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| Title: | 消費者創新抵制因素分析之研究-以電動車為例
The Determinants of Innovation Resistance: The Adoption of Electric Vehicle |
| Authors: | 劉肱池
Liu, Kung-Chih |
| Contributors: | 陳建維
Chen, Chien-Wei
劉肱池
Liu, Kung-Chih |
| Keywords: | 創新抵制理論
電動車
迴歸分析
Innovation Resistance Theory
Electric Vehicles
Regression Analysis |
| Date: | 2021 |
| Issue Date: | 2021-07-01 16:14:06 (UTC+8) |
| Abstract: | 隨著全球人口的成長，人類對於地球的資源需求也跟著增加，經濟的發展使得自然環境遭到破壞，全球暖化與能源短缺的現象不斷惡化，讓消費者的環保意識逐漸提升，各國政府與業界也開始注重環境生態與能源運用的永續發展，因此，電動車便成為近年來備受關注的焦點，也是許多國家積極想推動的綠色產品。然而，電動車的操作方式、充電的便利性與後續保養維修花費的時間，對於消費者在考慮購買此項創新產品時，是否會形成採用上的阻礙，進而導致發生創新抵制的情形？
本研究利用Ram & Sheth(1989)所提出的創新抵制理論為基礎，透過參考文獻的蒐集，整理出各種的創新抵制因素，並加入了消費者的認知效用、電動車科技變化、市場環境以及消費者創新採用特質來探討對於電動車的購買意願與購買時機之影響。藉由設計問卷與發放，並透過複迴歸模式進行量化分析來檢視消費者對於電動車的創新抵制因素為何。研究結果顯示，消費者對電動車知覺的各種創新抵制因素，包含使用障礙、風險障礙、傳統障礙等，對於購買意願以及時機會產生負面的影響；而消費者的認知效用則會有正面的影響，至於電動車科技變化、市場環境與創新採用特質等因素則會透過各種創新抵制障礙以及認知效用的中介效果，進而影響購買意願與時機。
在本研究的最後，針對研究結果提出理論以及管理實務上的意涵及省思，並說明研究上的限制與提出未來從事相關研究的建議。
Along with the global population growth, the demand for the earth`s resources keeps increasing. As the development of economy destroys the natural environment destroyed, both phenomena of global warming and energy shortage are deteriorating. These phenomena gradually heighten consumers’ environmental protection consciousness. Many governments and industries also start to pay attention to ecological environment and the sustainable development of energy use. Therefore, the electric vehicle has become the spotlight in recent years. However, will the operation of electric vehicle, the inconvenience of recharging, and the time it takes to repair them create barriers to adoption when consumers consider buying such an innovative product, leading to innovation resistance?
This study used “Innovation Resistance Theory” proposed by Ram and Sheth (1989) as the theoretical foundation. Through reviewing the references, I sort out the determinants of innovation resistance and add the consumers’ perceived utility, electric vehicle technological change, market environment and consumer innovation characteristics to explore for electric vehicle purchase behavior. The results show various innovation resistance factors will have negative impacts on their purchase intention and timing, while the perceived utility of consumers has positive impacts. As for the technological change, market environment and innovation characteristics of electric vehicle will influence the purchase intention and timing through the mediating effect of various innovation resistance barriers and perceived utility.
At the end of this study, the theoretical and practical implications of the study are presented. The limitations of the study are explained, and the suggestions for future research are put forward. |
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| Description: | 碩士
國立政治大學
國際經營與貿易學系
108351029 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108351029 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202100591 |
| Appears in Collections: | [國際經營與貿易學系 ] 學位論文
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