臺灣博碩士論文加值系統

　　本研究欲從利益與風險觀點，以及電動機車設計美感和價格框架效果，探討影響電動機車購買意圖的因素，研究結果可提供電動機車相關業者擬定管理和行銷策略之參考。
本研究採線上問卷方式收集樣本資料，以未購買電動機車者為研究對象，有效問卷共413份。
　　研究結果分析發現:(1)生態知覺利益、分價報價(相對於總期報價)、產品設計美感對購買意圖有正向影響；(2)知覺風險對購買意圖有負向影響；(3)產品設計美感對生態知覺利益有正向影響；(4)分價報價(相對於總期報價)對知覺風險未達到顯著效果；(5)分價報價(相對於總期報價)對生態知覺利益未有顯著影響。
　　根據本研究結果，提供提高電動機車購買意圖的政策意涵以及對未來研究的建議。

　　This study examined the factors affecting the purchase intention of electric scooters from the perspective of benefits and risks, as well as the design aesthetics of the electric scooters and the price framing effect.
　　The study is empirically tested using questionnaire survey data collected from 413 valid responses who had never purchased electric scooters.
　　The results of this study showed that: (1) ecological perceived benefits, periodic pricing (relative to total price) and product design aesthetics positively affected the purchase intention ; (2) perceived risk has a negative effect on purchase intention ; (3) product design aesthetics has a positive effect on ecological perceived benefits ; (4) periodic pricing (relative to total price) showed insignificant influences on perceived risk ; (5) periodic pricing (relative to total price) influences ecological perceived benefits insignificantly.
　　Based on the results, policy implications for increasing purchase intention of electric scooters and suggestions for future research are discussed.

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 研究背景與動機　1
　第二節 研究目的　3
第二章　文獻探討與假設發展　4
　第一節　生態知覺利益　4
　第二節　知覺風險　7
　第三節　價格框架　8
　第四節　產品設計美感　9
　第五節　小結　10
第三章　研究方法　12
　第一節　變數的定義與衡量　12
　第二節　問卷之發展與測試　14
　第三節　資料分析方法　14
第四章　實證分析　17
　第一節　樣本資料描述　17
　第二節　測量模式評估　18
　第三節　研究假設驗證　21
第五章　結論與建議　24
　第一節　研究結論　24
　第二節　管理意涵　25
　第三節　研究限制與建議　26
參考文獻　27

附錄：本研究問卷-總價報價　34
附錄：本研究問卷-分期報價　41

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