With the trend of global specialization, products are manufactured and get their names from host countries. Therefore, country-of-origin has great effects on consumers when they have inadequate product knowledge. Many automobile companies try hard to develop “new energy cars” as a result of decreasing energy resources. Among them, “electric vehicle” receives the spotlight. In order to make new commodity combination properly, managers of automobile companies must understand the intrinsic and extrinsic attributes that affect consumers’ buying preferences. However, most extant researches discussed merely product attributes of vehicles and examined the relationship between country-of-origin and purchase intention. Therefore, this research adds new attributes belonging to electric vehicles (recharging time and endurance), as well as other attributes such as country-of-origin image and prices to observe their impact on buying preferences among consumers with different product knowledge and perceived quality. Specifically, this research tries to assist automobile companies in allocating resources and develop products effectively through the findings.
This research selected electric vehicles as target product. Furthermore, we investigated car drivers who lived in Taipei by web questionnaire, and reached 215 valid samples. The data was analyzed using choice-based conjoint analysis software (SMRT, CBC/HB) and SPSS statistical software. The summaries of salient findings are as follows：
1. The relative importance of every attribute ranked by all respondents in sequence is：recharging time, horsepower, endurance, country-of-manufacture, prices, safety, interior, country-of-brand and trunk size.
2. Both high and low product knowledge consumers pay more attention to intrinsic attributes. For high product knowledge consumers, the importance of prices is lower than low product knowledge ones.
3. There are positive impacts among intrinsic attributes, country-of-manufacture and buying preferences. There are also negative impacts between prices and buying preferences.
4. High product knowledge consumers have lower buying preferences of electric vehicles; however, low product knowledge consumers have higher buying preferences via positive impacts of prices.