| Summary: | 碩士 === 國立中央大學 === 高階主管企管碩士班 === 104 === Based on past studies I have found that consumers considering buying green energy commodities are affected by several important factors, which include the environmental awareness of the consumers themselves, consumer products, and the consumer's perceived value of the product's brand image. Since there have been so few studies of green energy commodities in the automobile industry, this research paper undertakes to survey consumers regarding the decision-making process when it comes to buying hybrid cars.
In this study 250 questionnaires were distributed, of which a total of 237 were validly completed and analyzed using structural equation modeling. The study found that significant factors influencing a consumer's attitude to buying a hybrid car are environmental awareness, perceived value of the price and quality, and the consumer's perception of the brand image. This means that consumers who are environmentally conscious are most concerned about the price, the product quality, and the brand image. In addition, the study found these factors had a significant positive effect on consumers' willingness to buy a hybrid. The more positive consumer's attitudes to the three factors, the higher their intent to purchase. Based on the above analysis, this study suggests the hybrid industry should focus on the price and quality of their products when advertising. To supplement the current academic research, more consideration could be given to other possible influences.
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