model was validated through a questionnaire survey conducted in Taiwan, involving 415 motorcycle users. The findings reveal that perceived image value and perceived product value significantly positively impact purchase intentions. Additionally, environmental awareness and values were found to mediate the relationship between perceived value and purchase intention. However, a notable gap was observed: while consumers generally recognize the value of environmental protection, this recognition has not fully translated into purchase intentions for smart hybrid electric motorcycles. This discrepancy suggests that effectively promoting this market requires a comprehensive understanding of consumers' desires and concerns, aiming to find an ideal balance between 'green' and 'oasis'. This study provides valuable insights into consumers' purchase intentions towards smart hybrid electric motorcycles and offers strategic guidance for manufacturers and policymakers. It highlights the potential pathways and challenges in promoting greener choices in the automotive industry.
- Keywords
- Smart Hybrid Motorcycle, Green Consumption Behavior, Purchase Intention, Environmental Consciousness and Values, Perceived Value.