| Abstract: | 過去文獻關於奢華汽車與綠能汽車的購買行為，各有不同的理論基礎與實證結論。然而現今世界知名汽車產業大廠，無論是Mercedes-Benz推出的EQC奢華電動休旅車或是Porsche推出的Taycan超級性能電動車，都不再只是單一強調其奢華性，而是進一步地向將綠能市場 (電動車)延伸，朝著結合奢華及綠能永續的方向發展。本研究認為奢華與綠能這兩者購買行為的驅動因子可能存有一些共同的特徵，本研究認為奢華與綠能汽車這兩者購買行為的驅動因子可能存有一些共同的特徵，將消費者的購買行為區分成五種影響因子(炫耀性、自我延伸性、享樂性、高品質、獨特性)，以確認奢華汽車與綠能汽車購買動機是否具有共同的因素。本研究彌補了相關的研究缺口，希望對未來的汽車產業有行銷及策略上有所啟發。
In the past, we were discussing the different themes of luxury car purchases, green car purchases, and different consumer behaviors. These automobile factories are no longer only focus on their own luxury products, but further actively develops the green market's vehicles (Electric Vehicles, EV), and their own luxury products in the direction of combining luxury and green sustainability. However, this study believes that the behavior behind these two may have some identical features. So, this study quoted the BLI model and it divides people's purchase behavior into five models. Among them, we can find out whether the motivations behind luxury cars and green cars were overlap. In the future, these two will no longer be unrelated categories. This study hopes to use the BLI model to explore whether a luxury car, a green car or a luxury green car have any commonality in consumer behavior. Past studies have rarely studied the common relationship between these two. This research fills up the related research gaps and hopes to have more inspiration for the future automobile industry. |
