影響民眾採用電動機車的因素 : 以創新採用理論為基礎的分析

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Title:	影響民眾採用電動機車的因素 : 以創新採用理論為基礎的分析
Other Titles:	Factors affecting the adoption of E-scooter : an analysis of college student
Authors:	賴政揚;Lai, Cheng-Yang
Contributors:	淡江大學公共行政學系公共政策碩士班李仲彬;Lee, Chung-pin
Keywords:	電動機車;創新採用理論;科技接受模式;計畫行為理論;E-scooter;Innovation adoption theory;Technology Acceptance Model;Theory of planned behavior
Date:	2015
Issue Date:	2016-01-22 14:57:17 (UTC+8)
Abstract:	【研究背景與問題】　　近幾年來環保意識抬升，環保議題逐漸受到國際之間各個政府的重視，而「節能減碳」成為非常流行的議題。在油價不斷高漲的情況下，推動電動機車便成為政府因應節能減碳議題以及解決民眾油錢問題的方式，而電動機車也成為各個國家在因應節能減碳議題下努力推動的產品之一。學術上，尚未有人以創新採用理論為基礎探討民眾電動機車的採用；實務上，政府在推動電動機車上成效不彰，因此如何使電動機車更加普及化，是政府仍須克服之難題。　　基於上述背景，本研究的研究問題如下：(1)影響民眾採用電動機車的因素為何？(2)透過政府官方數據得知電動機車的使用率偏低，要如何提高電動機車的使用率？從政策面向，哪些政策因素會使民眾提高電動機車的採用意願？(3)以創新採用理論為基礎，了解影響民眾採用電動機車的因素，政府所推動的電動機車相關政策是否對應影響民眾採用電動機車的因素? 【研究方法】　　本研究以量化方法為主，質化方法為輔。以淡江大學學生為研究對象，進行問卷調查，透過兩階段集群抽樣，問卷共計回收1017份，有效樣本數為856份；訪談對象為電動機車產業推動辦公室之人員以及台北市政府環保局負責推動電動機車之承辦人員，兩名受訪者。【研究發現與建議】　　首先，透過多元回歸分析，發現影響民眾採用電動機車的因素主要包括：性別、零用金、居住地區、相對優勢認知、相容性認知、複雜性認知、可試驗性認知、個人創新性以及節能減碳態度。第二、政府透過設充電站、提升電動機車性能以及補助購買電動機車等方式試圖提升民眾購買意願。第三、政府的作法，的確是針對民眾對電動機車疑慮的解決辦法。然而，卻沒有辦法有效提升民眾購買電動機車之意願，原因在於政府因為種種限制而採取觀望的態度。因此，本研究認為政府可調整補助金額、透過擴大示範運行以及鎖定電動機車性能所能符合需求的族群做為推廣對象等方式加強宣導電動機車，以提高電動機車的使用率。 Research background and research purpose: Due to the global warming, the environmental policy has becoming an unavoidable issue, and ‘energy saving and carbon reduction’ is confronting governments. One of the method s to face the environmental issue is to popularize the e-scooter. However, in academia, only a few researches discuss the factors affecting the adoption of e-scooter; in practice, the proportion of e-scooter usage is still much lower than our expectation. In consequence, how to popularize the e-scooter is turning into a difficult subject of government. Because of the background mentioned above, the main purpose of this research is to explore the factors affecting people’s adoption of e-scooter by using innovation adoption theory, as well as to understand whether the government policy corresponding the potential users’ needs. Research method: This research utilized both quantitative and qualitative methods to collect data. A paper-based survey which received 856 available samples from university student was conducted in 2014. Two face-to-face deep interviews of civil servants were invited from the electric scooter industry promotion office and the department of environmental protection of Taipei city government. Research findings and policy recommendation: First of all, according to the results of data analysis, the factors affecting the adoption of e-scooter are gender, income, living area, the perception of relative advantage of e-scooter, the perception of compatibility, the perception of complexity, the perception of trialability, individual innovativeness and the attitude of energy saving and carbon reduction. Secondly, government attempts to popularize the e-scooter by set up the e-scooter charging station, promote e-scooter function, and to subsidize the purchase of e-scooter. Thirdly, the policy could certainly reduce the doubt of people, but it has not reached the goal yet. Therefore, it is suggested that the government should adjust the subsidy, to demonstrate the utility of e-scooter, and to target on the group with highest likelihood of adoption, such as female.
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