在印尼購買電動車（EV）時，實用價值、享樂價值與社會價值所扮演的角色

Abstract

本研究探討功利價值、享樂價值與社會價值對消費者對電動車（Electric Vehicles, EVs）態度的影響，並進一步分析這些態度如何影響其購買意圖，研究以「價值－態度－行為模型」(Value–Attitude–Behavior, VAB）作為理論基礎。此外，亦納入「願意支付更高價格」(Willingness to Pay More, WTPM）作為調節變項。資料蒐集自203位印尼的電動車使用者與潛在購買者，並使用偏最小平方法結構方程模型（PLS-SEM）進行分析。研究結果顯示，功利價值與社會價值對消費者態度具有顯著正向影響，而享樂價值則未產生顯著影響。對電動車的態度能強烈預測購買意圖，支持其在VAB模型中的中介角色。然而，「願意支付更高價格」對購買意圖沒有顯著直接影響，亦未對態度與購買意圖間的關係產生顯著調節作用。本研究揭示，在如電動車等高成本綠色產品領域中，消費者的態度與實際購買行為之間存在落差。本研究不僅驗證VAB模型於電動車情境下的適用性，亦建議政策制定者與企業應強化產品的實用性與社會價值認知，並透過配套政策與財務激勵措施來推動綠色產品的採用。This study investigates the influence of utilitarian, hedonic, and social values on consumer attitudes toward electric vehicles (EVs), and how these attitudes affect purchase intention, using the Value–Attitude–Behavior (VAB) model. Additionally, it explores the moderating role of willingness to pay more (WTPM). Data were collected from 203 EV users and potential adopters in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The results reveal that utilitarian value and social value have significant positive effects on consumer attitudes, while hedonic value shows no significant impact. Attitude toward EVs strongly predicts purchase intention, supporting its mediating role in the VAB framework. However, willingness to pay more neither directly influences purchase intention nor moderates the attitude–intention relationship.These findings highlight a gap between attitudes and actual purchase behavior in high-cost green products like EVs. The study contributes to the literature by confirming the relevance of the VAB model in the EV context and suggests that enhancing consumers' perceived practical and social benefits, alongside supportive policy incentives, may improve EV adoption.