臺灣博碩士論文加值系統

　　近年來隨著氣候變遷及空氣汙染，民眾環保意識提高加上各國政府政策等影響，許多廠商致力研發油電混合車及電動車等新能源產品，以因應這股趨勢。本研究以電動機車為主題，探討消費者對電動機車的知覺創新、知覺品質、知覺風險、知覺價值及購買意願間之關聯性。
　　本研究共收集332份有效問卷，以結構方程模式(SEM)進行分析。結果發現電動機車的知覺創新對知覺品質、知覺價值、知覺風險及購買意願有正向顯著影響，電動機車的知覺品質對知覺價值有正向但無顯著影響，電動機車知覺風險對知覺價值有正向顯著影響，電動機車的知覺價值對購買意願有正向顯著影響。最後對此研究結果提出未來研究電動車領域之建議。

　　Currently, climate changing and global warming has become a global issue in the world. Because of the government policies and environmental protection consciousness gains ground, that there are so many motor vehicle manufacturers devote to research and develop hybrid vehicles and electric cars. This research focus on electric scooters, and explores the influence of consumers’ perceived innovation, perceived quality, perceived risk, perceived value on purchase intention respectively
　　This study collected 332 valid questionnaires and analyzed by Structural Equation Modeling (SEM). The results of this study are as follows: Perceived innovation has positive effect on perceived quality, perceived value, perceived risk, and purchase intention. The effect of perceived quality on perceived value is positive, however is not significant. The effect of perceived risk on perceived value is positive and significant. Perceived value affect purchase intention positively and significantly. The findings provide insight to electric scooter manufacturers.

摘要　i
Abstract　ii
目錄　iii
圖目錄　v
表目錄　vi

第一章 緒論　1
　第一節 研究背景與動機　1
　第二節 研究目的　4
　第三節 研究流程　5
第二章 文獻探討　6
　第一節 知覺創新相關文獻　6
　第二節 知覺品質相關文獻　7
　第三節 知覺風險相關文獻　8
　第四節 知覺價值相關文獻　10
　第五節 購買意願相關文獻　11
第三章 研究方法　12
　第一節 研究架構　12
　第二節 研究命題假設　13
　第三節 問卷設計　17
　第四節 問卷調查對象　21
　第五節 分析方法　21
　第六節 問卷前測　23
第四章 資料分析與結果　27
　第一節 基本資料分析　27
　第二節 使用機率與經驗分析　31
　第三節 各次構面之各變數平均數與標準差　33
　第四節 測量模型分析　36
　第五節 結構方程模式實證分析　39
　第六節 使用經驗與各構面之ANOVA分析　43
　第七節 研究結果　47
第五章 結論與建議　48
　第一節 結論　48
　第二節 管理意涵　51
　第三節 研究限制與未來建議　53
參考文獻　54
附錄 A　59
附錄 B　65
附錄 C　66

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