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系統識別號 U0026-1806201921372700
論文名稱(中文) Y世代消費者對電動機車購買行為意圖之研究-以計畫行為理論為理論基礎
論文名稱(英文) The Study of Generation Y Customer Purchase Intention as Choosing Electric Scooter Based on Theory of Planned Behavior
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 107
學期 2
出版年 108
研究生(中文) 何詠臻
研究生(英文) Yung-Chen Ho
學號 R46061285
學位類別 碩士
語文別 中文
論文頁數 96頁
口試委員 指導教授-蔡惠婷
口試委員-謝惠璟
口試委員-張巍勳
中文關鍵字 電動機車  Y世代  產品知識  涉入程度  計畫行為理論 
英文關鍵字 E-scooter  Generation Y  Product Knowledge  Involvement  Theory of Planned Behavior (TPB) 
學科別分類
中文摘要 機車一直是台灣日常普遍的交通工具,而現今街道上的機車多數為燃油機車,除了引起全球暖化也跟空氣品質不良有直接關係。這些年來在世界各地的環保意識高漲,因應燃油機車於生活品質的負向作用,電動機車成為當權者努力推動之替代產品,然目前電動機車登記數量少,有待提升。在眾多消費者中,Y世代機車消費者佔全部普通重型機車使用者相當的數量,但綠色環保相關訴求對其採納電動機車間並未有很強烈的連結,未來換購機車也將面臨以燃油或電動為動力來源的選擇,可否發掘當中的關鍵用合適的訴求來增進電動機車的購置想法,是提升電動機車登記數量的重要探索方針。研究中選擇Y世代消費者作為電動機車購買行為意圖的主要探索對象,探討產品知識、涉入程度、主觀規範、與認知行為控制於當中的運作機制,試圖瞭解Y世代消費者對於電動機車購買行為意圖的想法,藉以提振電動機車售出數與登記數量。
經過研究探索後,產品知識以及涉入程度存在正向而且顯著的關聯得到支持,涉入程度以及購買行為意圖存在正向而且顯著的關聯得到支持,主觀規範以及購買行為意圖存在正向而且顯著的關聯得到支持,認知行為控制以及購買行為意圖存在正向而且顯著的關聯得到支持,涉入程度於產品知識以及購買行為意圖間具有完全中介的作用。其中和購買行為意圖關聯的變數中,以主觀規範有最高的關聯程度,接著是涉入程度,再者為認知行為控制,指出要增加電動機車購買行為意圖時,應首重提升Y世代消費者認為的重要意見參考者支持其購置電動機車,其次是經營電動機車與Y世代消費者認為自身與其的連結,最終是降低Y世代消費者於購置電動機車時的阻礙。
英文摘要 This thesis is to study the key factors that promotes e-scooters to Generation Y customers. Using the Theory of Planned Behavior (TPB), the thesis tries to figure out the interaction between product knowledge, involvement, subjective norm, perceived behavioral control, and purchase intention. The results show that product knowledge has significant effect on involvement, involvement has significant effect on purchase intention, subjective norm has significant effect on purchase intention, perceived behavioral control has significant effect on purchase intention, and involvement has mediation effect between product knowledge and purchase intention.
論文目次 第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 6
第二章 文獻探討 8
第一節 產品知識 8
第二節 涉入程度 14
第三節 主觀規範 19
第四節 認知行為控制 24
第五節 購買行為意圖 29
第三章 研究方法 34
第一節 研究架構 34
第二節 研究假設 35
第三節 研究變數 38
第四節 研究設計 43
第五節 資料分析方法 44
第四章 資料分析結果 46
第一節 基本資料 46
第二節 敘述性統計 52
第三節 因素分析與信效度分析 57
第四節 PEARSON相關分析 63
第五節 迴歸分析 64
第五章 結論與建議 69
第一節 研究結論 69
第二節 研究貢獻 72
第三節 研究限制 75
第四節 未來研究建議 77
參考文獻 79
附錄:問卷調查表 93
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