Consumers’ Purchase Intentions of GOGORO –A Theory of Consumption Values

• Main Authors: Lin, Chun-Yuan, 林群淵
• Other Authors: Wu, Heng-Hui
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/h42efj

碩士 === 靜宜大學 === 管理碩士在職專班 === 106 === Gogoro's smart two-wheeler, which just launched in the electric motor industry in 2015, has brougt the impact to the market with its unique power-charging technology. It was breaking consumer's impression about the past of electric motors being taken a long time to charge. It was also indirectly affected the market of fuel motor. However, the high-cost Gogoro, such as a mobile phone, had to pay a monthly fee to use it, which also affected the price sensitivity for consumer. This study uses the theory of consumer value, the purchase intention of Gogoro's electric motor, and price sensitivity as a research evaluation tool. The research is conducted on the theory of consumer value as the independent variable, the purchase intention of Gogoro's electric motor as the variable, and the price sensitivity as the adjustment variable. This study adopts a questionnaire survey method to obtain 548 valid samples by means of convenient sampling and use the regression model to verify the hypothesis. It is found that functional value, emotional value, social value, novel value, and additional value have a positive influence on the purchase intention of Gogoro's electric motor. However, the price sensitivity of the adjustment variable has no influence on the consumer value to the purchase intention of Gogoro's electric motor.