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研究生： 黃和志
Webb, Kyle
論文名稱： Predicting the Intention to Purchase Hybrid Cars Among Taiwanese Consumers: An Application of the Theory of Planned Behavior
Predicting the Intention to Purchase Hybrid Cars Among Taiwanese Consumers: An Application of the Theory of Planned Behavior
指導教授： 賴孟寬
Lai, Meng-Kuan
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2010
畢業學年度： 98
語文別： 英文
論文頁數： 94
外文關鍵詞： Hybrid cars, Hybrid-electric vehicles, Theory of Planned Behavior, Taiwan, Consumer behavior, Purchasing intentions, Green technology
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    • The sales of hybrid-electric vehicles (hybrid cars) has seen tremendous growth since the first production Hybrid-electric vehicle, the Toyota Prius, hit the market in 1997. As consumers become more concerned with fuel prices and the state of the environment, hybrid cars have gained increasing acceptance among consumers. Although the adoption of hybrid cars in Taiwan is not nearly as high as countries such as the United States or Japan, the past few years have seen a strong increase in hybrid car sales, and more automakers are eager to introduce hybrid cars in the Taiwanese market.
    This research adopts the Theory of Planned Behavior to uncover the psychological factors that influence the intention to purchase hybrid cars among Taiwanese consumers. By studying potential car-buyers’ attitudes, subjective norms, and perceived behavioral control with regards to purchasing a hybrid car, this study finds that perceived behavioral control and subjective norms have a significant influence on the intention to purchase a hybrid car. Attitudes towards hybrid cars were not found to be a significant predictor of purchasing intention. Additionally, social class was tested as a moderator between perceived behavioral control and purchasing intention, but the relationship was insignificant. Overall, the Theory of Planned Behavior was able to adequately explain the intentions to purchase hybrid cars among Taiwanese consumers.

    ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF TABLES VII LIST OF FIGURES VIII CHAPTER ONE INTRODUCTION 1 1.1 Research Background. 1 1.1.1 Introduction to Hybrid Technology. 2 1.1.2 The Taiwanese Automobile Market. 2 1.1.3 Hybrids in Taiwan. 3 1.1.4 Government Tax Incentives. 6 1.2 Research Motivation. 7 1.3 Research Objective. 8 1.4 Research Procedure. 9 CHAPTER TWO LITERATURE REVIEW 10 2.1 Introduction. 10 2.2 The Theory of Reasoned Action. 11 2.3 The Theory of Planned Behavior. 13 2.3.1 Behavioral Beliefs and Attitudes. 15 2.3.2 Normative Beliefs and Subjective Norm. 16 2.3.3 Control Beliefs and Perceived Behavioral Control. 16 2.3.4 Behavioral Intention. 17 2.3.5 Behavior. 18 2.4 The Relationship between Attitude and Behavioral Intention. 18 2.5 The Relationship between Subjective Norm and Behavioral Intention. 20 2.5.1 Addressing Issues Regarding the Strength of the Subjective Norm in TPB. 20 2.5.2 The Influence of Culture on the Importance of the Subjective Norm. 21 2.6 The Relationship between Perceived Behavioral Control and Behavioral Intention. 23 2.7 The Effect of Social Class on Perceived Behavioral Control. 24 2.7.1 Social Class. 24 2.7.2 Expected Differences in Perceived Behavioral Control between Middle and Upper Social Class Participants. 25 2.8 Summary of Hypotheses. 26 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 27 3.1 Research Design. 27 3.2 Research Variables. 27 3.2.1 Attitudes towards Purchasing Hybrid Cars. 27 3.2.2 Subjective Norms. 28 3.2.3 Perceived Behavioral Control. 29 3.2.4 Behavioral Intention. 29 3.3 Questionnaire Design. 31 3.4 Sampling Design. 33 3.5 Research Procedure. 33 3.6 Data Analysis. 33 3.6.1 Descriptive Statistics. 33 3.6.2 Validity and Reliability Tests. 34 3.6.3 Multiple Regression Analysis. 34 3.6.4 Expected Results. 34 CHAPTER FOUR RESEARCH RESULTS 36 4.1 Analysis of Descriptive Statistics. 37 4.1.1 Demographic Analysis. 37 4.1.2 Measurement Results for the Items. 40 4.2 Factor Analysis Results. 42 4.2.1 Exploratory Factor Analysis and Internal Consistency Analysis (Cronbach’s Alpha). 42 4.2.2 Confirmatory Factor Analysis Results. 44 4.3 Hypotheses Testing. 45 4.3.1 Testing Hypotheses 1-3. 45 4.3.2 Testing Hypothesis 4 – The Moderator Effect. 50 4.4 Other Findings. 53 CHAPTER FIVE CONCLUSION AND SUGGESTIONS 59 5.1 Discussion of Research Findings. 59 5.2 Managerial Implications. 62 5.3 Academic Contributions. 67 5.4 Limitations of this Study. 68 5.5 Suggestions for Future Research. 69 REFERENCES 71 APPENDICES 77 Appendix A: Formal English Questionnaire 77 Appendix B: Formal Chinese Questionnaire 82 Appendix C: English Pre-Test Questionnaire 86 Appendix D: Chinese Pre-Test Questionnaire 91

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