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URN etd-0804113-140115
Author Hsiao-Jung Lee
Author's Email Address No Public.
Statistics This thesis had been viewed 5349 times. Download 3052 times.
Department Public Affairs Management
Year 2012
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title An exploratory study of why customers resist the innovation of the electric motorcycles
Date of Defense 2013-06-26
Page Count 103
Keyword
  • Electric Motorcycle
  • Environmental Attitude
  • Perception Barriers
  • Innovation Resistance
  • Green Industry
  • Abstract Population in the world is creasing. When humans destroy the environment, problems like global warming and energy shortage occur. In order to solve these problems that, each government is dedicated to sustaining development of whole environment. At the same time, the green energy industry appears on the horizon suddenly since it is energy-efficient and helps to protect the environment. There is excellent ICT and R&D technical industry in Taiwan so that it generates good basic of the electric motorcycle industry. Compared to motorcycle, electric motorcycles aim at cutting energy and carbon dioxide emissions, electric motorcycles are vastly superior to other kinds of motorcycles. But the market share of the electric motorcycle is still not well which means that customers are not still satisfied with electric motorcycles. Therefore the researcher infers that marketing electric motorcycles to the customers maybe show the resistance to the innovation. 
        This research is based on the view of Ram&Sheth's theoretical framework in 1989 about some factors which cause innovation resistance. Including usage barrier、value barrier、risk barrier、tradition barrier、negative image barrier general named perception barriers. This uses relative papers to conduct questionnaire and survey so as to understand how the innovation resistance effect on customers’ choices about purchasing motorcycles. Besides, customers’ environmental attitude and their own conditions are also employed in this study to analysis the correlation in every dimension.
        Overall, the results show that motorcycle customers’ use barriers have both of positive and negative effect to their decision-making in purchasing. Value barriers、traditional barriers and environmental attitude have no significant association with innovation resistance. Risk barriers have negative effect in innovation resistance;Negative image barriers have positive effect in innovation resistance. The dimensions of population statistics variables including gender、age、education degree and career all have partial significance association with perception barriers, but not obviously significance with innovation resistance.
        Finally, this research attempts to give some suggestions for the electric motorcycle decision-making units.
    Advisory Committee
  • Fu-Yong Guan - chair
  • Chih-Wen Wu - co-chair
  • Jih-Hwa Wu - advisor
  • Chin-Tarn Lee - advisor
  • Files
  • etd-0804113-140115.pdf
  • indicate access worldwide
    Date of Submission 2013-09-05

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