顧客體驗價值對於智慧電動機車購買意願之影響

Impact of Customer Experience Value on Purchase Intention of Smart Motocycle

10.6285/MIC.201808_7(S2).0016

莊寶鵰(Pao-Tiao Chuang)；陳冠宇(Kuan-Yu Chen)；羅文君(Wen-Jyun Lo)

智慧電動機車 ； 顧客體驗價值 ； 購買意願 ； Smart Motorcycle ； Customer Experience Value ； purchase intention

管理資訊計算

7卷特刊2（2018 / 08 / 01）

149 - 158

繁體中文

在節能環保的全球趨勢下，各國皆積極投入綠色運輸發展，消費者對電動車不容易接受常常是因為價格高、續航力不足與充電時間過久，中央與地方政府對於電動機車價格補貼，以促進及吸引消費者購買電動機車，目前在台灣市場的電動機車整車銷售市佔率以睿能創意股份有限公司的Gogoro產品達到83%最高，在2017年Gogoro的銷售量達到4萬輛，佔機車市場總銷售量5.5%。為了提升消費者對於智慧電動機車的消費普及，智慧電動機車提供試乘體驗，以及廠商帶給消費者的消費體驗是非常重要的。本研究從顧客體驗價值之四種類型（玩樂型、功利型、審美型及卓越型），透過問卷進行實證分析，利用信度分析及效度分析驗證問卷設計的可靠性及有效性，並採用迴歸模型探討對於購買意願的影響程度。研究結果發現顧客體驗價值以玩樂型、審美型及卓越型最能有效提升購買意願。

In the global trend of energy conservation and environmental protection, countries are actively investing in green transportation. Consumers are not easy to accept electric vehicles. Often because of high prices, insufficient endurance, and long recharging times, the central and local governments have subsidized the price of electric vehicles to promote In order to attract consumers to purchase electric locomotives, the market share of motor vehicle sales in the Taiwan market is now highest at 83% with Gogoro products of Renesas Power Co., Ltd., and Gogoro's sales volume reached 40,000 units in 2017, accounting for locomotives. The total market sales volume is 5.5%. In order to enhance the consumer's popularization of smart motor vehicles, it is very important for smart motor vehicles to provide test ride experience and the consumer experience that manufacturers bring to consumers. This study uses empirical analysis of four types of customer experience value (playfulness type, utilitarian type, aesthetic type, and excellence type), and uses reliability analysis and validity analysis to verify the reliability and effectiveness of the questionnaire design. The regression model explores the extent of the impact on purchase intentions. The results of the study found that the value of customer experience is most effective in improving the willingness to purchase with playfulness type, aesthetic type, and excellence type.

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