影響消費者購買電動車因素之研究

CCUR > College of Business > Master of Science in marketing > Thesis > Item 987654321/37147

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/37147

Title:	影響消費者購買電動車因素之研究 Study on the Factors Affecting Consumers Purchase of Electric Vehicles
Authors:	陳俊聖
Contributors:	行銷碩士學位學程碩士班
Keywords:	電動車品牌因素知覺利益充電續航力知識涉入 Electric car Brand factor Perceived interest Charging endurance Knowledge involved
Date:	2017
Issue Date:	2017-08-08 14:56:18 (UTC+8)
Abstract:	電動車具有安靜清淨，節能減碳、減少空氣汙染要推廣電動車讓消費者接受使用，須以消費者購買意願立場來分析探討，本研究以品牌因素、知覺利益、充電續航力、知識涉入、四個因素作為切入分析探討，四個主要因素對於消費者重要影響為何? 因此本研究主題係探討影響消費者購買電動車之影響因素。本研究係採用問卷調查法，對消費者進行問卷發放，計發出400 份問卷，扣除填答不全者，有效問卷 366 份，有效問卷回收率 91.5 %，並利用敘述性統計法進分析。品牌因素最具有顯著性，表示消費者注重品牌是代表信任及安全性。充電續航力較不具顯著性，表示消費者對於電動車電池，不認為可以長時間使用。由此得知消費者受到四個因素影響購買電動車顯著性會有所不同。 Electric vehicles are eco-friendly as they run on electrically powered engines. Therefore, they do not emit toxic gases or smokes in the environment. In order to promote electric vehicles, it is essential to take consumers’ purchase intentions into consideration. This paper discusses the potential influences of brand image, perceived benefits, battery charging endurance, and product knowledge have on consumers’ purchase intentions. The study adopts a qualitative analyses; the data for qualitative analysis are collected via survey questionnaires. The study surveyed 400 participants with 366 participants completed the questionnaires in full; which yields a participation rate of 91.5%. The research findings show that brand image indeed increases consumers purchase intentions as consumers associated brand image with product safety and brand trust. On the other hand, battery charging endurance showed smaller effects on consumers’ purchase intentions. In conclusion, these four factors influence consumers’ purchase intentions to different degrees. Keywords: electric car, brand factor, perceived benefit, charging life, knowledge involved.
Appears in Collections:	[Master of Science in marketing ] Thesis

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