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研究生:蔡宇蘊
研究生(外文):TSAI,YU-YUN
論文名稱:消費者對電動機車購買行為意向之研究-基於解構式計畫行為理論之分析
論文名稱(外文):Determinants of Consumers' Purchasing Behavior Intentions for the Electric Motorcycle - An Analysis Based on the Decomposed Theory of Planned Behavior
指導教授:張瑞元張瑞元引用關係蔡明純蔡明純引用關係
指導教授(外文):CHANG,RUEI-YUANTSAI,MING-CHUNG
口試委員:朱曉萍
口試委員(外文):CHU,HSIAO-PING
口試日期:2022-07-13
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2022
畢業學年度:110
語文別:中文
論文頁數:49
中文關鍵詞:計畫行為理論科技接受模型解構式計畫行為理論行為意向
外文關鍵詞:Theory of Planned BehaviorTechnology Acceptance ModelDecomposed Theory of Planned BehaviorBehavior Intention
相關次數:
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  • 下載下載:107
  • 收藏至我的研究室書目清單書目收藏:0
在現今注重環境問題下,電動機車的市場越來越多人在關注,探討消費者對電動機車的購買意向也日益重要。本研究結合計畫行為理論和科技接受模型以及環境關注來探討影響消費者購買電動機車因素,透過解構式計畫行為理論探討在態度、主觀規範、知覺行為控制影響消費者的行為意向。本研究採用便利抽樣法,使用線上問卷方式進行調查,總共蒐集有效問卷257份。本研究以結構方程式模型分析方法驗證此意向模式,研究顯示,模型中主觀規範與知覺行為控制等因素對於行為意向的影響均達正向顯著,其中又以知覺行為控制因素之影響效果最大;另外,認知有用性對於態度的影響達正向顯著;主群體及次群體對主觀規範有顯著正相關影響,其中又以主群體之影響效果最大;自我效能對於消費者購買電動機車的知覺行為控制有正向顯著影響。研究建議可提供相關產業單位作為行銷策略實務之應用及後續研究參考。
With the current focus on environmental issues, more and more people are paying attention to the market of electric vehicles. It's also increasingly important to explore consumer purchase intentions for electric scooters. This study combines planning behavior theory and technology acceptance model to explore the factors that affect consumers' purchase of electric vehicles and uses decomposed theory of planning behavior to explore attitudes, subjective norms, and perceived behavioral control that influence consumers' behavioral intentions. This study adopts the convenience sampling method and conducts the survey by means of an online questionnaire. This research was collected from a total of 257 questionnaires. In this study, the structural equation model analysis method was used to verify this intention model. This research shows that model factors such as subjective norms and perceived behavioral control have positive and significant influences on behavioral intention and the influence of perceived behavioral control factors is the largest. In addition, cognitive usefulness has a positive and significant impact on attitude; the main group and subgroup have a significant positive correlation with subjective norms; the main group has the greatest impact and self-efficacy has a positive and significant effect on consumers' perceived behavioral control of purchasing electric scooters. The research recommendations can provide industry-related units as a reference for the application of marketing strategy practice and follow-up research.
摘 要 i
ABSTRACT ii
誌 謝 iii
目 錄 iv
表目錄 v
圖目錄 vi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討與假設推論 5
第一節 電動機車之討論 5
第二節 計畫行為理論 7
第三節 科技接受模型 10
第四節 環境關注 11
第五節 影響消費者對電動機車購買意向相關因素 12
第參章 研究方法 14
第一節 研究架構 14
第二節 研究對象 14
第三節 研究變項操作性定義與衡量方式 15
第四節 統計分析方法 17
第肆章 資料分析與研究實證 19
第一節 敘述性統計分析 19
第二節 模型實證結果分析 25
第伍章 研究結論與建議 36
第一節 研究結論及管理意涵 36
第二節 研究貢獻 38
第三節 研究限制與未來方向 39
參考文獻 40
附錄:問卷調查 43


表目錄
表 1:電動機車的種類 5
表 2:2022年3月台灣電動機車與燃油機車銷售占比率 5
表 3:2022年1-3月台灣電動機車與燃油機車銷售占比率 6
表 4:工業局電動機車補助方案 6
表 5:環保局電動機車獎勵項目 6
表 6:各縣市環保局補助項目 6
表 7:購買電動機車DTPB模型之研究變相與問卷題目 16
表 8:人口統計變項之樣本分析 19
表 9:性別在各研究變項上之差異分析 20
表 10:婚姻狀況在各研究變項上之差異分析 21
表 11:教育程度在各研究變項上之差異分析 22
表 12:騎乘電動機車在各研究變項上之差異分析 23
表 13:購買電動機車在各研究變項上之差異分析 24
表 14:測量模型分析之結果 27
表 15:各構面間的相關係數與 AVE 的根號值 30
表 16:直接效果關係之檢定 34
表 17:間接效果分析結果 35
表 18:本研究結果之彙整表 36
表 19:本研究結果及意涵之彙整表 38





圖目錄
圖 1:研究流程 4
圖 2:計畫行為理論基礎架構 9
圖 3:科技接受模型 10
圖 4:研究架構圖 14
圖 5:路徑關係圖 32


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