臺灣博碩士論文加值系統

The sales of hybrid-electric vehicles (hybrid cars) has seen tremendous growth since the first production Hybrid-electric vehicle, the Toyota Prius, hit the market in 1997. As consumers become more concerned with fuel prices and the state of the environment, hybrid cars have gained increasing acceptance among consumers. Although the adoption of hybrid cars in Taiwan is not nearly as high as countries such as the United States or Japan, the past few years have seen a strong increase in hybrid car sales, and more automakers are eager to introduce hybrid cars in the Taiwanese market.
This research adopts the Theory of Planned Behavior to uncover the psychological factors that influence the intention to purchase hybrid cars among Taiwanese consumers. By studying potential car-buyers’ attitudes, subjective norms, and perceived behavioral control with regards to purchasing a hybrid car, this study finds that perceived behavioral control and subjective norms have a significant influence on the intention to purchase a hybrid car. Attitudes towards hybrid cars were not found to be a significant predictor of purchasing intention. Additionally, social class was tested as a moderator between perceived behavioral control and purchasing intention, but the relationship was insignificant. Overall, the Theory of Planned Behavior was able to adequately explain the intentions to purchase hybrid cars among Taiwanese consumers.

ACKNOWLEDGEMENTS I
ABSTRACT II
TABLE OF CONTENTS III
LIST OF TABLES VII
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.1.1 Introduction to Hybrid Technology. 2
1.1.2 The Taiwanese Automobile Market. 2
1.1.3 Hybrids in Taiwan. 3
1.1.4 Government Tax Incentives. 6
1.2 Research Motivation. 7
1.3 Research Objective. 8
1.4 Research Procedure. 9
CHAPTER TWO LITERATURE REVIEW 10
2.1 Introduction. 10
2.2 The Theory of Reasoned Action. 11
2.3 The Theory of Planned Behavior. 13
2.3.1 Behavioral Beliefs and Attitudes. 15
2.3.2 Normative Beliefs and Subjective Norm. 16
2.3.3 Control Beliefs and Perceived Behavioral Control. 16
2.3.4 Behavioral Intention. 17
2.3.5 Behavior. 18
2.4 The Relationship between Attitude and Behavioral Intention. 18
2.5 The Relationship between Subjective Norm and Behavioral Intention. 20
2.5.1 Addressing Issues Regarding the Strength of the Subjective Norm in TPB. 20
2.5.2 The Influence of Culture on the Importance of the Subjective Norm. 21
2.6 The Relationship between Perceived Behavioral Control and Behavioral Intention. 23
2.7 The Effect of Social Class on Perceived Behavioral Control. 24
2.7.1 Social Class. 24
2.7.2 Expected Differences in Perceived Behavioral Control between Middle and Upper Social Class Participants. 25
2.8 Summary of Hypotheses. 26
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 27
3.1 Research Design. 27
3.2 Research Variables. 27
3.2.1 Attitudes towards Purchasing Hybrid Cars. 27
3.2.2 Subjective Norms. 28
3.2.3 Perceived Behavioral Control. 29
3.2.4 Behavioral Intention. 29
3.3 Questionnaire Design. 31
3.4 Sampling Design. 33
3.5 Research Procedure. 33
3.6 Data Analysis. 33
3.6.1 Descriptive Statistics. 33
3.6.2 Validity and Reliability Tests. 34
3.6.3 Multiple Regression Analysis. 34
3.6.4 Expected Results. 34
CHAPTER FOUR RESEARCH RESULTS 36
4.1 Analysis of Descriptive Statistics. 37
4.1.1 Demographic Analysis. 37
4.1.2 Measurement Results for the Items. 40
4.2 Factor Analysis Results. 42
4.2.1 Exploratory Factor Analysis and Internal Consistency Analysis (Cronbach’s Alpha). 42
4.2.2 Confirmatory Factor Analysis Results. 44
4.3 Hypotheses Testing. 45
4.3.1 Testing Hypotheses 1-3. 45
4.3.2 Testing Hypothesis 4 – The Moderator Effect. 50
4.4 Other Findings. 53
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 59
5.1 Discussion of Research Findings. 59
5.2 Managerial Implications. 62
5.3 Academic Contributions. 67
5.4 Limitations of this Study. 68
5.5 Suggestions for Future Research. 69
REFERENCES 71
APPENDICES 77
Appendix A: Formal English Questionnaire 77
Appendix B: Formal Chinese Questionnaire 82
Appendix C: English Pre-Test Questionnaire 86
Appendix D: Chinese Pre-Test Questionnaire 91

Abrahamse, W., Steg, L., Gifford, R., ＆ Vlek, C. (2009). Factors influencing car use for commuting and the intention to reduce it: A question of self-interest or morality? Transportation Research Part F: Traffic Psychology and Behaviour, 12(4), 317-324.
