計畫行為理論能解釋臺灣特斯拉消費者持有特斯拉的意圖?
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2023
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全球汽車大廠紛紛看好電動車市場，積極投入人工智慧自動駕駛的軟體專業技術研發，美國特斯拉一直是市場的領先者，惟先行者通常必須付出相當大的代價經歷各種錯誤與修正，並且不斷創新與調整。在臺灣，電動車屬於萌芽時期，尤其以特斯拉為主要消費市場，本研究以臺灣特斯拉消費者為研究對象，研究者本身以特斯拉車主角度出發，並且結合心理學具代表性的計畫行為理論，目的為探討臺灣特斯拉消費者持有特斯拉的意圖，進行研究架構的擬定與問卷設計調查。本研究的衡量變數為：持有特斯拉的態度、持有特斯拉的主觀規範、持有特斯拉的知覺行為控制，其中持有特斯拉的態度由認知信念組成，包含了：充電便利信念、軟體品質信念、硬體服務信念以及經濟效益信念。實證結果顯示，認知信念與持有持斯拉的態度呈正向關係。持有特斯拉的態度、持有特斯拉的知覺行為控制，對特斯拉消費者繼續持有特斯拉有正向的影響效果;而持有特斯拉的主觀規範，則對繼續持有特斯拉並無顯著的影響效果。透過研究結果與建議，期盼能為臺灣創造完善的電動車環境，朝向綠能永續推進。
All global famous automobile companies have high expectations in the electric vehicle market and are investing a lot in developing auto-driving systems and vehicle AI technology. Tesla has been the market leader, but the first movers usually have to pay a high price for their mistakes and corrections, and continue to innovate and adjust. In Taiwan, electric vehicles are in their infancy period, and the main popular consumer brand is Tesla. This study was conducted to investigate the intentions of Tesla consumers in Taiwan from the perspective of Tesla owners, and to combine the representative planning behavior theory of psychology. The purpose is to study the ownership intention of the Tesla owners in Taiwan by specific survey. The variables measured in this study are: attitude toward Tesla ownership, subjective norm of Tesla ownership, and perceptual behavioral control of Tesla ownership. The attitude toward Tesla ownership consists of cognitive beliefs, including: charging convenience beliefs, software quality beliefs, hardware service beliefs, and economic benefit beliefs.The empirical results show that cognitive beliefs are positively related to the attitude of holding a Tesla. Tesla-holding attitude and perceptual behavioral control of Tesla-holding had a positive effect on Tesla consumers' continued ownership of Tesla, while subjective norms of Tesla-holding did not have a significant effect on continued ownership of Tesla. Through the study results and recommendations, we hope to create a perfect electric vehicle environment for Taiwan, and move toward green energy in a sustainable way.
All global famous automobile companies have high expectations in the electric vehicle market and are investing a lot in developing auto-driving systems and vehicle AI technology. Tesla has been the market leader, but the first movers usually have to pay a high price for their mistakes and corrections, and continue to innovate and adjust. In Taiwan, electric vehicles are in their infancy period, and the main popular consumer brand is Tesla. This study was conducted to investigate the intentions of Tesla consumers in Taiwan from the perspective of Tesla owners, and to combine the representative planning behavior theory of psychology. The purpose is to study the ownership intention of the Tesla owners in Taiwan by specific survey. The variables measured in this study are: attitude toward Tesla ownership, subjective norm of Tesla ownership, and perceptual behavioral control of Tesla ownership. The attitude toward Tesla ownership consists of cognitive beliefs, including: charging convenience beliefs, software quality beliefs, hardware service beliefs, and economic benefit beliefs.The empirical results show that cognitive beliefs are positively related to the attitude of holding a Tesla. Tesla-holding attitude and perceptual behavioral control of Tesla-holding had a positive effect on Tesla consumers' continued ownership of Tesla, while subjective norms of Tesla-holding did not have a significant effect on continued ownership of Tesla. Through the study results and recommendations, we hope to create a perfect electric vehicle environment for Taiwan, and move toward green energy in a sustainable way.
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電動車, 特斯拉, 計畫行為理論, Electric vehicles, Tesla, Theory of Planned Behavior