臺灣博碩士論文加值系統

　　電動機車的市場成長強勁，政府也對於電動機車有優惠補助，探討電動機車的購買意圖與態度是個重要的議題。本研究結合理性行為理論模型和利益風險觀點，探討消費者主觀規範、個人規範、低碳知識、生態知覺利益及知覺風險對於電動機車的對態度和購買意圖的影響，以及政府政策誘因對購買意圖的影響。本研究採用便利抽樣法，以台灣18歲以上的消費者為研究對象，使用線上問卷調查，有效問卷為409份。
　　本研究經測量模式分析結果發現：(1)主觀規範對態度未有顯著的影響；(2)主觀規範對購買意圖有正向的影響；(3)態度對購買意圖有正向的影響；(4)個人規範對態度和購買意圖有正向的影響；(5)生態知覺利益對態度和購買意圖未有顯著影響；(6)知覺風險對態度和購買意圖有負向的影響；(7)低碳知識對態度未有顯著影響；(8)低碳知識對購買意圖有正向的影響；(9)政府政策誘因對購買意圖有正向的影響。

　　The market for electric scooters is growing strongly. The government also has preferential subsidies for electric scooters. It is an important issue to discuss the purchase intention and attitude towrard electric scooters. This study integrated the theory of reasoned behavior and benefit-cost persopective to examine the impact of consumer subjective norms, personal norms, low carbon knowledge, ecological perception benefits and perceived risks on the attitude and purchase intention of electric scooters, and the impact of government policy incentives on purchase intentions. Using an online questionnaire survey, this study collected 409 valid responses from Taiwan who didn’t ever buy electric scooters and over 18 years old to test the hypotheses.
　　The results of PLS (partial least squares) showed that: (1) subjective norms have no significant effect on attitudes (2) subjective norms positively affected the intention of purchase significantly; (3) attitude positively affected the intention of purchase significantly; (4) personal norms positively affected attitude and the intention of purchase; (5) ecological perception benefits have no significant effect on attitudes and the intention of purchase; (6) perceived risks influences attitude and the intention of purchase significantly and negatively; (7) low carbon knowledge have no significant effect on attitudes; (8) low carbon knowledge positively affected the intention of purchase; (9) the impact of government policy positively affected the intention of purchase. The findings provide several significant implications and suggestions for marketing strategy and managerial practice.

致謝　I
摘要　II
ABSTRACT　III
目錄　IV
表目錄　V
圖目錄　VI

第一章　緒論　1
　第一節　研究背景　1
　第二節　研究目的　4
第二章　文獻探討與假設發展　5
　第一節　理性行為理論　5
　第二節　生態知覺利益與知覺風險　7
　第三節　低碳知識　10
　第四節　政府政策誘因　11
　第五節　小結　11
第三章　研究方法　13
　第一節　變數的定義與衡量　13
　第二節　問卷發放及回收　16
　第三節　研究方法　16
第四章　實證分析　18
　第一節　樣本資料描述　18
　第二節　測量模式之信度與效度分析　20
　第三節　研究假設驗證　23
第五章　結論與建議　27
　第一節　研究結論　27
　第二節　管理意涵　29
　第三節　研究限制與未來研究方向　30
參考文獻　32
附錄: 本研究問卷　38

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