近年來，各國為因應氣候變遷及減少溫室氣體排放，無不積極開發新能源並研發其應用技術，氫能與燃料電池即為各國重點發展項目。但由於台灣相較於歐美先進國家起步較晚，因此，無論是技術或推廣程度，皆不如歐美先進國家。若要使台灣消費大眾接受並使用氫能源科技應用產品，勢必得先瞭解消費者對其之需求，但因需求屬不易觀察之內隱特質，使得生產者無法確切得知消費者對其的需求型態，造成在產品發展過程中，耗費大量資源與缺乏效率。
　　為瞭解消費者對氫能源科技應用產品的消費意圖與願付價格，提供政府及廠商參考。本研究首先利用次級資料的蒐集彙整，以瞭解各國氫燃料電池之發展概況；其次利用問卷調查方式，以台灣五大都會區消費者為對象，探討其生活型態、需求動機、產品特徵及資訊來源，並透過結構方程式(SEM)找出影響消費者之消費意圖要素；最後，以條件評估法(CVM)估算消費者對攜帶式氫燃料電池產品的願付價格，藉以推估攜帶式氫燃料電池產品之效益或存在價值。
　　根據分析之結果，消費者可依生活型態的不同分為「實用傾向者」、「品味傾向者」及「從眾傾向者」三種，且不論何種類型消費者，其需求動機、產品特徵及資訊來源對消費意圖皆有顯著正向影響；消費者生活型態的不同，也會使其對產品的需求動機、產品特徵及資訊來源有所不同；此外，本研究透過條件評估法，分別估算在全樣本、實用傾向者樣本、品味傾向者樣本及從眾傾向者樣本下，每人對攜帶式氫燃料電池產品額外的願付價格，其所得之結果，全樣本為915.17元，實用傾向者為710.81元，品味傾向者為1129.46元，從眾傾向者則為906.25元。綜上所述，本研究建議相關廠商應先決定目標市場，並隨時掌握該市場對於產品的相關需求，藉此提供消費者符合需求之產品，以提高消費者的消費意圖；並期盼相關政府機關能夠吸取歐美先進國家在推廣氫能源科技應用產品的經驗，並以嚴謹的態度擬定一套完整的策略，且透過積極的宣導及溝通，讓民眾感受到政府推廣氫能源科技應用產品之決心，藉此取得民眾對於氫能源與燃料電池的認同。

　　In recent years, because of climatic variation and greenhouse gas emission reduction, all countries are actively developing new energies and application technology, hydrogen energy and fuel cell are key development projects of each country. However, as Taiwan started later than advanced European and American countries, technology and popularization degree are far behind those countries. To make Taiwan consumers to accept and use hydrogen energy technology products, firstly, we must know consumers’ demand on it, however, as demand belongs to concealed trait that is difficult to find out, manufacturers are unable to exactly know consumers’ demand state, in the course of product development, lots of resources are consumed but efficiency is low.
　　The study aims at finding out consumers’ consumption intention on hydrogen energy technology products and what prices they would like to pay, so as to provide reference for government and manufacturers. Firstly, the study uses the collection and classification of secondary data to find out each country’s development condition of hydrogen fuel cell; secondly, adopts the method of questionnaire survey, takes the consumers in Taiwan five big metropolitan areas as study objects, discusses their lifestyle, demand motivation, product traits, and information sources, finds out factors that affect consumers’ consumption intention through structural equation (SEM); finally, uses contingent valuation method (CVM) to estimate the prices that consumers would like to pay for portable type hydrogen fuel cell products and estimate their benefit or existence value.
　　According to the results of analysis, consumers can be divided into “practical consumers”, “taste consumers”, and “conformity consumers” according to different lifestyles. It is found that demand motivation, product traits, and information sources have obvious positive influence on the consumption intention of all the three types of consumers; their lifestyles have effect on demand motivation, product traits, and information sources; through contingent valuation method, it is estimated that the additional price a person would like to pay for portable type hydrogen fuel cell is NT$ 915.17, practical consumers is NT$ 710.81, taste consumers is NT$ 1129.46, conformity consumers is NT$ 906.25. Therefore, the study suggests that relevant manufacturers shall decide target market first, and know the relevant demand of market for the products at all time, so as to provide products that comply with consumers’ demand, in this way, consumers’ consumption intention can be increased; it is expected that relevant government organs can adopt advanced European and American countries’ experience in promoting hydrogen energy technology products and prepare a full set of strategy with rigorous attitude, make people feel government’s determination on the promotion of hydrogen energy technology products through active propaganda and communication, so as to obtain people’s identification on hydrogen energy and fuel cell.

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