||The Formation of Attitudes toward Diesel cars by Taiwanese Consumers
||The Formation of Attitudes toward Diesel cars by Taiwanese Consumers
||Institute of International Management (IIMBA--Master)
Taiwanese auto market
Technology Resistance theory
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.
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
Appendix 1: English Questionnaire 72
Appendix 2: Chinese Questionnaire 77
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