臺灣博碩士論文加值系統

隨著環境意識的抬頭，各國政府祭出了相關的技術獎勵政策，以促進電動車的使用，作為實現減少交通排放目標的途徑之一。而在台灣，由於民眾的交通需求，導致最具便利性的機車呈現高密度的現象，甚至造成嚴重的空汙問題，故其為迫切改進的課題。儘管補貼在是傳統經濟學理論中是刺激市場的有力政策工具，電動載具的普及率仍舊很低。本研究以台灣的Gogoro機車為研究對象，並採心理帳戶的視角，導入了心理賬面價值的概念，旨在借由與傳統經濟學理論相悖的理論，透過近似決策樹結構的問卷以調查民眾的購買決策，試圖解釋心理帳面價值將可能影響政府補貼政策的有效性並對政府提出改善建言。
本研究依據現實狀況與心理會計觀點概分三類顧客群(無機車者;有燃油機車但未回本者;有燃油機車且已回本者)，共收回612份Google網路問卷，檢測數據後最終以485份有效問卷(有效率約79%)做為分析依據。分析結果指出，此三類人員確實存在顯著性差異，因此心理賬面價值可被用於區隔電動機車市場，並確實會致使民眾購買決策的反應有所不同。研究最終發現，心理賬面價值對電動機車的「購買可能性」、「願付價格」及「購買補貼的影響程度」呈負向影響。換言之，由於心理賬面存有殘值，導致降低購買可能性，並抑制政府購買補貼的效果。因此，心理帳面價值是成為推廣電動機車的最大阻礙。
過去此類議題都以總體經濟宏觀的視角來談論外部效益;或以技術觀點來提升電動機車的性能;或以市場角度談論接受度，本研究之創新性在於以消費者心理帳戶的觀點切入此議題，強調bottom-up的途徑，證實以往相關研究中尚未闡明的影響因素，並運用異於以往的研究方法協助研究之進行，得到新的啟發並對未來研究提供不同的方向，像是不同購買補貼金額下的購買決策。

With the increasing of environmental sensitivity, governments worldwide have introduced relevant technology incentive policies to promote the adoption of electric vehicles as a measure to achieve the goal of diminishing traffic emissions. Although subsidy in traditional economic theory is a powerful policy tool in stimulating the market, the penetration of electric vehicles remains low. In this research, Gogoro scooter – a domestic brand of Taiwan – is taken as the object, and the concept of the “mental book value” from the Mental Accounting perspective was adopted in this research, the authors intended to investigate the purchasing decision of people through the questionnaire of decision-tree-like, attempting to explain the effectiveness of a government purchasing subsidy policy. Subjects were divided into three groups according to the situation from the Mental Accounting perspective (group 1- no scooter, group 2-owning a petroleum-fueled scooter and has not earned its cost, and group 3- owning a petroleum-fueled scooter and has already earned its cost).
After analyzing a total of 485 valid data, the research indicates that there were significant differences between groups; and each group had a different set of features that may indeed cause differences in purchase decisions. It seems reasonable to conclude that people's “decision-making behavior” is influenced by Mental Accounting. In a word, mental book value could be a very good variable in market segmentation. Moreover, mental book value has a negative influence on the purchasing possibility, willingness-to-pay, and the impact of the purchasing subsidy on people. In other words, a high residual value in mental accounting would reduce the purchasing possibility, and also decreases the effect of government subsidies.
In the past, most of the relevant researches mainly explore how to improve the performance of electric scooters from a technical point of view or to study market acceptance from a marketing perspective. A few commented on subsidies from a policy perspective. However, it is rare to discuss the purchasing possibility, willingness-to-pay based on the Mental Accounting viewpoint. Consequently, the contribution of this research is that the theory of Mental Accounting was introduced to measure the residual value, which emphasizes the bottom-up approach, and instead of emphasizing how much the subsidy provided, which was focused on the top-down approach.