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I. (2002a). Constructing a TpB questionnaire: Conceptual and methodological considerations.
Ajzen, I. (2002b). Perceived behavioral control, self-efficacy, locus of control, and the Theory of Planned Behavior. Journal of Applied Social Psychology, 32(4), 665-683.
Ajzen, I. (2005). Attitudes, personality and behavior (2nd ed.). New York: Open University Press.
Ajzen, I. (2006). TPB diagram. Retrieved Nov. 29, 2009, from http://www.people.umass.edu/aizen/tpb.diag.html
Ajzen, I., ＆ Cote, N. (2008). Attitudes and the prediction of behavior. In W. D. Crano ＆ R. Prislin (Eds.), Attitudes and attitude change (pp. 289-311). New York: Psychology Press.
Ajzen, I., ＆ Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracin, B. T. Johnson ＆ M. P. Zanna (Eds.), The handbook of attitudes (pp. 173-220). New Jersey: Lawrence Erlbaum Associates.
Alwitt, L. F., ＆ Pitts, R. E. (1996). Predicting purchase intentions for an environmentally sensitive product. Journal of Consumer Psychology, 5(1), 49-64.
Anable, J. (2005). 'Complacent Car Addicts' or `Aspiring Environmentalists'? Identifying travel behaviour segments using attitude theory. Transport Policy, 12(1), 65-78.
Armitage, C. J., ＆ Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: A meta-analytic review. British Journal of Social Psychology, 40(4), 471-499.
Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., L?hteenm?ki, L., et al. (2007). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the Theory of Planned Behaviour. Appetite, 50(2-3), 443-454.
Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23(1), 21-32.
Bredahl, L., Grunert, K. G., ＆ Frewer, L. J. (1998). Consumer attitudes and decision-making with regard to genetically engineered food products: A review of the literature and a presentation of models for future research. Journal of Consumer Policy, 21(3), 251-277.
Chao, H.-C. (2009, Jul. 23). 3rd generation Prius hybrid - upgrades fast. United Daily News. Retrieved Nov. 4, 2009, from http://mag.udn.com/mag/car/storypage.jsp?f_ART_ID=204872
Clarke, W. (2008). Why we buy hybrids: Understanding the phenomenon [Electronic Version]. Edmunds.com. Retrieved Dec. 29, 2009, from http://www.edmunds.com/advice/hybridcars/articles/109421/article.html
Coad, A., de Haan, P., ＆ Woersdorfer, J. S. (2009). Consumer support for environmental policies: An application to purchases of green cars. Ecological Economics, 68(7), 2078-2086.
Conner, M., ＆ Armitage, C. J. (1998). Extending the Theory of Planned Behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429-1464.
Consoli, J. (2005). Nick buy is unexpected turn for Chevy Uplander. Brandweek.
Cook, A. J., Kerr, G. N., ＆ Moore, K. (2002). Attitudes and intentions towards purchasing GM food. Journal of Economic Psychology, 23(5), 557-572.
Dargay, J., Gately, D., ＆ Sommer, M. (2007). Vehicle ownership and income growth, Worldwide: 1960-2030. Energy Journal, 28(4), 143-175.
Davis, F., Bagozzi, R., ＆ Warshaw, P. (1989). User acceptance of computer technology: a comparison of two theoretical models. Management Science, 35(8), 982-1003.
Diamond, D. (2009). The impact of government incentives for hybrid-electric vehicles: Evidence from US states. Energy Policy, 37(3), 972-983.
Diekmann, A., ＆ Preisendorfer, P. (1998). Environmental behavior: Discrepancies between aspirations and reality. Rationality and Society, 10(1), 79-102.
