在個人交通運輸上，隨著聯合國對淨零碳排的政策及各車廠對企業永續經營的目標，目前各車廠都已經投入電動車的研發生產，更提出將轉型為純電車廠的願景。而國發會也訂出台灣2030年新售電動車要達到30％，2040年達到全面市售電動車的目標。在市售電動車中，又以純電車在行駛過程中為更環保、無廢氣產生的最佳代表，因此本研究以問卷調查方式，針對消費者對純電車的購買意願來研究，並根據文獻理論探討新產品屬性、知覺價值、知覺風險、品牌偏好等理論，說明對消費者的購買意願。調查對象為18歲以上有能力之購車族群進行受測，共計回收358份問卷，有效問卷為303份，並以有效樣本透過描述性統計、因素分析、信度分析及迴歸方法進行驗證。研究結果發現(1)新產品屬性對知覺價值有正向影響。(2)新產品屬性對知覺風險有負向影響。(3)知覺價值對購買意願有正向影響。(4)知覺風險對購買意願有負向影響。(5)品牌偏好會提升知覺價值對購買意願之影響。(6) 品牌偏好會降低知覺風險對購買意願之影響。由此可知消費者對純電車的主觀評價、不確定性風險、特定品牌的喜好，都會成為購買純電車的關鍵因素。最後根據驗證結果，提出實務應用及未來研究建議。

With the United Nations advocating for policies on net-zero carbon emissions and various automotive manufacturers focusing on sustainable operational goals. Electric vehicles are gradually gaining prominence, especially pure electric vehicles. The purpose of this study is to explore the factors that impact the evaluation of consumers' purchase intention concerning battery electric vehicles (BEVs). With reference to previous research, scholars primarily focused on technology acceptance models or examined individual aspects of new product attributes, such as relative advantages, complexity, compatibility, etc. It is believed that future research can move towards the innovative adoption level, functional aspects, and economic considerations of electric vehicles. In the past, domestic scholars have conducted research on the purchase intention of electric vehicles, but there have been few studies specifically focusing on battery electric vehicles. Based on this, it is proposed to employ the conceptual framework for battery electric vehicles to scrutinize the degree of interaction and relationships among new product attributes, perceived value, perceived risk, brand preference, and purchase intention. Through the research analysis, it is verified that new product attributes have a significant positive effect on perceived value and concurrently have a significant negative effect on perceived risk. Perceived value has a significant positive impact on purchase intention, while perceived risk has a significant negative impact on purchase intention. Brand preference strengthens the influence of perceived value on purchase intention and mitigates the impact of perceived risk on purchase intention.

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