電動機車購買意圖及行為之研究：生態意識消費的觀點

Abstract

臺灣機車密度全球前列，截至2024年底，全國機車總數達1,465萬輛，成為日常通勤的主要交通工具，但同時也帶來了能源消耗與碳排放的挑戰。隨著全球減碳趨勢，各國積極推動新能源交通工具，臺灣亦積極響應「2050淨零排放」目標，規劃在2030年達成電動機車市售占比35%、2040年達100%的目標，致力於發展綠色交通工具並實現永續環境的願景。然而，現有文獻對於購買電動機車行為的實證研究仍相對有限，尤其缺乏綜合分析不同構面對消費者行為的交互影響。 為填補上述研究之缺口，本研究結合Davis et al. (1989)提出科技接受模型(Technology Acceptance Model, TAM)及Ajzen (1985)提出的計畫行為理論(Theory of Planned Behavior, TPB)作為購買及使用行為的分析基礎，並且加入代表生態意識的環境關注及外部因素等構面，深入分析科技接受構面、計畫行為構面、生態意識構面、及充電設施及政府政策等外部因素對於消費者電動機車購買意圖、購買行為及使用行為的影響。 本研究以線上問卷調查的方式蒐集資料，為進行實證分析，運用偏最小平方法的結構方程模型(Partial Least Squares Structural Equation Model, PLS-SEM)以驗證各變項間之關聯性。 此外，考量購買行為與續購行為以及購買行為與使用行為之間的相互關聯，本研究進一步透過似無相關雙元機率模型(seemingly unrelated bivariate probit model, SUR probit model)，以檢視購買意圖是否為購買、續購行為及使用行為的主要影響因子。 研究結果顯示，主觀規範、政府政策、感知易用性、感知有用性與態度對購買意圖有顯著正向影響，其中感知易用性與感知有用性塑造消費者態度，環境關注與主觀規範強化消費者對社會期望的認同，政府政策則提高消費者的行為控制感與購買決策的信心。雖然環境關注對態度有正向影響，但其對實際購買意圖的影響並不顯著；知覺行為控制雖未對購買意圖產生顯著影響，但在實際購買、續購及使用行為上則呈現顯著正向影響，說明消費者對自身使用電動機車的能力越具信心，實際購買與後續使用的可能性亦隨之提高。充電設施未顯著影響購買意圖，顯示消費者對現有充電基礎設施的疑慮可能會抑制其購買意願。進一步分析購買、續購與使用行為的相互關聯，結果顯示三者間存在顯著的相關性，且購買意圖與知覺行為控制對購買、續購及使用行為均有正向影響。然而，充電設施對購買與使用行為呈顯著負向影響，顯示充電基礎設施的不足可能降低消費者的購買意圖，並影響其後續的使用與續購決策。綜合而言，研究結果強調了政府政策、感知易用性、感知有用性及社會規範對電動機車市場發展的重要性，並指出充電基礎設施的完善對推動市場普及相當重要。

Taiwan's motorcycle density ranks among the highest in the world. By the end of 2024, the total number of motorcycles in the country will reach 14.65 million, becoming the main means of transportation for daily commuting, but it also brings challenges in energy consumption and carbon emissions. As the global trend of carbon reduction continues, countries are actively promoting new energy vehicles. Taiwan has also actively responded to the "2050 Net Zero Emissions" goal, planning to achieve a 35% market share of electric motorcycles in 2030 and 100% in 2040, and is committed to developing green transportation and realizing the vision of a sustainable environment. However, the existing literature on empirical research on electric motorcycle purchasing behavior is still relatively limited, especially lacking a comprehensive analysis of the interactive impact of different constructs on consumer behavior. To fill the gap in the above research, this study combines the Technology Acceptance Model (TAM) proposed by Davis et al. (1989) and the Theory of Planned Behavior (TPB) proposed by Ajzen (1985) as the analysis basis for purchasing and usage behavior, and adds dimensions such as environmental concern and external factors representing ecological awareness to deeply analyze the impact of technology acceptance dimensions, planned behavior dimensions, ecological awareness dimensions, and external factors such as charging facilities and government policies on consumers' electric motorcycle purchase intentions, purchasing behaviors, and usage behaviors. This study collected data through an online questionnaire survey and used the Partial Least Squares Structural Equation Model (PLS-SEM) for empirical analysis. In addition, considering the correlation between purchase behavior and repurchase behavior and between purchase behavior and usage behavior, this study further uses a seemingly unrelated bivariate probit model (SUR probit model) to examine whether purchase intention is the main influencing factor of purchase, repurchase behavior and usage behavior. The research results show that subjective norms, government policies, perceived ease of use, perceived usefulness and attitudes have a significant positive impact on purchase intention. Among them, perceived ease of use and perceived usefulness shape consumer attitudes, environmental concern and subjective norms strengthen consumers' identification with social expectations, and government policies enhance consumers' sense of behavioral control and confidence in purchasing decisions. Although environmental concern has a positive impact on attitude, its impact on actual purchase intention is not significant; although perceived behavioral control has no significant impact on purchase intention, it has a significant positive impact on actual purchase, continued purchase and usage behavior, indicating that the more confident consumers are in their ability to use electric scooters, the higher the possibility of actual purchase and subsequent use. Charging facilities did not significantly affect purchase intention, indicating that consumers' concerns about existing charging infrastructure may inhibit their purchase intention. Further analysis of the correlation between purchase, repurchase and usage behavior showed that there was a significant correlation among the three, and purchase intention and perceived behavioral control had a positive impact on purchase, repurchase and usage behavior. However, charging facilities have a significant negative impact on purchasing and usage behavior, indicating that insufficient charging infrastructure may reduce consumers' purchasing intentions and affect their subsequent usage and renewal decisions. Overall, the findings highlight the importance of government policies, perceived ease of use, perceived usefulness, and social norms in the development of the electric motorcycle market, and point out that the improvement of charging infrastructure is crucial to promoting market penetration.