臺灣博碩士論文加值系統

　　近年來國內空氣品質汙染日趨嚴重，人們對於環境保護的意識日漸抬頭，在能源逐漸耗損的狀態下，若能加速汰換傳統機車至電動機車，就可以大幅降低空氣中的污染源，環境品質得以改善亦能提升民眾的健康狀況及生活品質；然而發展電動機車可以達到節能減碳的效益。本研究目的在探討消費者對購買電動機車之意向因素為主軸，採用「環境意識」、「品牌形象」、「知覺價值」、「行為意向」作為研究模式的主要架構。本研究採問卷調查法以台灣一般消費大眾為問卷發放對象，藉由網路問卷回收324份問卷，有效樣本為321份，無效樣本為3份。本研究結果顯示環境意識影響知覺價值為不顯著；品牌形象影響知覺價值呈正向顯著關係、知覺價值對行為意向影響呈正向顯著關係；知覺價值做為環境意識、品牌形象與行為意向之中介變數之假設並不成立。

　　In recent years, domestic air quality pollution has become increasingly serious. People's awareness of environmental protection is on the rise. In the state of gradual depletion of energy, if the traditional locomotive can be accelerated to the electric locomotive, the pollution source in the air can be greatly reduced, and the environmental quality can be improved. It can also improve the health and quality of life of the people; however, the development of electric vehicles can achieve the benefits of energy saving and carbon reduction. The purpose of this study is to explore the consumer's intention to purchase electric motor vehicles as the main axis, using "environmental awareness", "brand image", "perceived value" and "behavioral intention" as the main framework of the research model. In this study, the questionnaire survey method was used to distribute the questionnaires to the general consumers in Taiwan. 324 questionnaires were collected through the online questionnaire. The effective sample was 321 and the invalid sample was 3. The results of this study show that environmental awareness and brand image affect perceptual value and are positively correlated, and perceptual value is positively correlated with behavioral intention.

目錄
誌謝 i
摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究目的 7
第四節 研究流程 8
第二章 文獻探討 9
第一節 電動機車 9
第二節 環境意識 10
第三節 品牌形象 18
第四節 知覺價值 24
第五節 行為意向 28
第三章 研究方法 33
第一節 研究架構與假設 33
第二節 研究變數操作型定義 37
一、環境意識 37
二、品牌形象 37
三、知覺價值 37
四、行為意向 37
第三節 研究問卷設計 39
第四節 研究對象與抽樣方法 45
第五節 研究資料之統計方法 45
第四章 資料分析與結果 46
第一節 信度分析 46
第二節 敘述性統計分析 47
第三節 獨立樣本T檢定-項目分析 51
第四節 各構面之KMO與Bartlett的球形檢定 57
第五節 各構面之皮爾森積差相關分析 58
第六節 環境意識、品牌形象、知覺價值與行為意向之變異數分析 59
第七節 環境意識、品牌形象、知覺價值與行為意向之迴歸分析 61
第八節 知覺價值為中介效果之分析 63
第五章 結論與建議 66
第一節 研究結論 66
第二節 管理意涵及研究貢獻 68
第三節 研究限制與建議 69
第六章 參考文獻 70
一、中文文獻 70
二、英文文獻 72
附錄一 問卷 81

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