| Summary: | 碩士 === 逢甲大學 === 電子商務碩士在職專班 === 101 === Public gas utilities means approved by the government in the business area, engaged in the supply of natural gas and other gaseous fuels catheter to domestic, commercial and service users of public utilities, commonly known as the catheter Gas Company, until the end of 2012 total Utilities Natural Gas industry are 25 in Taiwan. The industry will apply for companies to set up business in the region, district management. Based on Economic Affairs Bureau of Energy 99’s year-statistics, till the end of 2010, the total number of users of gas companies is 2,996,644, approximately 44.1% of whole Taiwan 7,937,024 households.
&;quot;User&;quot; is the lifeblood of the natural gas company. Increasing the number of users, increasing the gas usage are the ways to maintain the company’s business. And rather than make an endeavor to promote household of natural gas use, the company would better discuss why for nearly 50 year’s management, the user’s popularity is still not as high as water, electricity. What’s the reason? We’ll take the case of Qui St. (2010) theory of 4C “ Explicit cost on”, “Information search costs” , “Moral crisis costs” and “Asset specificity costs” four dimensions as qualitative survey to investigate the central area residents&;#39; willingness of installing natural gas.
According to the survey, we found that the consumers who didn’t install the natural gas were because they have no impression and don&;#39;t fully understand the informations of gas usage provided from Natural Gas Company. Under such unequal information environment, it’s not easy for people to choose to use natural gas when they install residential fuel deivce. Therefore, The company should provide non-users more informations, reduce consumers&;#39; cost of information collection ,thus, gradually change the consumer&;#39;s intention of installation.
Keywords: natural gas, purchase intention
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