致 謝 I
摘要 II
ABSTRACT III
Table of Contents V
List of Tables VI
List of Figures VII
Chapter One Introduction 8
1.1 Research Background 8
1.2 Research Motivation 10
1.3 Research Objectives and Research Questions 11
1.4 Research Procedure 12
Chapter Two Literature Review 13
2.1 A Worldwide Brief of Electric Vehicle 13
2.2 An Overview of E-scooters in Taiwan 15
2.3 A Review of Related Researches for E-scooters in Taiwan 19
2.4 Policy Tools – Subsidy 22
2.5 Decision, Behavioral Economics and Mental Accounting 25
Chapter Three Research Methodology 28
3.1 Research Framework 28
3.2 Research Design 30
3.3 Research Methods 32
3.4 Develop, Survey and Analyze the Questionnaire 41
Chapter Four Empirical Analysis 53
4.1 The Results of the Personal Characteristic Variables 53
4.2 The Results of the Variables Particularly Relevant 63
4.3 Comment for the MBV and Summary for Groups 73
4.4 The Results of the Further Analyses 75
Chapter Five Conclusions 78
5.1 Conclusions 78
5.2 Research Limitation and Further Research 82
Reference 133
Appendix I: The Questionnaire Implemented 138
AppendixⅡ: The Report of the Descriptive Statistics 150

Arkes, H. R. (1996). The psychology of waste. Journal of behavioral decision making, 9(3), 213-224.
Arkes, H. R., & Blumer, C. (1985). The psychology of sunk cost. Organizational Behavior and Human Decision Processes, 35(1), 124-140.
Chang, Han-Wen (2012, October). literature review. Retrieved 2018, November 18, from http://terms.naer.edu.tw/detail/1678735/ [Text in Chinese]
Chen, Han-Shen, Tsai, Bi-Kun & Hsieh, Chi-Mimg (2017). Determinants of Consumers’ Purchasing Intentions for the Hydrogen-Electric Motorcycle. Sustainability, 9(8), 1447. doi: 10.3390/su9081447
Chen, Hung-Sheng (2012). A Study and Analysis in Purchase Intention of Electric Scooter (Master's thesis), National Central University, Taoyuan City [Text in Chinese].
Chen, Jhao-Jhang (1998). Motor control of electric scooter. Electricity Monthly, 8(9)(448), 180-186 [Text in Chinese].
Chen, Jhen-Sing & Hsu, Cheng-hsien (1994). Discussion and analysis of eletirc scooter batteries. Energy Quarterly, 24(1)(450), 111-126 [Text in Chinese].
Chen, Kee-Kuo (2015). Assessing the Impact of Perceived Consumer Effectiveness and Self-Efficacy on Electric Scooter Purchase Intention of Taiwan College Students: The Moderating Role of Gender. Asian Journal of Research in Marketing, 4(3), 13-26
Chen, Li-Jhen (2010). Position and Market Drivers of Taiwan Electric Scooter. Electricity Monthly, 229(448), 191-192 [Text in Chinese].
Chen, Xin-Rong (2017). Premier Lai conditioned a third five-year plan for electric scooter subsidies. Retrieved 2018, January 29, from http://www.chinatimes.com/newspapers/20171215000131-260202
Chen, Yen-Hung (2011). The Study of the Purchasing Intention of Electric Scooters-Based on Technology Acceptance Model Perspective. (Master's thesis), National Pingtung University [Text in Chinese].
Cheng, Yu-Lun (2013). The critical factors that affect the purchase of electric scooters. (Master's thesis), National Central University, Taoyuan City [Text in Chinese].
Chiu, Yi-Chang (1994). Demand of Electric Motorcycle in Taipei and Fuzzy Assistant Model for Stated Preference Data. (Master's thesis), National Chiao Tung University, Hsinchu City [Text in Chinese].
Chou, Yu-Fu (2017). Parallel Connection Technologies for Portable Lithium Ion Batteries and Its Applications for Performance Upgrade of Electric Scooters. Industrial materials, 364(440), 139-146 [Text in Chinese].
Collins Dictionary (2018, 2018 6th November). Definition of 'subsidy'. Retrieved 2018 November 6, from https://www.collinsdictionary.com/dictionary/english/subsidy
Cooper, D. R., & Schindler, P. S. (2011). Business research methods (11 ed.). Taipei: McGraw-Hill
Davey, N. (2016). Infographic: How to Master Questionnaire Design. Retrieved 2019, January 10, from https://www.mycustomer.com/experience/voice-of-the-customer/infographic-how-to-master-questionnaire-design
Demirci, E. Z., & Erkip, N. K. (2017). Designing an intervention strategy for public-interest goods: The California electric vehicle market case. Omega, 69, 53-69.
