由於環境保育觀念普及，政府積極推動綠能科技減少來自汽機車排放的空氣汙染、細懸浮微粒PM2.5等有害物質。除了以廢氣排放環保政策引導機車依汙染等級辦理補助並逐步汰換，並且鼓勵民眾使用零排放之電動車來降低移動汙染源及增進國人健康。
台灣現今總機動車輛高達近兩千二百萬輛的情況下，有哪些因素是影響台灣的消費者捨棄習以為常的燃油車轉向購買電動車?消費者購買時主要考量的意圖為何? 本研究是針對台灣電動車市場發展迄今，從消費者個人的環保意識、天生的創新性格、知覺與個性的主觀意識、消費者對電動車的認知、消費者對電動汽車的態度、消費者對電動車的偏好、消費者購買意圖模式及對購買電動車的意圖等構面，加上人口統計變數進行探討。本研究問卷經由網路雲端進行調查，總共收集有效問卷為303份。
研究結果顯示，消費者在計畫或進行購買車輛時，會因為個人的環境保護意識、知覺作用會產生對電動車的偏好以及購買行為意圖有顯著的影響。消費者對現今電動車的功能認知和使用電動車的態度，導致消費者家庭對電動車的特性偏好有顯著的影響。
本研究的結論與建議可作為日後政府推動綠能政策與電動車產業後續制定行銷、推廣策略的參考資料。

Taiwan government actively promotes Green Energy Technology to reduce harmful substances such as air pollution and fine suspended particulates PM2.5 emitted from automobiles and locomotives. The public is encouraged to gradually replaced and use zero-emission electric vehicles to reduce mobile pollution sources and improve people's health.
What are the factors and the main considerations that affect Taiwan ’s consumers to switch from conventional fuel cars to electric vehicles? This research is focus on environmental awareness, innate innovative personality, consumer awareness of electric vehicles, attitudes to electric vehicles, and consumer preferences for electric vehicles.
Results show that when planning or purchasing a vehicle, consumers will have a significant impact on electric vehicle preferences and purchase behavior intentions due to their environmental protection awareness and perception. Consumers' awareness of the functions on electric vehicles and their attitudes towards using electric vehicles has resulted in a significant impact on consumer characteristics and preferences for electric vehicles.

論文審定書 ...................................................................................................................i
誌 謝 ............................................................................................................................. ii
摘 要 ............................................................................................................................. iii
Abstract ....................................................................................................................... iv
第一章 緒論 ................................................................................................................. 1
第一節 研究背景 ......................................................................................................... 1
第二節 研究動機 ......................................................................................................... 1
第三節 研究目的 ......................................................................................................... 2
第四節 研究流程 ......................................................................................................... 3
第二章 文獻探討 ......................................................................................................... 4
第一節 消費者對電動車購買意圖模式 ....................................................................... 4
第二節 個人的創新性格、知覺與個性行為模式 ........................................................ 5
第三節 個人對電動車的認知、態度與偏好 ................................................................ 6
第三章 研究設計 .......................................................................................................... 8
第一節 研究架構與假設 ............................................................................................... 8
第二節 操作型定義與衡量方法 .................................................................................... 9
第三節 問卷架構 ........................................................................................................... 13
第四章 資料分析 ........................................................................................................... 14
第一節 樣本特性分析 ................................................................................................... 14
第二節 信度分析 ........................................................................................................... 22
第三節 效度分析 ........................................................................................................... 24
第四節 研究構面之相關分析 ........................................................................................ 29
第五節 消費者對電動車購買意圖之分析 ..................................................................... 33
第六節 人口統計變數 ................................................................................................... 38
第五章 結論與建議 ....................................................................................................... 63
第一節 研究結論 ........................................................................................................... 63
第二節 管理意涵 ........................................................................................................... 66
第三節 研究限制與未來研究建議 ................................................................................ 67
參考文獻 ....................................................................................................................... 69
問卷 ............................................................................................................................... 70

一、 中文
邱皓政，2010，量化研究與統計分析：SPSS(PASW)資料分析範例解析（第五版），臺北市：五南。
財團法人工業技術研究院，107，電動機車產業發展推動計畫。經濟部工業局。
財團法人車輛研究測試中心，108，108年度「智能電動車輛產業輔導推廣計畫之輔導產品競爭力提升計畫」計畫說明會簡報。經濟部工業局。
二、 英文
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