The Factors Affecting Consumers’ Willingness to Purchase Green Cars

[[abstract]]隨著科技發達、工廠林立、運輸設備進步等，雖然增加了人民生活的便利，卻也為地球帶來許多危害，造成許多汙染，包括廢棄物汙染、水污染、空氣汙染等。運輸隨著科技發展逐漸重要，目前每戶人家至少有一輛車，若是能降低對傳統燃油車的使用，增加對環保車的使用，將能為地球盡一份心力。本研究主要探討運輸設備造成的空氣汙染，以一般民眾使用之自用小客車為例，並以政府政策為主，若結合政府政策來降低空氣汙染，消費者是否會增加對環保車的購買意願。目前只有少部分民眾採用低汙染的環保車，如何增加民眾對環保車的採用是目前政府重要的課題。本研究建立以環保意識構面、成本構面與方便性構面為影響因素的假設，並以消費者購買意願為依變數之因果關係模型，探討其之間的關聯性，主要想了解能影響購買意願之因素，並且提出增加消費者購買意願之建議。本研究以迴歸分析方法來建立假設，根據結果顯示，環保意識構面、成本構面與方便性構面因素皆對消費者購買意願有顯著正向影響。建議能以以上構面方向來擬定政策，並且針對消費者需求來結合政策的施行。本研究也以受訪者基本資料分析各層級之消費者對於各因素之不同想法，針對不同想法之消費者，也可擬定不同相關政策方向來配合消費者需求。[[abstract]]Withthedevelopmentofscienceandtechnology,theestablishmentoffactoriesandtheimprovementoftransportationequipment,etc.,itincreasestheconvenienceofpeople’slives.Thedevelopmentbringsmanyhazardsfortheearthandcausesmanypollution,includingwastepollution,waterpollutionandairpollution.Transportwiththedevelopmentofscienceandtechnologyaregraduallyimportant.Atpresenteachhouseholdatleastonecar,ifitcanreducetheuseoftraditionalfuelvehiclesandincreasetheuseofgreenvehicles,itwillbeabletobringcontributiontotheearth.Thisstudyfocusesontheairpollutioncausedbytransportequipmentandusethecarsasanexample.Ifitcombinedwithgovernmentpoliciestoreduceairpollution,consumerswhetherincreasethewillingnesstobuygreencarornot.Atpresent,onlyfewpeopleuselow-pollutiongreencar,howtoincreasetheuseofenvironmentallyfriendlyvehiclesisanimportantissue.Inthisstudy,wesetupthehypothesisofenvironmentalprotectionconsciousness,coststructureandconvenienceastheinfluencingfactors,anddiscusstherelationshipbetweenconsumers'intentiontodependonthecausalrelationshipmodel.Inthisstudy,itusetheregressionanalysismethodtoestablishthehypothesis.Accordingtotheresults,theenvironmentalprotectionconsciousness,thecoststructureandtheconveniencefactorhadsignificantpositiveinfluenceonthepurchasingintentionoftheconsumers.Itsuggeststhatthegovernmentcanofferthepoliciestodifferentconsumersandcombinetheimplementationofpoliciesinresponsetoconsumerdemand.Thisstudyalsoanalyzesthedifferentviewsofconsumers,andtheconsumerswhohavedifferentideascanformulatepoliciesindifferentdirectionstomeettheneedsofconsumers