後疫情綠色出行愛地球

A Study on the Intention to Use New Energy Vehicles for Taiwanese

本文主要調查臺灣民眾的消費價值觀在疫情後對於新能源汽車購買意願的影響。與以往文獻的不同在於我們調整Sheth（1991）的消費價值理論，增加轉售價值、尋求新奇和油價上漲等三構念建構新模型。此外，本調查是少數針對台灣消費者對於新能源汽車的自我認同與自我展現價值的研究文獻之一。所有變數題項均參考現有期刊文獻及使用李克特五點量表進行測量。本文最後共收集到206 份臺灣民眾有效問卷，經由偏最小平方結構方程（PLS-SEM）統計技術進行測量與結構模型分析檢定理論假說。結果發現，購車價值、個人貢獻、滿足好奇、廠商促銷與環境衝擊是臺灣消費者對於新能源汽車接受態度的主要關鍵預測指標。其次現階段僅有自我展現與接受態度兩變數可用來預測臺灣民眾新能源汽車的購買意願。據此我們推論疫情後新能源汽車對於台灣民眾的價值意涵，並闡述本調查應用的侷限性及提供未來研究建議。

This article examined the roles of consumption values in the new energy automotive industry of Taiwan. Unlike earlier studies, this article added resale price, variety-seeking, and fuel prices as the new constructs into Sheth’s theory of consumption values. In addition, this survey is one of the few researches focusing on Taiwanese consumers' self-identity and self-presentation value towards new energy vehicles. All variable items were measured with reference to existing journal articles and using afive-point Likert scale. In the end, this article collected atotal of 206 valid questionnaires from Taiwanese people, and used PLSSEM to conduct measurement and structural model analysis to test the hypotheses. The results found that car purchase price, personal contribution, curiosity, sales promotion and environmental consequences are the main predictors of Taiwanese consumers' attitude towards new energy vehicles. Secondly, only self-presentation and attitude can predict Taiwanese people’s usage intention of new energy vehicles. Based on this, we infer the value implications of new energy vehicles for Taiwanese after the COVID 19, explain the limitations of the application of this survey, and provide future research suggestions.