| Summary: | 碩士 === 國立中山大學 === 行銷傳播管理研究所 === 106 === Green enegy including saving and reduce energy is an important issue around the world. Nowdays, how to reduce carbon pollution of the vehicles is more and more important. Mini electric vehicle is one of the methods and has advantages on reducing battery usage, lower energy. Most of researches focus on how to make mini electric vehicles, inceeasing battery efficientiency. Few researches of purphasing intention study. In view of this, this study attempts to discuss the intention of consumer purchaseing of micro-electric vehicles when micro-electric vehicles are not yet popular. The relevant factors hope to provide empirical data for the commercialization of future products. From a consumer-oriented perspective points combined future scenario as reference for the government policy and micro-electric vehicle industry related companies for marketing and promotion
This study will use the project behavior theory (TPB) put forward by Ajzen (1985, 1989) as the basic framework, and the environmental responsibility in the value-belief-norm theory to discuss the people attitudes and subjective norms for mini electric vehicles including perceived behavioral control, environmental responsibility impact on purchase intention. Regarding factors affecting the purchase intention of mini electric vehicles, the product knowledge and the impact of electric vehicle infrastructure on attitudes are also discussed. This study adopts the convenience sampling method and surveys 369 interviewees online. The result is that attitudes, subjective norms, and environmental responsibility have a positive influence on behavioral intentions, of which attitudes have the greatest influence, and knowledge and infrastructure It also has a positive effect on behavioral attitudes.
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