A Study on the Factors Affecting Purchase Intention for Electric Motorcycle

• Main Authors: CHIN, HUI-YUAN, 金會原
• Other Authors: CHEN, CHIN-YEU
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/99s3jf

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 107 === The electric motorcycle is a durable goods with the characteristics of high convenience, low energy consumption and low pollution. In addition to the basic functions to meet the needs of consumers, the electric motorcycle provides more added value than the traditional fuel motorcycle. This study is to understand the factors influencing consumption intention for electric motorcycle. From the perspective of the people's product benefits, product knowledge and perceived value, the relationships among the variables and purchase intention of electric motorcycle are discussed. This study focused on the use of motorcycle and potential consumers in Taiwan, using questionnaires to collect 484 valid data, and adopting exploratory factor analysis and multiple regression analysis to verify the research hypothesis. The research results show that product benefits and product knowledge have a significant positive impact on perceived value; while product benefits, product knowledge and perceived value also have a significant positive impact on purchase intention; in addition, in there is an intermediary effect of perceived value between product benefits, product knowledge purchase intentions. Finally, based on the research results, practical suggestions are proposed for the government and vendors to plan their promotion strategies.