Directorate General of Highways (2018). Number of Registered Motor Vehicles by Counties, Cities and Fuel (from 2012 September). Retrieved 2018, January, from https://stat.thb.gov.tw/hb01/stmain.jsp?sys=220&ym=10109&ymt=10600&kind=21&type=1&funid=1110008&cycle=41&outmode=0&compmode=0… [Text in Chinese]
Electric Scooter Industry Network (2018a). The First Eight Sales E-scooter Types During a Year. Retrieved 2018, January 29, from https://www.lev.org.tw/subsidy/carSell.aspx [Text in Chinese]
Electric Scooter Industry Network (2018b). Subsidy Result. Retrieved 2018, January 29, from https://www.lev.org.tw/subsidy/result.aspx [Text in Chinese]
Electric Scooter Industry Network (2018c). Subsidy Types. Retrieved 2018, January 29, from https://www.lev.org.tw/subsidy/subsidyCar.aspx [Text in Chinese]
Electric Scooter Industry Network (2019, January 17). The First Eight Sales E-scooter Types During a Year. Retrieved 2019, January 17, from https://www.lev.org.tw/subsidy/carSell.aspx [Text in Chinese]
Executie Yuan (2008). Sustainable energy policy programme. Retrieved 2018, January 28, from https://www.ey.gov.tw/Page/9277F759E41CCD91/6f0faa1c-9406-48d0-97aa-78ccea4f3f02 [Text in Chinese]
Executie Yuan (2009). Purchase Subsidies and Incentives Offered for Electric Scooters. Retrieved 2018, January 28, from https://english.ey.gov.tw/News_Content2.aspx?n=8262ED7A25916ABF&sms=DD07AA2ECD4290A6&s=DED2EDB46E2787B3
Executie Yuan (2010). Premier Wu : The government is committed to develop the smart electric vehicle industry in the future. Retrieved 2018, January 28, from https://www.ey.gov.tw/News_Content2.aspx?n=F8BAEBE9491FC830&sms=99606AC2FCD53A3A&s=8BDBBD53924115EB [Text in Chinese]
Executie Yuan (2011). Taiwan’s electric vehicle standards on track with the world. Retrieved 2018, January 29, from https://english.ey.gov.tw/News_Content2.aspx?n=8262ED7A25916ABF&sms=DD07AA2ECD4290A6&s=3440A13306A89A89
Fluchs, S., & Kasperk, D. (2017). The Influence of Government Incentives on Electric Vehicle Adoption: Cross-national Comparison: Philipps-Universität Marburg, Faculty of Business Administration and Economics, Department of Economics (Volkswirtschaftliche Abteilung).
Gao, Yan-Jhong (2005). Decision-Making Analysis for the Development of Taiwan’s Electric Motorcycle Industry. (Master's thesis), Da-Yeh University, Changhua County [Text in Chinese].
Gogoro. (2018). Collection of government subsidy programs. Retrieved 13 February, 2018, from https://goo.gl/o9mjx4 [Text in Chinese]
Hirst, D. E., Joyce, E. J., & Schadewald, M. S. (1994). Mental accounting and outcome contiguity in consumer-borrowing decisions. Organizational Behavior and Human Decision Processes, 58(1), 136-152.
Hong, Jhen-Yi, Huang, Yyong-Yun & Jhan, Jia-Sin (2016). Appearing sky blue again, Taiwan Miracle - Gogoro. Business Education Quarterly, 490(138), 28-39 [Text in Chinese].
Hsu, Chia-Chun (2016). A Study of Consumers’ Attitudes towards Value Propositions Proposed by Taiwan E-Scooter Manufacturers. (Master's thesis), National Taiwan University of Science and Technology, Taipei City [Text in Chinese].
Hsu, Tseng-Ming (1997). Feasibility Study on the use of Electric Scooters by Taiwanese Government and Large State-owned Enterprises. Industrial Newsletter, 27(12)(555), 54-95 [Text in Chinese].
Huang, Lan-Ying (2013). A study on Business Model for Taiwan’s Electric Scooter industry. (Master's thesis), National Sun Yat-Sen University, Kaohsiung City [Text in Chinese].
Huang, Shan-Yan, Chiou, Cherng-Ying & Liao, Miao-Ling (2015). A Study of Key Success Factors for Consumer Purchasing Intention on Electric Scooter in Taiwan. Journal of Tourism and Leisure Management, 3(1)(992), 139-152 [Text in Chinese]. doi: 10.6510/JTLM.3(1).11
Huang, Shihping-Kevin, Kuo, Loping & Chou, Kuei-Lan (2016). Constructing Taiwan's motorcycle diffusion model against government subsidy. Paper presented at the Proceedings of the Proceedings of the 24th International Academic Conference, Barcelona. https://ideas.repec.org/p/sek/iacpro/4006298.html

Huang, Shi-Tao, Lin, Yen-Wei, Fan, Kai-Hong, Zhou, Fang-Yu, Chen, Jhen-Cing, & Xu, Yu-Shen. (2012). A Discussion of the Problem of the Failure of Electric Scooter Popularization by the Methods of ANP: An Example of the Division of the Old Kaohsiung City.. Journal of Engineering Technology and Education, 9(2)(405), 138-146 [Text in Chinese].
