Is buying electric scooter for green or uniqueness? – A case study of Gogoro

• Main Authors: CHUANG, YEN-TING, 莊雁婷
• Other Authors: HUANG, YEN-TSUNG
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/2mh7e7

碩士 === 東海大學 === 企業管理學系碩士班 === 106 === Due to the serious problems of global warming, environmental pollution and oil crisis in recent years, green consumption has become an important topic of public concern. Considering the impact on the environment and the growing awareness of environmental protection, consumers have also changed the way they used to buy products, and instead bought products that were less damaging or environmentally friendly. In response to climate change and slow down the growth of greenhouse gas pollution, our government has officially announced the ban on fuel locomotives since 2035, this trend and policy to promote the implementation of a series of energy-saving carbon reduction and sustainable development policies, the counties and cities have begun to build low-carbon sustainable cities. Consumers buy products, in addition to their own product needs, whether the product can demonstrate the uniqueness of the expression and the image is also one of the factors to consider. Gogoro belongs to a new technology products, in product design is different from the traditional fuel locomotives and electric scooter, the overall design is simple and stylish, consumers can choose personalized design to build their own motor car to meet the consumer’s needs for uniqueness. Therefore, this study examines the main factors affecting consumers ' purchase of Gogoro electric scooter through the theory of planned behavior, and explores whether there is any influence on the purchase intention of Gogoro, such as self-expressive, consumer’s needs for uniqueness, interpersonal influence, external influence, self-efficacy, technology facilitating conditions, resource facilitating conditions, etc. This study investigates the consumers Taichung by survey and empirically tests this model with structural equation modeling and produces the following conclusion. When buying Gogoro, consumers’ attitude, subjective norms, and perceived behavior control positively impact on their intention to buy. The self-expressive of consumers and the consumer’s needs for uniqueness positively impact their attitudes towards purchasing Gogoro; The interpersonal of consumers positively impact their subjective norms towards purchasing Gogoro, but the external influence of consumers reversely impact their subjective norms towards purchasing Gogoro; The Self-efficacy of consumers positively perceived behavior control towards purchasing Gogoro. But the technology facilitating conditions and the resource facilitating conditions of consumers not significant perceived behavior control towards purchasing Gogoro.