近年來空氣污染日益嚴重，民眾對健康的重視及環保意識的抬頭，使台灣電動機車的發展出現曙光，政府為了降低碳排放量，積極鼓勵電動機車的發展，在政策上提出 2035 年禁售燃油機車的方向，同時提供電動機車補助方案，吸引消費者購買電動機車，而 Gogoro（睿能）以時尚設計及廣告行銷，成功吸引年輕的目光 ，使市場上開始出現電動機車的支持者，本研究希望從心理及行為因素的方向去探討，找出影響消費者對電動機車產生購買意向之因素。

本研究以 Ajzen（1991）計劃行為理論為研究架構基礎，彙整及參考相關文獻後，建構心理及行為因素影響消費者購買意向的研究模式，本研究主要探討環境關注、貨幣價值、範圍滿意度、消費者創新、媒體資訊及消費者態度對消費者購買意向的影響性。本研究使用網路問卷進行問卷調查，收回有效問卷共計有 370 份。

研究結果顯示：（1）環境關注對購買意向有正向顯著影響。（2）貨幣價值對購買意向有正向顯著影響。（3）範圍滿意度對購買意向有正向顯著影響。（4）消費者創新對購買意向有正向顯著影響。（5）媒體資訊對購買意向有正向顯著影響。（6）消費者態度對購買意向有正向顯著影響。（7）消費者態度對環境關注、貨幣價值、範圍滿意度、消費者創新、媒體資訊具有部分中介效果。

關鍵字：電動機車、環境關注、範圍滿意度、消費者創新、購買意向

In recent years, air pollution is becoming more and more serious. People's attention to health and awareness to environmental changes make the development of electric scooter in Taiwan dawn.To reduce carbon emissions and actively encourage the development of electric scooter, the Taiwanese government proposes the policy of banning the sale of gasoline-fueled scooter in 2035, and provides subsidization to
arouse consumer’s interest in buying electric scooter. Gogoro successfully attracts young people's attention with its fascinating design and advertisement, and makes them become the major supporters of electric scooter. The purpose of this study is to explore the psychological and behavioral factors and find out what affect consumers' purchase intention of electric scooter.

Based on the theory of planned behavior of ajzen (1991), this study integrates and references relevant literature to construct a research model of psychological and behavioral factors influencing consumers' purchase intention. The purpose of this study is to investigate the influence of environmental concern, monetary value, range satisfaction, consumer innovativeness, media information and consumer attitude on
consumers' purchase intention. In this study, an online questionnaire was used, and a total of 370 valid questionnaires were retrieved.

The results show that: (1) Environmental concern has a positive effect on purchase intention. (2) Monetary value has a positive effect on purchase intention. (3) Range satisfaction has a positive effect on purchase intention. (4) Consumer innovativeness has a positive effect on purchase intention. (5) Media information has a positive effect on purchase intention. (6) Consumer attitude has a positive effect on purchase intention. (7) Consumer attitude has a partial mediation effect on environmental concerns, monetary value, range satisfaction, consumer innovativeness, and media information.

Keywords：Electric scooter, Environmental concern, Range satisfaction, Consumer innovativenesse, Purchase intentions

論文審定書 ...................................................................................................................... i
誌 謝 ................................................................................................................................ ii
摘 要 ............................................................................................................................... iii
Abstract ......................................................................................................................... iv
目錄 ................................................................................................................................. v
圖目錄 ............................................................................................................................ vii
表目錄 ........................................................................................................................... viii
第一章 緒論 ..................................................................................................................... 1
第一節 研究背景與動機 .................................................................................................. 1
第二節 研究目的 .............................................................................................................. 3
第三節 研究流程 .............................................................................................................. 4
第二章 文獻探討 .............................................................................................................. 5
第一節 環境關注 .............................................................................................................. 5
第二節 貨幣價值 .............................................................................................................. 5
第三節 範圍滿意度 ........................................................................................................... 6
第四節 消費者創新 ........................................................................................................... 6
第五節 媒體資訊 ............................................................................................................... 7
第六節 消費者態度 ........................................................................................................... 8
第七節 購買意向 ............................................................................................................... 8
第三章 研究設計 ............................................................................................................... 9
第一節 研究架構及假設 .................................................................................................... 9
第二節 操作型定義與衡量方法 ....................................................................................... 11
第三節 問卷架構 .............................................................................................................. 14
第四節 資料蒐集及前測 ................................................................................................... 16
第五節 資料分析方法 ....................................................................................................... 27
第四章 資料分析與討論 ................................................................................................... 29
第一節 樣本基本資料分析 ............................................................................................... 29
第二節 信度分析 ............................................................................................................... 43
第三節 效度分析 ............................................................................................................... 45
第四節 研究構面之相關性分析 ........................................................................................ 51
第五節 電動機車購買意向之分析 .................................................................................... 53
第五節 人口統計變數 ........................................................................................................ 61
第六節 二因子變異數分析 ................................................................................................ 87
第五章 結論與建議 ........................................................................................................... 93
第一節 研究結論 ............................................................................................................... 93
第二節 研究建議及研究限制 ............................................................................................ 95
第三節 管理意涵 ............................................................................................................... 96
參考文獻 ........................................................................................................................... 98
附錄 研究問卷 ................................................................................................................. 102

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三、網站參考
電動機車產業 https://www.lev.org.tw/default.asp