Huang, Yu-Wen (2012). Marketing Research on Taiwan’s Electric Scooter Industry. (Master's thesis), National Chengchi University, Taipei City [Text in Chinese].
Industrial Development Bureau,Ministry of Economic Affairs (2011). Consumers purchasing electric scooters in 2011- same subsidy, but wider selection and more convenience. Retrieved 2018, January 29, from https://www.moeaidb.gov.tw/external/ctlr?lang=1&PRO=news.rwdNewsView&id=10602
Industrial Development Bureau,Ministry of Economic Affairs (2015). Is Gogoro benefiting from the government’s emphasis on electric scooters? Retrieved 29 January, 2018, from https://www.moeaidb.gov.tw/external/ctlr?lang=1&PRO=news.rwdNewsView&id=17621
Industrial Development Bureau,Ministry of Economic Affairs (2018). Ministry of Economic Affairs and the Automobile Industry Join Forces to Promote Electric Vehicles from 2030-2040. Retrieved 29 January, 2018, from https://www.moeaidb.gov.tw/external/ctlr?lang=1&PRO=news.rwdNewsView&id=17621
International Energy Agency (2017). Global EV Outlook 2016
International Energy Agency (2017). Global EV Outlook 2017
Is zero-pollution really eco-friendly?! (2017) Website of Zero Accident Institute Retrieved 2018, January 27, from https://goo.gl/8xaqKA [Text in Chinese]
Jiang, J., & Kandachar, P. (2008). Questionnaire Design Process Retrieved 2019, January 10, from https://www.researchgate.net/figure/Questionnaire-design-process_fig4_23932145
Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decisions under risk. Econometrica, 47, 263-291.
Khasawneh, M. H. (2009). Questionnaire Design and Development Process. Retrieved 10 January, 2019, from https://www.researchgate.net/figure/Questionnaire-Design-and-Development-Process_fig4_267954145
Ko, Yun-E (2012, October). Survey Method. Retrieved 2019, January 6, from http://terms.naer.edu.tw/detail/1678715/?index=2 [Text in Chinese]
Lee, Shuo-Jen & Weng, Fang-Bor. (2002). Recent R&D and future prospects of fuel cell technology in Taiwan. Fuel Cells Bulletin, 2002(2), 8-11.
Lee, Tzu-Chang, Huang, Chien-Chih & Lai, Ming-Pin (2016). The user preferences for new energy motorcycles in Taiwan. Paper presented at the Applied System Innovation (ICASI), 2016 International Conference on.
Lee, Yuh-Ming & Pan, Fu-Sheng (2003). Assessment of the Policy of Promoting Electric Scooters in Taiwan: An Application of Life Cycle Assessment. Sustainable Industrial Development Journal, 10, 37-48 [Text in Chinese].
Liang, Shih-An & Yu, Kuo-Wei (2005). Using Technology Acceptance Model to Explore User Acceptance of Two-wheel Electric Scooter. Marketing Review, 2(2)(496), 135-148 [Text in Chinese].
Liao, Heng-Han (2013). Taiwan Electric Scooter Promotion Policy Study. (Master's thesis), National Cheng Kung University, Tainan City [Text in Chinese].
Liu, An-Xi & Xu, Guang-Rong (2006). Assessment of the Electric Motorcycle Policy.. Environmental protection, 29(1)(445), 57-69 [Text in Chinese].
Liu, Shao-Kuan (2017). The Effects of Battery Exchanging Stations Density on the Willingness to Purchase Electric Scooter - A Case of Tainan City. (Master's thesis), National Cheng Kung University, Tainan City [Text in Chinese].
Lynes, M. (2017). Plug-in electric vehicles: future market conditions and adoption rates. from https://www.eia.gov/outlooks/ieo/section_issues.php#pev
MBA Lib (2015, October 30). Decision Tree. Retrieved 2019, January 24, from https://wiki.mbalib.com/zh-tw/%E5%86%B3%E7%AD%96%E6%A0%91 [Text in Chinese]
Ministry of Transportation And Communications (2019). Motor Vehicle Registration. Retrieved from: https://goo.gl/PRBSCv
Okada, E. M. (2001). Trade-ins, mental accounting, and product replacement decisions. Journal of Consumer Research, 27(4), 433-446.
Page, K. (2010). Survey & Questionnaire Design in Applied Marketing Research. Retrieved 10 January, 2019, from https://www.slideshare.net/drkellypage/pagek-marketing-researchwk534
Pierre, M., Jemelin, C., & Louvet, N. (2011). Driving an electric vehicle. A sociological analysis on pioneer users. Energy Efficiency, 4(4), 511.