Environmentally friendly green-energy car - The 3rd generation Prius. (2009, May 6). Ecogoodies. Retrieved Nov. 3, 2009, from http://www.wretch.cc/blog/ecogoodies/65358
Fishbein, M., ＆ Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Follows, S., ＆ Jobber, D. (2000). Environmentally responsible purchase behaviour: a test of a consumer model. European Journal of Marketing, 34(5/6), 723-746.
Francis, J., Eccles, M., Johnston, M., Walker, A., Grimshaw, J., Foy, R., et al. (2004). Constructing questionnaires based on the Theory of Planned Behaviour. A manual for health services researchers.
G?rling, T., Fujii, S., G?rling, A., ＆ Jakobsson, C. (2003). Moderating effects of social value orientation on determinants of proenvironmental behavior intention. Journal of Environmental Psychology, 23(1), 1-9.
Gerard, D., Fischbeck, P., ＆ Mathews, H. (2007). Diesel and hybrids don't mix: Perceptions of the interested public and actual driving behavior of new car owners. Transportation Research Record: Journal of the Transportation Research Board, 2017, 33-40.
Gill, J., Crosby, L., ＆ Taylor, J. (1986). Ecological concern, attitudes, and social norms in voting behavior. Public Opinion Quarterly, 50(4), 537-554.
Haan, P., Peters, A., ＆ Mueller, M. (2006). Comparison of buyers of hybrid and conventional internal combustion engine automobiles: Characteristics, preferences, and previously owned vehicles. Transportation Research Record: Journal of the Transportation Research Board, 1983(-1), 106-113.
Hair, J., Black, W., Babin, B., Anderson, R., ＆ Tatham, R. (2006). Multivariate data analysis (Sixth ed.).
Heffner, R. R., Kurani, K. S., ＆ Turrentine, T. S. (2007). Symbolism in California's early market for hybrid electric vehicles. Transportation Research Part D: Transport and Environment, 12(6), 396-413.
Hofstede, G. (2009). Taiwanese Geert Hofstede cultural dimensions explained. Retrieved Dec. 12, 2009, from http://www.geert-hofstede.com/hofstede_taiwan.shtml
Hsieh, M.-H., Pan, S.-L., ＆ Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the academy of marketing science, 32(3), 251-270.
Hybrid car market enters a state of war in 2010. (2010). Car Guide, 297.
Hybrid cars get exise tax reduced by half. (2009, Apr. 23). Ministry of Finance, R.O.C. Retrieved Nov. 4, 2009, from http://www.mof.gov.tw/ct.asp?xItem=50941＆ctNode=657＆mp=1
Hybrid electric vehicle. (2009, Nov. 1). Wikipedia Retrieved Nov. 15, 2009, from http://en.wikipedia.org/wiki/Hybrid_electric_vehicle
Jansson, J., Marell, A., ＆ Nordlund, A. (2009). Elucidating green consumers: A cluster analytic approach on proenvironmental purchase and curtailment behaviors. Journal of Euromarketing, 18(4), 245-267.
Japanese yen appreciates: Will Japanese car prices increase? (2009). Car Guide, 295, 32-33.
Kahn, M. (2007). Do greens drive Hummers or hybrids? Environmental ideology as a determinant of consumer choice. Journal of Environmental Economics and Management, 54(2), 129-145.
Kao, Y. K. (2008). Monthly Taiwan auto market sales report [Electronic Version]. U-car.com.tw. Retrieved Dec. 1, 2009, from http://news.u-car.com.tw/news-detail.asp?nid=8655
Kao, Y. K. (2009). Monthly Taiwan auto market sales report [Electronic Version]. U-car.com.tw. Retrieved Jan. 7, 2010, from http://news.u-car.com.tw/news-detail.asp?nid=10276
Kim, J.-O., Forsythe, S., Gu, Q., ＆ Moon, S.-J. (2002). Cross-cultural consumer values, needs and purchase behavior. Journal of Consumer Marketing, 19(6), 481-502.
Klein, J. (2007). Why people really buy hybrids [Electronic Version]. Topline Strategy Group, from http://www.toplinestrategy.com/Topline_Strategy_Report_Why_People_Really_Buy_Hybrids.pdf
Kraus, S. (1995). Attitudes and the prediction of behavior: A meta-analysis of the empirical literature. Personality and Social Psychology Bulletin, 21(1), 58-75.
