Impact of Customer Experience Value and Technology Acceptance Model on Purchase Intention of Smart Electric Motorcycle

• Main Authors: CHEN, KUAN-YU, 陳冠宇
• Other Authors: CHUANG, PAO-TIAO
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/hqrby2

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 106 === In the global trend of energy conservation and environmental protection, countries are actively investing in green transportation. Consumers are not easy to accept electric vehicles. Often because of high prices, insufficient endurance, and long recharging times, the central and local governments have subsidized the price of electric vehicles to promote. In order to attract consumers to purchase electric locomotives, it is very important to provide a trial ride experience for smart motor vehicles as well as the consumer experience that manufacturers bring to consumers in order to increase consumers' popularization of smart motorcycle. This research takes the smart electric motocycle as the research object to discuss the four types of customer experience value (playing type, utilitarian type, aesthetic type, and excellence type) and the influence of technology acceptance model on customers' purchase intention, by using reliability analysis and validity analysis to verify the reliability and effectiveness of the questionnaire design. Further, it uses regression analysis to explore the degree of influence on the purchase intention. The results of the study found that customer experience values are most likely to enhance purchase intentions in terms of playfulness, aesthetics, and excellence; and In the technology acceptance mode, the intelligent service provided by the smart electric motor vehicle makes the user feel useful and practical and makes the user feel easy to use, which effectively enhances the user's willingness to use and thus effectively enhances the purchase intention.