A Study of Mining the Characteristics of Purchase Intention on Electric Scooters – An Example of the Investigation of Scooter Usage in Year 2016

• Main Authors: HUANG, WEI-CHUN, 黃唯鈞
• Other Authors: HUANG, HO-CHUAN
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/4w8gd3

碩士 === 國立高雄科技大學 === 資訊管理系 === 107 === In recent years, in search of alternative energy sources, electrical energy has become one of replacement options for fossil fuel in many countries. The government in Taiwan is devoted to implement subsidy policies for the development of energy saving, especially for the electric scooter. Therefore, the new generation electric scooter becomes costumer’s first choice because of the favorable price and the eco-friendly symbol. The purpose of this paper is to explore the effectiveness factors on customers’ intention to purchase electric scooters with the data mining technology. The collected data, the survey from the Ministry of Transportation and Communications in 2016, was analyzed with the data mining technology. A total of 11698 participants took part of this survey. The findings showed that firstly, the subject is male with an educational level below college graduate and living in northern area of Taiwan had lower purchase intention to replace traditional scooter with electric one, which accounts for 88.06%. Secondly, riding scooters for private reasons within 45 minutes had purchase intentions, which accounts for 65.45%. Finally, except for Kinmen and Matsu counties, the female subject had higher purchase intentions than the male subjects. The result provides a reference for the government to make marketing strategies or implement traffic policies. For the electric scooter industries, this result can be a reference of their marketing strategies to increase purchase intention and market share to reduce air pollution in Taiwan and to develop green transportation in the future.