Lane, B., ＆ Potter, S. (2007). The adoption of cleaner vehicles in the UK: exploring the consumer attitude-action gap. Journal of Cleaner Production, 15(11-12), 1085-1092.
Madden, T. J., Ellen, P. S., ＆ Ajzen, I. (1992). A comparison of the Theory of Planned Behavior and the Theory of Reasoned Action. Personality and Social Psychology Bulletin, 18(1), 3-9.
Martineau, P. (1958). Social classes and spending behavior. The Journal of Marketing, 23(2), 121-130.
Minton, A. P., ＆ Rose, R. L. (1997). The effects of environmental concern on environmentally friendly consumer behavior: An exploratory study. Journal of Business Research, 40(1), 37-48.
Oreg, S., ＆ Katz-Gerro, T. (2006). Predicting proenvironmental behavior cross-nationally: Values, the Theory of Planned Behavior, and Value-Belief-Norm Theory. Environment and Behavior, 38(4), 462-483.
Pavlou, P., ＆ Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the Theory of Planned Behavior. Management Information Systems Quarterly, 30(1), 115-143.
Republic of China (Taiwan) National Statistical Bureau. (2008). The survey of family income and expenditure. Retrieved May 15th, 2010. from http://eng.stat.gov.tw/ct.asp?xItem=3458＆CtNode=1597＆mp=5.
Rhodes, R., Courneya, K., ＆ Jones, L. (2005). The Theory of Planned Behavior and lower-order personality traits: Interaction effects in the exercise domain. Personality and Individual Differences, 38(2), 251-265.
Sanhi, A. (1994). Incorporating perceptions of financial control in purchase prediction: An empirical examination of the Theory of Planned Behavior. Advances in Consumer Research, 21(1), 442-448.
Schiffman, L., ＆ Kanuk, L. (2007). Consumer behavior (9th ed.). New Jersey: Pearson Prentice Hall.
Schlegelmilch, B., Bohlen, G., ＆ Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35-55.
Sheeran, P., Trafimow, D., Finlay, K., ＆ Norman, P. (2002). Evidence that the type of person affects the strength of the perceived behavioural control-intention relationship. British Journal of Social Psychology, 41(2), 253-270.
Sheppard, B., Hartwick, J., ＆ Warshaw, P. (1988). The Theory of Reasoned Action: A meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, 15(3), 325-343.
Sparks, P., ＆ Shepherd, R. (1992). Self-identity and the Theory of Planned Behavior: Assesing the role of identification with Green Consumerism. Social Psychology Quarterly, 55(4), 388-399.
Stern, P. (2000). Toward a coherent theory of environmentally significant behavior. Journal of Social Issues, Promoting Environmentalism, 56(3), 407-424.
Tax rebate helps lift car sales; executives see new cars may reach 26,000. (2009, Jan. 23). The China Post. Retrieved Nov. 3, 2009, from http://www.chinapost.com.tw/taiwan/t-business/2009/01/23/193293/Tax-rebate.htm
Tinson, J., ＆ Nancarrow, C. (2005). The influence of children on purchases: The development of measures for gender role orientation and shopping savvy. International Journal of Market Research, 47(1), 5-27.
Toyota global hybrid sales top two million mark. (2009). KBBGreen, from http://www.kbb.com/kbb/green-cars/articles.aspx?BlogPostId=1664＆r=872479054303370100
Turrentine, T. S., ＆ Kurani, K. S. (2007). Car buyers and fuel economy? Energy Policy, 35(2), 1213-1223.
Williams, T. (2002). Social class influences on purchase evaluation criteria. Journal of Consumer Marketing, 19(3), 249-276.
Wong, N., ＆ Ahuvia, A. (1998). Personal taste and family face: Luxury consumption in Confucian and Western societies. Psychology and Marketing, 15(5), 423-441.
World's best selling Toyota all new Prius enters Taiwan market. (2009, Jul. 22). Carnews.com. Retrieved Nov. 5, 2009, from http://www.carnews.com/detail/17111
Yau, O. (1988). Chinese cultural values: their dimensions and marketing implications. European Journal of Marketing, 22(5), 44-57.