經濟合作暨發展組織（OECD）2007年的報告指出，全球都市人口不斷增加，預計在未來五十年內，將有三分之二的人口集中在都會區。高度都市化帶來的能源消耗，空氣汙染，大量的個人交通需求，導致城市交通擁擠，加上停車位不足等問題，讓具備環保省能的節能電動車輛，以及能提升都會區運輸效率，降低私人車輛數目與個人交通成本的車輛共用服務，成為各國政府推動的重要目標與企業的商機佈局。
本研究主要採用計劃行為理論探討消費者購買綠色汽車的態度、主觀規範和知覺行為控制如何影響購買綠色汽車的意願，又銷售人員特質、消費者動機、和科技行為模式如何影響消費者購買綠色汽車的態度。以台灣地區之一般消費者為研究對象進行問卷調查，總計發出250 份問卷，回收之有效問卷有217 份（回收率86％），以此樣本進行分析。
本研究運用迴歸模型來驗證銷售人員特質、科技接受模型、消費者動機、購買態度、主觀規範、知覺行為控制購買意願之關係。驗證結果顯示：一、銷售人員特質、科技接受模型和消費者動機對購買態度皆會產生正向直接的影響。二、購買態度、主觀規範和知覺行為控制對購買意願會產生正向直接的影響。三、銷售人員特質、科技接受模型和消費者動機透過購買態度中介作用對購買意願會產生間接影響。

The 2007 report done by OECD pointed that as the population increasing, there will be 2/3 population live in city. Highly urbanization brings the expense of energy, air pollution, personal traffic demands, and result in traffic problem in cites, short of parking space. So many countries and enterprises want to set the goal to promote the environmental electric vehicles to increase the efficient of transportation.
The study use the theory of plan behavior(TPB) to examine how the consumers attitude of purchasing green cars, subjective norm, and perceived behavioral control(PBC) affect the intention of purchasing green cars; and examined the influence of salesman’s characteristic, consumers’ motives and technology acceptance model(TAM) on the attitude of purchasing green cars. Out of 250 questionnaires sent to the common consumers in Taiwan, 217 valid questionnaires were returned (resulting in a valid returning rate of 86%).
The collected data were analyzed via regression model that is to examine the relationship among salesman’s characteristic, TAM, consumers’ motives, purchase attitude, subjective norm, PBC and purchase intention. The major findings of this study were stated as below.
First, the result showed that salesman’s characteristic, TAM, and consumers’ motives had significant and positive effects on the purchase attitude. Second, purchase attitude, subjective norm, and PBC had the positive and direct effects on the purchase intention. Third, salesman’s characteristic, TAM, and consumers’ motives had indirect effects on purchase intention through the mediating effect of purchase attitude.

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