你對電動車情有獨鍾嗎？

Are You Crazy for Electric Cars?

近年來，電動車在全球市場已佔有一席之地。然而在台灣，此項創新產品仍處於初期接受階段，且文獻少有相關研究，特別是從消費者的角度進行探索。本研究旨在全球氣候變遷頻仍期間，透過篩選與整合解構式計畫行為理論、創新擴散理論與消費者個人情感等構念，以瞭解影響台灣消費者使用電動車意願的關鍵因素。經過網路問卷便利性蒐集到180位有效填答者數據，然後進行結構方程路徑統計分析。結果顯示可相容性、媒體影響、社交影響與自我效能等因素對消費者電動車的情感有正向促進效果，進而直接或間接影響其使用意願。而個人情感是影響使用意願的最重要預測因子之假設得到實證資料的支持。本研究結果將有助於政府制訂電動車產業發展政策與促進消費者使用電動車意願補助計劃，及業者與其他利害關係人提供電動車普及策略之參考訊息。

Electric vehicles have gained ground in the global market in recent years. However, this innovative product is still in the early stage of mass acceptance in Taiwan, and there are few literatures about the perspective of consumers. This research aims to understand the key factors influencing Taiwanese consumers' intention to use electric vehicles by integrating constructs such as planning behavior theory, innovation diffusion theory, and consumers' personal emotions. The data of 180 valid respondents were collected through online questionnaires, and then the path analysis of the SEM was carried out. The results show that factors such as compatibility, media influence, social influence and self-efficacy have positive effects on consumers' emotions about electric vehicle, which in turn directly or indirectly affect their intentions to use. Personal emotion is the most important predictor of intention to use, which is supported by empirical data. The results will help the government to formulate electric vehicle industry development policies and to implement subsidy plans to promote consumers' intention for commonly purchase electric vehicles.