電動汽車購買意願分析-以臺灣為例

Abstract

在工業革命之後，燃油車成為人們重要的交通工具之一，燃油車成為我們生活中的一部分。汽車產業是世界重要的企業，全球目前約可分為十大汽車集團，提供相當大的就業市場。雖然燃油車的發展已經趨於成熟，品質也很穩定，很多人們也享受著燃油車帶來的性能及駕馭樂趣，但它就是需要燃油來當作動能。而近年來環保意識抬頭，地球的資源不再取之不盡、用之不絕，氣候變遷成為世界各國關注的議題。開始出現其它取代燃料當成動能的方式，例如：氨、氫氣、甲醇、電能…等，而這之中以電能發展的最好。 近十年來，全球電動車的銷售呈倍數上昇，主要為歐洲地區，臺灣在2021年的電動車領牌數為7,275台，較前年增長14.39%。電動車已經是消費者在購買車輛時，會列入考慮的選項之一，而哪些因素會是消費者所重視的，從而影響到他們的購買意願呢？本研究透過問卷，經由網路及社群平台投放，有效樣本問卷共計1,025份，輔以統計分析了解消費者在購買電動車時受認知、續航力與品牌等因素而影響購買意願。 研究結果顯示消費者的年紀較輕、行駛里程數多、家庭擁有汽車數量越多，會增加購買電動車購買的意願，電動車不是家中唯一的一台車，而消費者也認同電動車，目前無法完全取代燃油車，在品牌選擇方面，特斯拉（Tesla）為首選。 本研究的結論與建議，可以作為政府推動政策或發展，以及車廠在訂定銷售策略的參考資料，提升電動車在臺灣市場的普及程度。

關鍵字：電動車、購買意願、問卷調查

Abstract Automobiles with internal combustion engines have been an important vehicle of humankind since the Industrial Revolution, and they are indispensable to our life. The automotive industry, roughly divided into 10 major groups now, thus becomes a crucial sector in the world and provides considerable job vacancies. Internal combustion engines reach high maturity and great quality now, and people enjoy the performance and the driving pleasure of such power. An inevitable shortcoming of internal combustion engines, however, is that they rely on fossil fuels. As the natural resources are depleted, the consciousness of environmental protection rises, and the climate change becomes debatable globally, alternative energy gains popularity in the modern civilization, including ammonia, hydrogen, methanol, and electricity. Electricity is so far the most developed one among all.Global electric car sales rises drastically in the recent decade, and most of them come from Europe. In Taiwan, 7,025 electric cars were registered in 2021, an increase of 14.39% compared to the previous year. Customers are including electric cars in their buying options now, but what affects the customer purchase intention of electric cars? This study statistically analyzes the purchase intention caused by cognition, mileage, and brand value by collecting 1,025 effective questionnaires via social media.The result indicates that the purchase intention increases with higher mileage, more cars held, and younger ages. Customers recognize that electric cars cannot be the only car in a family yet and thus cannot replace the fuel-burning cars. Tesla is the top choice among all brands. The conclusions and the implications of this study may serve as the reference for public policies and pricing strategies to help popularize electric cars.Keywords: electric cars, customer purchase intention, questionnaire