環境意識、政府政策支持與電動汽機車使用意圖及行為

Abstract

為因應氣候變遷對地球環境造成的負面影響，我國跟隨國際腳步，不只公布「臺灣2050 淨零排放路徑及策略總說明」，亦訂定「十二項關鍵戰略」輔助之。交通部就「十二項關鍵戰略」，提出臺灣 2050 淨零轉型「運具電動化及無碳化」關鍵戰略行動計畫，致力推動運具電動化及電動汽機車的使用(交通部，2023a)。 本研究結合Ajzen (1989)提出的計畫行為理論(Theory of Planned Behavior，簡稱TPB 模型)及Schwartz (1977)提出的規範激起理論(Norm Activation Model，簡稱NAM 模型)，另加入環境意識構面，探討態度、知覺行為控制、主觀規範、個人規範及環境意識對消費者購買電動汽機車意圖之影響，並接續檢視電動汽機車購買意圖對實際使用電動汽機車行為之影響。此外，本文亦探討政府政策支持與誘因作為調節因子的可能性，檢視政府政策支持與誘因是否調節購買電動汽機車意圖對實際使用電動汽機車行為之影響。本研究使用「臺灣社會變遷基本調查」2020 年第8 期一次環境組問卷資料，並由環保視角衍伸且聚焦於電動汽機車使用意圖及行為。本研究除利用階層迴歸分析(hierarchical regression)，以檢視後果意識對責任歸屬之關係及責任歸屬對個人規範之關係，亦利用階層迴歸分析檢視態度、知覺行為控制、主觀規範、個人規範及環境意識對消費者購買電動汽機車意圖之影響。此外，本研究使用Probit 模型，進一步分析政府政策支持與誘因之調節效果，並且檢視購買電動汽機車意圖、知覺行為控制及個人規範對實際使用電動汽機車行為是否有所影響。 研究結果顯示，後果意識對責任歸屬有正向影響，且責任歸屬對個人規範也有正向影響。有關各構面是否對消費者購買電動車意圖有正面影響之部分，從電動汽車來看，個人規範對消費者購買電動車意圖有正面影響，而態度、知覺行為控制、主觀規範及環境意識皆無顯著影響；從電動機車來看，環境意識會顯著影響消費者購買電動機車的意圖，而態度、知覺行為控制、主觀規範及個人規範皆無顯著影響。從電動汽車部分探討，個人規範會正向影響購買意圖，代表越將保護環境視為個人義務之人，對電動汽車的採用率越高。從電動機車部分探討，環境意識會正向顯著影響購買意圖，代表環保觀念越強的人會對購買電動機車有更高興趣。 若考慮政府政策支持與誘因的調節效果，研究結果顯示政府政策支持與誘因並無調節購買電動汽機車意圖對實際使用電動汽機車行為之影響。從研究結果推測，政府政策可能在某個程度上對消費者具有影響力，但如果超過或低於這個程度，可能會對其他因素產生反效果。或者，消費者在不同的情境或產品類別下，會對同個政策表現出不同的反應，進而影響到交互作用的結果。另外，研究結果顯示個人規範對實際使用電動汽機車行為有顯著影響，購買電動汽機車意圖及知覺行為控制對實際使用電動汽機車行為則無顯著影響。 從外部影響的社會經濟變數來看，本研究也發現男性及月收入為六萬元以上之受測者對購買電動汽車有顯著較高意圖，而婚姻狀態為單身者對購買電動汽機車意圖皆呈現負向影響，亦即單身者越無意願購買電動汽機車。 綜合以上研究結果，本研究建議從政府政策方面，可建構完整電動車補助制度，吸引消費者購買電動車意向，並且定期建設盤點充電設施數量，確保電動車使用者權益，也可透過網際網路、電視廣播及報章雜誌等媒介，廣泛宣導電動汽機車資訊，最後透過加強學齡及社會教育，促進民眾使用電動汽機車。本研究希冀能為當前台灣電動車市場提供科學性的實證結果，同時也為未來電動車相關領域的研究鋪設基礎，可作為後續研究的參考及啟示。未來可以研究其他模型對消費者購買電動車意圖之影響或是加入其他因素，如產品特徵、電動車品牌廣告形象等。

