臺灣博碩士論文加值系統

由於近年來全球暖化、環境污染和石油危機的問題日趨嚴重，綠色消費已成為社會大眾關注的重要議題。考量到對環境的衝擊，以及對環保意識日益高漲之情況下，消費者選購產品時也因此改變了原先的消費方式，轉而購買損害較低或有利環境之產品。為了因應氣候變遷與減緩溫室氣體污染的成長，我國政府日前也正式宣示自2035年起禁售燃油機車，在此趨勢與政策推動之下，實施了一系列的永續發展及節能減碳政策，各縣市也開始打造低碳永續城市。消費者選購產品時，除了會考量個體對產品的需求外，產品是否能彰顯自我想要表達的獨特性與形象也是考量因素之一。而Gogoro電動機車屬於一項新科技產品，在產品設計上有別於傳統燃油機車與電動機車，整體設計簡約又具時尚感，消費者可選擇個人化的設計來打造屬於自己的電動機車，以滿足消費者獨特性之需求。
因此，本研究將運用計劃行為理論來探究影響消費者購買電動機車的主要影響因素，並以Gogoro電動機車為例，來探討自我展現、消費者獨特性需求、人際影響、外部影響、自我效能、資源促進條件、技術促進條件等是否對Gogoro的購買意圖有影響。利用問卷調查法蒐集大台中地區消費者的樣本，以結構方程模型進行實證，結論如下：消費者對於購買Gogoro的態度、知覺購買Gogoro的主觀規範及行為控制力，會正向影響消費者的購買意圖；消費者對於自我展現以及消費者獨特性需求，會正向影響其購買Gogoro的態度；消費者對於人際影響，會正向影響其購買Gogoro的主觀規範，而消費者對於外部影響，則為反向影響其購買Gogoro的主觀規範；消費者對於自我效能，會正向影響其購買Gogoro的知覺行為控制，而消費者對於技術促進條件以及資源促進條件，則為不顯著的影響其購買Gogoro的知覺行為控制。

Due to the serious problems of global warming, environmental pollution and oil crisis in recent years, green consumption has become an important topic of public concern. Considering the impact on the environment and the growing awareness of environmental protection, consumers have also changed the way they used to buy products, and instead bought products that were less damaging or environmentally friendly. In response to climate change and slow down the growth of greenhouse gas pollution, our government has officially announced the ban on fuel locomotives since 2035, this trend and policy to promote the implementation of a series of energy-saving carbon reduction and sustainable development policies, the counties and cities have begun to build low-carbon sustainable cities. Consumers buy products, in addition to their own product needs, whether the product can demonstrate the uniqueness of the expression and the image is also one of the factors to consider. Gogoro belongs to a new technology products, in product design is different from the traditional fuel locomotives and electric scooter, the overall design is simple and stylish, consumers can choose personalized design to build their own motor car to meet the consumer’s needs for uniqueness.
Therefore, this study examines the main factors affecting consumers ' purchase of Gogoro electric scooter through the theory of planned behavior, and explores whether there is any influence on the purchase intention of Gogoro, such as self-expressive, consumer’s needs for uniqueness, interpersonal influence, external influence, self-efficacy, technology facilitating conditions, resource facilitating conditions, etc. This study investigates the consumers Taichung by survey and empirically tests this model with structural equation modeling and produces the following conclusion. When buying Gogoro, consumers’ attitude, subjective norms, and perceived behavior control positively impact on their intention to buy. The self-expressive of consumers and the consumer’s needs for uniqueness positively impact their attitudes towards purchasing Gogoro; The interpersonal of consumers positively impact their subjective norms towards purchasing Gogoro, but the external influence of consumers reversely impact their subjective norms towards purchasing Gogoro; The Self-efficacy of consumers positively perceived behavior control towards purchasing Gogoro. But the technology facilitating conditions and the resource facilitating conditions of consumers not significant perceived behavior control towards purchasing Gogoro.

中文摘要 i
ABSTRACT ii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 4
第三節 研究流程 5
第二章 文獻探討 6
第一節 計劃行為理論 6
第二節 自我展現(SELF-EXPRESSIVE) 12
第三節 獨特性需求 13
第三章 研究方法 16
第一節 研究架構與假設 16
第二節 研究對象 22
第三節 研究變項之定義與衡量 23
第四節 問卷設計 32
第五節 統計分析方法 35
第四章 實證分析 37
第一節 樣本輪廓分析 37
第二節 信度分析 40
第三節 驗證性因素分析 43
第四節 結構模型分析 50
第五節 中介效果分析 56
第五章 結論與未來建議 61
第一節 研究結果與討論 61
第二節 研究意涵 66
第三節 研究限制與未來建議 69
參考文獻 71
附錄一 正式問卷 75

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