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||Public Affairs Management|
|Type of Document
||An exploratory study of why customers resist the innovation of the electric motorcycles|
|Date of Defense
||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.
||Fu-Yong Guan - chair|
Chih-Wen Wu - co-chair
Jih-Hwa Wu - advisor
Chin-Tarn Lee - advisor
indicate access worldwide|
|Date of Submission