In response to the negative impact of climate change on the global environment, our country has closely followed the international pace and not only announced the "Taiwan 2050 Net-Zero Emissions Path and Strategy General Description", but also formulated "Twelve Key Strategies" to assist it. "Twelve Key Strategies" proposes Taiwan's 2050 zero-transformation key strategic action plan of "Electrification and Carbon-free Transportation", which is committed to promoting the electrification of transportation and the use of electric vehicles and motorcycles (Ministry of Transportation, 2023a). This study combines the Theory of Planned Behavior (TPB model) proposed by Ajzen (1989) and the Norm Activation Model (NAM model) proposed by Schwartz (1977), and also adds the aspect of environmental awareness. Explore the influence of attitude, perceived behavioral control, superiority norms, personal norms, and environmental awareness on consumers' intention to purchase electric vehicles, and continue to examine the impact of purchase intentions on electric vehicles on actual intention to use electric vehicles. In addition, this article also explores the possibility of government policy support and incentive adjustment factors and examines whether the purchase of electric vehicles impacts the actual use of electric vehicles. The 2020 Issue 8 environmental component data sample extends from the environmental perspective to electric vehicle usage intentions and behaviors. In addition to using hierarchical regression analysis to examine the relationship between consequence awareness and attribution of responsibility and the relationship between attribution of responsibility and personal norms, this study also used hierarchical regression analysis to examine the effects of attitudes, perceived behavioral control, subjective norms, personal norms and environmental awareness on consumption. The influence of the person’s intention to purchase electric vehicles and motorcycles. In addition, this study uses a Probit model to analyze whether the moderating effect of government policy support and incentives, intention to purchase electric vehicles, perceived behavioral control, and personal norms have a positive impact on the actual use of electric vehicles. The research results show that awareness of consequences has a positive impact on responsibility attribution, and responsibility attribution also has a positive impact on personal norms. Regarding whether each aspect has a positive impact on a consumer's intention to purchase electric vehicles, from the perspective of electric vehicles, personal norms have a positive impact on a consumer's intention to purchase electric vehicles, while attitude, perceived behavioral control, subjective norms, and environmental awareness all no significant effect. From the perspective of electric motorcycles, environmental awareness will significantly affect consumers' intention to purchase electric motorcycles, while attitude, perceived behavioral control, subjective norms, and personal norms have no significant impact. From the perspective of electric vehicles, personal norms will positively affect purchase intention, which means that the more people regard protecting the environment as a personal obligation, the higher the adoption rate of electric vehicles will be. From the perspective of electric motorcycles, environmental awareness will have a positive and significant impact on purchase intention, which means that people with stronger environmental awareness will have a higher interest in purchasing electric motorcycles. From the perspective of government policy support and incentives as moderators, the research results show that government policy support and incentives do not moderate the relationship between the intention to purchase electric vehicles and the actual use of electric vehicles. It is inferred from the research results that government policies may have an impact on consumers to a certain extent, but if it exceeds or falls below this extent, it may have a counter-effect on other factors. Or, consumers may respond differently to the same policy under different situations or product categories, thus affecting the outcome of the interaction. In addition, the research results show that personal norms have a significant impact on the actual use of electric vehicles and scooters, while the intention to purchase electric vehicles and perceived behavioral control have no significant impact on the actual use of electric vehicles and scooters. From the perspective of external socioeconomic variables, this study also found that men and with a monthly income of more than 60,000 NTD have significantly higher intentions to purchase electric vehicles, while single people with marital status have no intention to purchase electric vehicles and motorcycles. It shows a negative impact, that is, single people are less willing to buy electric cars and motorcycles. Based on the above research results, this study recommends that from the perspective of government policy, a complete electric vehicle subsidy system can be constructed to attract consumers' intention to purchase electric vehicles, and a regularinventory of charging facilities should be established to ensure the rights and interests of electric vehicle users. It can also be implemented through the Internet. We use media such as roads, TV broadcasts, newspapers, and magazines to widely publicizeinformation about electric vehicles nd motorcycles, and finally promote the use of electric vehicles and motorcycles by strengthening school-age and social education. This study hopes to provide scientific empirical results for the current electric vehicle market in Taiwan, and at the same time lay the foundation for future research in electric vehicle-related fields, which can serve as a reference and inspiration for subsequentresearch. In the future, we can study the impact of other models on consumers' intention to purchase electric vehicles or add other factors, such as product features, brand advertising images, etc.