消費者油電混合車知覺價值對購買意願影響之研究

A Study of the Influence of Consumer Perceived Value on Purchase Intention－A Case of Hybrid Car

近年來由於消費者環保意識的抬頭，節能減碳的風氣席捲全球，國人對於日常生活中各種用品無不重視其環保的概念。本研究探討產品屬性、產品形象與產品知識對於消費者知覺價值及購買意願之間的關係，以油電混合車一類的綠色產品作為探討對象，希望藉由上述幾個變項來闡述消費者對於油電混合車的看法。本研究以問卷調查方式進行各變項之間的探討，共收集367份有效樣本，利用AMOS及SPSS統計軟體作為分析工具，且運用敘述性統計、線性結構方程式、信度分析、效度分析等統計方法進行分析。本研究結果顯示消費者對於油電混合車的產品屬性、產品形象及產品知識，會直接影響消費者的知覺價值，亦會透過知覺價值間接影響購買意願，然而產品屬性不會對購買意願產生直接影響，僅會透過知覺價值產生間接影響。經過本研究的實證探討，希望能給予企業在擬定策略時一個參考方向，讓企業能更貼近消費者內心的想法。

Due to the environmental awareness, people began to attach importance to energy efficiency and reduce carbon. This global trend affects us to purchase green product. For this reason, we focus on hybrid car in this study and propose a research framework including product attribute, product knowledge, product image, perceived value and consumer purchase intention. A total of 367 valid responses were collected in our research, and we adopted structural equation modeling to examine our hypotheses. Our results suggest that product attribute, product knowledge and product image had the most significant influence on perceived value and consumer purchase intention. However, product attribute did not directly impact on consumer purchase intention. Our findings have implications for companies on making marketing strategies.