臺灣博碩士論文加值系統

本研究採用 UTAUT2 與 TPB 模型探討消費者對電動機車的購買意願，研究對象為台灣與馬來西亞的消費者，台灣合計收回有效樣本為 238 份，馬來西亞為 243 份。

本研究之主要結論如下：

一、台灣：
1.績效期望對態度有正向影響：接受；2.努力期望對態度有正向影響：不接受；3.社會影響對態度有正向影響：接受；4.享樂動機對態度有正向影響：接受；5.價格價值對態度有正向影響：接受；6.習慣對態度有正向影響：接受；7.環
境關注對態度有正向影響：不接受；8.充電基礎設施對態度有正向影響：不接受；9.態度對主觀規範有正向影響：接受；10.方便條件對知覺行為控制有正向影響：接受；11.主觀規範對購買意圖有正向影響：接受；12.態度對購買意圖有正向影響：接受；13.知覺行為控制對購買意圖有正向影響：接受。

二、馬來西亞：
1.績效期望對態度有正向影響：接受；2.努力期望對態度有正向影響：接受；3.社會影響對態度有正向影響：不接受；4.享樂動機對態度有正向影響：不接受；5.價格價值對態度有正向影響：接受；6.習慣對態度有正向影響：接受；7.環境關注對態度有正向影響：不接受；8.充電基礎設施對態度有正向影響：不接受；9.態度對主觀規範有正向影響：接受；10.方便條件對知覺行為控制有正向影響：接受；11.主觀規範對購買意圖有正向影響：接受；12.態度對購買意圖有正向影響：接受；13.知覺行為控制對購買意圖有正向影響：不接受。

三、台灣與馬來西亞比較：
1.價格價值對態度的關係有顯著差異，台灣相較於馬來西亞易受到價格價值構面而影響其對態度。2.充電基礎設施對態度的關係有顯著差異，馬來西亞相較於台灣易受到充電基礎設施構面而影響其對態度。3.知覺行為控制對購買意圖的關係有顯著差異，台灣相較於馬來西亞易受到知覺行為控制構面而影響其對購買意圖。

並就上述研究結論對政府主管機關、業者與消費者提出建議。

This study used the UTAUT2 and TPB models to explore consumers' purchase
intention towards electric motorcycles in Taiwan and Malaysia. The total number of
valid samples collected in Taiwan was 238, and in Malaysia, it was 243.

The main findings of this study are as follows:

In Taiwan:
1. Performance expectancy has a positive impact on attitude: accepted.
2. Effort expectancy has a positive impact on attitude: not accepted.
3. Social influence has a positive impact on attitude: accepted.
4. Hedonic motivation has a positive impact on attitude: accepted.
5. Price value has a positive impact on attitude: accepted.
6. Habit has a positive impact on attitude: accepted.
7. Environmental concern has no positive impact on attitude: not accepted.
8. Charging infrastructure has no positive impact on attitude: not accepted.
9. Attitude has a positive impact on subjective norm: accepted.
10.Facilitating conditions have a positive impact on perceived behavioral control:
accepted.
11.Subjective norm has a positive impact on purchase intention: accepted.
12.Attitude has a positive impact on purchase intention: accepted.
13.Perceived behavioral control has a positive impact on purchase intention:
accepted.

In Malaysia:
1. Performance expectancy has a positive impact on attitude: accepted.
2. Effort expectancy has a positive impact on attitude: accepted.
3. Social influence has a positive impact on attitude: not accepted.
4. Hedonic motivation has a positive impact on attitude: not accepted.
5. Price value has a positive impact on attitude: accepted.
6. Habit has a positive impact on attitude: accepted.
7. Environmental concern has no positive impact on attitude: not accepted.
8. Charging infrastructure has no positive impact on attitude: not accepted.
9. Attitude has a positive impact on subjective norm: accepted.
10.Facilitating conditions have a positive impact on perceived behavioral control:
accepted.
11.Subjective norm has a positive impact on purchase intention: accepted.
12.Attitude has a positive impact on purchase intention: accepted.
13.Perceived behavioral control has no positive impact on purchase intention: not
accepted.

Comparison between Taiwan and Malaysia:
1. There is a significant difference in the relationship between price value and
attitude. In Taiwan, price value has a stronger influence on attitude compared
to Malaysia.
2. There is a significant difference in the relationship between charging
infrastructure and attitude. In Malaysia, charging infrastructure has a stronger
influence on attitude compared to Taiwan.
3. There is a significant difference in the relationship between perceived
behavioral control and purchase intention. In Taiwan, perceived behavioral
control has a stronger influence on purchase intention compared to Malaysia.
Based on the above research findings, the study provides recommendations for
government authorities, industry stakeholders, and consumers.

論文審定書II
誌謝VII
論文要VIII
ABSTRACTX
表目錄XIII
圖目錄VIII
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
第三節 研究流程3
第二章 文獻探討5
第一節 電動機車市場5
一、全球電動機車市場之發展5
二、台灣地區電動機車市場之發展8
三、馬來西亞電動機車市場之發展9
第二節 以 UTAUT2 模型探討消費者對電動機車的購買意願10
一、UTAUT2 模型10
二、UTAUT2 模型探討對電動機車的購買意願14
第三節 以 TPB 模型探討消費者對電動機車的購買意願17
一、TPB 模型17
二、TPB 模型探討對電動機車的購買意願20
第三章 研究方法23
第一節 研究架構與假設23
一、研究架構23
二、研究假設24
第二節 問卷設計24
第三節 研究對象與抽樣28
第四節 資料分析方法28
第四章 研究結果31
第一節 台灣問卷資料分析31
一、敘述性統計分析31
二、信效度分析37
三、結構方程式模型分析41
四、群組分析47
第二節 馬來西亞問卷資料分析56
一、敘述性統計分析56
二、信效度分析62
三、結構方程式模型分析66
四、群組分析72
第三節 台灣與馬來西亞各構面關係比較80
一、台灣消費者與馬來西亞消費者群組分析比較80
二、台灣與馬來西亞各群組分析比較81
第五章 結論與建議86
第一節 研究結論86
一、假設與結果86
二、群組分析89
第二節 研究建議與限制90
一、建議90
二、限制93
參考文獻94
一、中文部分94
二、英文部分95
三、網路資料101
附件：中文問卷調查104

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