影響消費者選擇電動汽車因素之探討

隨著電動汽車發展逐漸蓬勃，與電動汽車相關研究在學術及實務方面漸漸受到廣泛關注並大幅成長。現今文獻大多針對電動汽車的採用及接受，然而根據目前電動汽車增長速度以及普及率，探討長期過後電動汽車的品牌忠誠度就成為協助品牌業者及電動汽車研究關鍵的因素。本研究以交易成本三大構面 (資產專屬性、不確定性、互動頻率) 作為消費者對電動汽車看法的框架，探討交易成本下品牌信任以及產品信任與品牌忠誠度之關係。該模型與也探討了品牌與產品之間信任轉移的效果，且透過線上問卷方式調查臺灣有車輛經驗的受測者，最終回收樣本共 460 份，有效樣本數為 459 份，以SPSS Statistics及SmartPLS軟體進行統計分析。研究證實資產專屬性會正向影響品牌信任，不確定性與品牌互動頻率會正向影響品牌信任與產品信任，其次本研究也發現品牌信任是會轉移到產品信任並正向影響品牌忠誠度，此外產品信任並不會受到資產專屬性的影響。本研究認為使用電動汽車時所需投入的資產會使消費者認為使用電動汽車會被套牢，導致對產品信任的影響不顯著。根據研究結果，本研究提出對電動汽車提出理論與實務面的貢獻，期望對於未來電動汽車品牌商與電動汽車發展策略能有所幫助。

As electric vehicles (EVs) rapidly develop, research on EVs has gained widespread attention and grown significantly in both academic and practical aspects. Most of the literature today focuses on the adoption and acceptance of EVs,but based on the current growth rate and prevalence of electric vehicles, it is important for assisting brand operators and researchers to explore consumer’s brand loyalty of EVs as time goes by. This study uses the three dimensions of Transaction Cost Theory (Asset specificity, Uncertainty, and Interaction frequency) as a framework for understanding consumer perceptions of EVs, and explores the relationship between brand trust, product trust, and brand loyalty . The model also discussed the effect of trust transfer between brands and products. And through the online questionnaire survey of Taiwanese who have car experience, the final recovery of a total of 460 samples, the effective sample number of 459, with SPSS Statistics and SmartPLS software for statistical analysis. The study confirmed that asset specificity positively affects brand trust. uncertainty and interaction frequency positively influence both brand trust and product trust. Secondly, It was found that brand trust transfers to product trust and positively affects brand loyalty. Finally, asset specificity does not have a significant impact on product trust. Based on the research results, We provide practical implications and suggestions for future research.