Purchase Intention of Taiwan College Students: The Moderating Role of Gender. Asian Journal of Research in Marketing, 4(3), 13-26.
Raoulji, D., Patel, J., & Patel, M. (2016). Review Paper on a Fuel Cell Scooter. International Journal of Engineering Science, 3902.
Su, Che-Hung, Huang, Li-Chung, Chu, Chao-Yi, Lin, Yu-Hung & Lin, Bing-Ming (2013). The Facing Problem and Future Prospect of Promoting Electric Scooter in Taiwan. Industrial materials, 315(440), 62-69 [Text in Chinese].
Sung, Yen-Ching (2010). Consumer learning behavior in choosing electric motorcycles. Transportation planning and technology, 33(2), 139-155.
Taiwan Automotive International Forum (2019). Motor vehicle registration statistics in Taiwan (Excel File). Retrieved 2019, March 27, from Taiwan Automotive International Forum, TAIFE https://goo.gl/8oQ5JU [Text in Chinese]
Thaler, R. H. (1980). Toward a positive theory of consumer choice. Journal of Economic Behavior & Organization, 1(1), 39-60.
Thaler, R. H. (1985). Mental accounting and consumer choice. Marketing Science, 4(3), 199-214.
Thaler, R. H. (1999). Mental accounting matters. Journal of behavioral decision making, 12(3), 183.
Thaler, R. H. (2017). Misbehaving: The making of behavioral economics: Igi Global 701 E Chocolate Ave, Ste 200, Hershey, Pa 17033-1240 USA.
the Bureau of Energy (2018). Statistical annual Reports for Energy Demand by Forms and Sectors(2002-2017) (Excel File). Retrieved 2019, March 26, from the Bureau of Energy, BOE https://goo.gl/UDoqQJ
The International Energy Agency (2018b). WEO 2018 Data Explorer (Figure). Retrieved 2019, March 27, Retrieved from https://goo.gl/2uvUCX
the International Energy Agency, I. (2018a). CO2 Emissions from Fuel Combustion 2018 Highlights (p. 166). Retrieved from https://goo.gl/pX4ZWt
Ting, Kuo-Hua, Chen, Ben-Ming, Wu, Hsi-Chuan, & Huang, Wan-Cheng (1999). Promoting the use of electric scooters in Chiayi County. Wu Feng Institute of Technology Journal, 7(051), 43-46 [Text in Chinese].
Wilson, C., & Dowlatabadi, H. (2007). Models of decision making and residential energy use. Annual review of environment and resources, 32.
Wu, Chia-Chuan (2000). The Importance of Establishing the Product Institution for Industrial Development - Taking Electric Scooters for an Example. Industry Forum, 1(555), 73-76 [Text in Chinese].
Wu, I-Hsuan (2012). Key Factors that Influence Consumer Decision to Purchase Electric Scooters At Penghu. (Master's thesis), National Penghu University of Science and Technology [Text in Chinese].
Wu, Jhih-Yi (2017). Assessing Factors Affecting Effectiveness of E-Motorbike promotion as a Transportation Mode Choice in Urban Area: A case study of Kaohsiung City. (Master's thesis), National Kaohsiung First University of Science and Technology [Text in Chinese].
Yang, Jiang-Yi & Wu, Po-Ching (1999). Categorical Data Analysis on the Survey of Electric Scooter Extension Activity in I-Lan Area. Journal of Ilan Institute of Technology, 3(051), 1-10 [Text in Chinese].
Yang, Yun-Hsiou (1997). The reseach of issues and strategy with electric scooter. (Master's thesis), National Chung Hsing University, Taichung City [Text in Chinese].
Yeh, Hsien-Kun (2000). Discussion on the Feasibility of Promoting Electric Scooters in Taipei Metropolitan Area. Journal of Nangang Vocational High School, 18(051), 181, 183-201 [Text in Chinese].
You, Jun-Da & Lin, Bing-Ming (2012). Taiwan E-scooter Industry Promotion Review. Industrial Materials, 303, 65-73
You, Jun-Da & Lin, Bin-Ming (2012). Taiwan E-scooter Industry Promotion Review. Industrial materials, 303, 65-73 [Text in Chinese].
Zeng, Yu-Zhi (2016). Application of 6-Sigma DMAIC Method to Improve Green Energy Motor Vehicle Motor Assembly Process. (Master's thesis), National Chin-Yi University of Technology, Taichung City [Text in Chinese].