| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 96 === The alternative fuel has become a significant issue in Taiwan recently. With low emission, low fuel cost and high energy efficiency features, alternative fuelled vehicles (AFV’s) provide the promising market in Taiwan. Therefore, the objective of this study is to examine the market acceptance of AFV’s in Taiwan using stated preference modeling approaches. In order to analyze the potential demand for AFVs, multinomial logit models were developed to explore the vehicle and consumer’s characteristics that can significantly influence their preference of purchasing AFV’s. People’s willingness-to-pay for an AFV is then computed based on the estimated parameters. Result of the study shows that vehicle prices, maintenance costs, fuel costs and many other consumer and vehicle factors can significantly influence people decisions to purchase an AFV. High-income people prefer the hybrid cars, while the mid-income consumers prefer to the Liquefied Petroleum Gas (LPG) cars. The potential buyers of the AFVs include: the family which with two or more cars, the no-car user who will buy a car in three years, people with college degree or above and the high income families.
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