| Summary: | 碩士 === 長庚大學 === 管理學院碩士學位學程在職專班經營管理組 === 99 === The CO2 discharged from vehicles an important part of the greenhouse gas emissions that lead to global warming. While the worldwide energy shortage poses many challenges to the R&D of alternative energies technology. The hybrid electric, one of the innovative technology, which is not only fuel saving but also carbon emissions reduction. Nowadays, less than 1% of the hybrid cars are sold in Taiwan which is a sign of poor consumer acceptance. Therefore, we can assume that car buyers in Taiwan resist the innovation of hybrid electric vehicle.
To examine the relationship between the resistance hybrid vehicle and the perception barrier of innovation, we will take the innovation resistance model proposed by Ram and Sheth (1989) with qualitative method of focus group interviews and the quantitative method of questionnaire. In this research, we will take the innovation resistance as the dependent variable while the independent variables are the perception barriers (usage, value, risk, tradition, image and price). Meanwhile, the moderator variables include the attitude of environmental issues and demographics. This paper used convenience sampling method with 403 questionnaires received both online and interviews.
The survey generated the following findings on innovation resistance:
-The use, value, risk, tradition and price are the significant disturbances but image is not.
-The attitude toward environmental issues has a moderating effect.
-The percentage of government subsidy and the willingness to pay (WTP) both have moderating effects.
-The gender, education, age and monthly dispensable income all have significant effects.
Finally, this paper presents conclusions and recommendations based on these findings, and hopefully will serve as references for the auto industry and future researches.
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