The influence of perceived barrier on user satisfaction: An example of electric scooter

• Main Authors: Cheng Liu, 劉震
• Other Authors: CHUN-YUN WU
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/u2d72r

碩士 === 東海大學 === 企業管理學系碩士班 === 106 === Motorcycle is the most frequently used traffic tool in Taiwan, which means exhaust emissions would become a big problem. Electric scooter promotion and development project was proposed sine 2009 to meet win-win situation both in economic benefit and environmental protection, then attain the goal of sustainability. However, electric scooter is still not popularized. The phenomenon of Innovation Resistance should exist in potential users. This paper is based on the perspective of Innovation Resistance (Ram and Sheth, 1989). Survey with questionnaires and focus group interview were both employed to collect data. The research objective is to explore the relationship between innovation resistance and user satisfaction. The dependent variable is user satisfaction, and usage, value, risk, tradition, and image barrier five barriers are included as antecedents. Totally 168 samples were collected. The results show that users’ usage, value, and risk barriers exert negative effect on their satisfaction, however, the effects of users’ tradition resistance and image resistance were not supported. Besides, compared to the users in Taichung, those in Taoyuan are more satisfied with the supporting policies. Managerial implication and suggestion are also discussed. Keywords: Electric Scooter, Innovation Resistance, User Satisfaction