The Willingness to Pay of the Experiencing Electric Vehicles─The Tourists of Recreation Areas in Eastern and Northeastern Taiwan As An Example

• Main Authors: Lin, Ho-Hsuan, 林和萱
• Other Authors: Chen, Kai-Lih
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/49727592397215731028

碩士 === 國立宜蘭大學 === 應用經濟學系碩士班 === 98 === Electric vehicles are commonly recognized as energy efficient and environment benign transportation, and have become an important policy for the industrial countries to promote in the 21st century. In order to catch the environment protection trends of anti-global worming, carbon emission reducing, and high energy efficiency, the domestic regional recreation industry has gradually introduced electric vehicles as transportation or as experiencing equipments in the last few years. The Contingent Valuation Method (CVM) which has been widely used in evaluating the values of ecological resources, cultural estates, historical inheritance preservation, guide and exposition service, and new products, was applied in this study. The tourists of the recreation areas in Ilan, Hualien, and Taitung counties were selected as subjects for interview following a dichotomous choice with follow-up questionnaire to evaluate the willingness to pay of the tourists on the electric vehicle rental service provided by the recreation areas. Results from survival regression show that under the significant level of 10% (α=10%) the significant variables of the willingness to rent and the willingness to pay among the tourists in the three countries are different. The significant variables of the tourists’ willingness to pay on electric bike rental include recognition of the environment benign characteristic of the electric vehicle, emphasis on the property and quality of the electric vehicle, rental experience, gender, age, and occupation. As to the electric automobile rental, the significant variables are recognition of the environment benign characteristic of the electric vehicle, former rental experience, gendre, age, occupation, residence, and income. The average evaluated values of the willingness to pay on electric bikes are approximately NTD 175 per two-hour for the tourists in I-Lan and NTD 200 in Hualien and Taitung. When electric automobile was evaluated, the willingness to pay per two-hour of rental are NTD 200 for the tourists in I-Lan and Taitung, and NTD 310 for the tourists in Hualien. Taiwanese government has set an electric motorcycle development project into action in 1998, however, the outcome was far from the goal at that time therefore rendered the suspension of the subsidy act. In 2009, the Executive Yuan reset the promotion of electric motorcycle as an important policy, and again provide subsidies as the major marketing strategy of expanding the market. Results from this study indicate that the general public does not have much identification with the properties of the electric vehicles, and the rental fee of electric vehicles in the recreation areas at present is in generally higher than the price revealed from the willing to pay value of the tourists. The rental frequency of the electric vehicle in the recreation areas may be increased by governmental subsidy to the industrial owner to subtract the rental fee. With the a better chance of riding a electric vehicle, the public may have a better recognition of the electric vehicle and the profits coming along with the vehicle and the government may be able to fulfill the promotion act in soon.