| Summary: | 碩士 === 國立交通大學 === 運輸與物流管理學系 === 105 === The recent global emphasis on sustainable development and environmental consciousness has led to the rise of the hybrid vehicles in the automobile consumer market. However it's usage and purchase is not significant in Taiwan. This paper investigates the correlation of motivation type, self-construals, and environment concern with the purchase of hybrid vehicles using the Theory of Planned Behavior. Findings in this study shown that, altruistic motivation has a greater impact on behavioral intention than egoistic motivation. Moreover the degree of independent or interdependent self-construals will have notable impacts on the purchase and usage of hybrid vehicles. Also, this research also found that, the usage of egoistic motivation techniques will be more effective towards consumers with high level of independent self. Last, the degree of environment concern will also lead to higher buying intention for hybrid vehicles.
|
|---|
