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系統識別號 U0026-0212201111195100
論文名稱(中文) The Formation of Attitudes toward Diesel cars by Taiwanese Consumers
論文名稱(英文) The Formation of Attitudes toward Diesel cars by Taiwanese Consumers
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 100
學期 1
出版年 100
研究生(中文) 齊白恩
研究生(英文) Bryan Pearce
學號 Ra6987841
學位類別 碩士
語文別 英文
論文頁數 81頁
口試委員 指導教授-偉耶倫
口試委員-鄭至甫
口試委員-黃國平
中文關鍵字 None 
英文關鍵字 Diesel cars  Taiwanese auto market  Technology Resistance theory  Environmental concern  Knowledge  Attitude  Value barrier  Usage barrier  Image barrier 
學科別分類
中文摘要 None
英文摘要 This study examined the attitude towards diesel cars by Taiwanese consumers. Since 2008 the Taiwanese government has mandated a biodiesel blend in the diesel fuel, making diesel cars more environmentally friendly. However the market share for diesel cars remains very small in the Taiwanese auto market. This study used the technology resistance theory in investigated the attitude and resistance toward diesel cars. Four independent variables were chosen to measure against the dependent variable of attitude. The independent variables were Knowledge, Value Barrier, Usage Barrier, and Image Barrier. Environmental Concern was used as a moderating factor towards Knowledge, and Value Barrier. Quantitative research was conducted, sampling 150 Taiwanese consumers over the age of 18. The results were examined using the Structural Equation Model. The results of this study found that the value barrier, usage barrier, and image barrier had a significant positive relationship with the attitude towards diesel cars.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background. 1
1.2 Diesel Vehicles in Taiwan. 2
1.3 Research Motivation. 3
1.4 Research Objective. 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Introduction. 6
2.2 Technology Resistance Theory. 7
2.2.1 Attitudes. 10
2.2.2 Environmental Concern. 11
2.2.3 Value Barrier. 11
2.2.4 Knowledge. 12
2.2.5 Usage Barrier. 12
2.2.6 Image Barrier. 13
2.3. Fundamental Information. 13
2.3.1 Introduction to Diesel Technology. 13
2.3.2 The Taiwanese Automobile Market. 15
2.4.3 Diesel Vehicles in Taiwan. 16
2.3.4 Biodiesel and Government Policy. 19
2.4 Formation of Hypotheses. 20
2.4.1 Environmental Concern as a Moderator between the Relationships of Value Barrier, Knowledge, and Attitude. 20
2.4.2 The Relationship between Value Barrier and Attitude. 22
2.4.3 The Relationship between Knowledge and Attitude. 23
2.4.4 The Relationship between Usage Barrier and Attitude. 25
2.4.5 The Relationship between Image Barrier and Attitude. 26
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 28
3.1 Conceptual Model. 28
3.2 Hypotheses to be tested. 29
3.3 Construct Measurement. 30
3.3.1 Attitude. 30
3.3.2 Environmental Concern. 31
3.3.3 Value Barrier. 31
3.3.4 Knowledge. 32
3.3.5 Usage Barrier. 32
3.3.6 Image Barrier. 33
3.4 Selection of Respondent and Sample Plan. 33
3.5 Data Analysis. 34
3.5.1 Validity and Reliability Tests. 34
3.5.2 Multiple Regression Analysis. 35
CHAPTER FOUR RESEARCH RESULTS 36
4.1 Analysis of Descriptive Statistics. 36
4.1.1 Data Collection. 36
4.1.2 Demographic Analysis. 37
4.1.3 Measurement Results for the Items. 38
4.2 Confirmatory Factor Analysis. 40
4.3 Multiple Regression Analysis for Environmental Concern as a Moderator. 45
4.3.1 Environmental Concern as a Moderator of the Relationship between Value Barrier and Attitude. 46
4.3.2 Environmental Concern as a Moderator for the Relationship between Knowledge and Attitude. 48
4.4 Multiple Linear Regression. 50
CHAPTER FIVE CONCLUSION AND SUGGESTIONS 57
5.1 Discussion of Research Findings. 57
5.1.1 Discussion of Research Objectives. 60
5.2 Implications and Contributions. 61
5.2.1 Academic Contributions. 61
5.2.2 Managerial Implications. 62
5.3 Limitations and Suggestions. 63
REFERENCES 65
APPENDICES 72
Appendix 1: English Questionnaire 72
Appendix 2: Chinese Questionnaire 77
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