台灣消費者購買電動機車意願之關鍵成功因素研究

A Study of Key Success Factors for Consumer Purchasing Intention on Electric Scooter in Taiwan

近年來世界各國對石油的需求大幅增加，油價高漲，各國環保意識高漲，世界各國不得以創新的思維，加緊研發智慧型輕量化移動載具以符合環保、省能、安全、舒適、在地化等需求。我國經濟部從2009年開始，配合行政院的宣示，已購置補助電動機車及獎勵優質電動機車廠商的機制，推動鋰電池電動機車的使用，期望鼓勵民眾使用環保的電動機車取代汙染耗能的燃油機車。除了節能減碳，提升民眾生活環境品質之外，亦能帶動綠色電動機車產業的發展。本研究根據相關文獻與電動機車廠商的專家問卷，彙總出五個構面與21個評估因子，探討消費者購買電動機車之關鍵成功因素。再經由層級分析法（AHP），決定各評估準則之權重，並建立消費者購買電動機車之評選模式，根據本研究之研究結果與結論，提供建議予政府有關單位及電動機車業者之參考依據。本研究之結果顯示價格之權重及排序最高，而環境效益最低。而所有因子之權重結果排序依序為「充電方便(抽取式電池)」、「汰換電池價格」、「維修保養價格」、「購買價格」、「電池技術之開發」及「續航力」。

Due to huge demand in oil, higher oil price, and the increase in environmental protection for consumers, he governments actively promote the subsidy policy and provide lots of preferential programs to consumers to purchase electric scooters. This paper focuses on the application of key success factors (KSFs) for consumer’s purchasing intention on electric scooter in Taiwan based on the literature reviews and expert’s inputs, and a survey questionnaire was developed. Finally, the five criteria including 21 sub-criteria were obtained. The research adopted the Analytic Hierarchy Process (AHP) method to prioritize and rank the key success factors for consumer purchasing intention on electric scooter. The research results indicated that ‘the price’ (27.40%) was the most important criteria. The critical six factors ‘the flexibility in charging of batteries’ (11.40%), followed by ‘battery replacement price’ (10.40%), repair and maintenance price (6.70%), purchasing price (6.40%), development for battery technique (6.00%), as well as ‘the battery life time’ (6.00%)