行政院於2017年12月21日通過的『空氣汙染防制行動方案』，主要目標是加速並確實解決國內空氣污染的問題，其中幾項指標性目標政策，包含2019年空汙紅害減半、 2030新購公務車及公共運輸巴士全面電動化、2035年新售機車全面電動化、2040年新售汽車全面電動化。以實際面來看，電動機車在台灣發展至今已經正式進入第十年，在技術不斷創新以及各車廠不斷推出新車款搶市外，政府也積極扶植國內產業鏈並提供高額補助金，預估在今年2019年底前電動機車總銷售量將突破八萬輛，而累計總銷售量將可超過250,000輛。
而在此同時，全台在2019今年6月底為止，傳統燃油機車的總登記數量則來到13,895,902輛，較去年同期每百人之機動車輛比例還增長了0.1%(資料來源 交通部公路總局)，汽油/電動機車比例來到了將近56/1的比例，顯示電動機車成長空間還相當大。本研究著眼於攸關消費者購買電動機車的有用性及易用性的知覺價值，再加上消費者本身的環保態度及政府的政策誘因，是否可持續提升民眾的購買意願加以探討，並利用IBM SPSS Statistics 22.0軟體進行分析，除了希望產業鏈能夠提升相關開發技術，並能將各品牌形成策略聯盟。朝向價格親民化，增加其使用便利及普及化，也希望作為政府訂定相關政策的參考，增加電動機車及其相關產業的全球競爭力。本研究結果如下：
1.	民眾的環保態度對知覺價值有正向影響
2.	民眾的環保態度對購買意願有正向影響
3.	政府的政策誘因對知覺價值有正向影響
4.	政府的政策誘因對購買意願有正向影響
5.	消費者知覺價值對購買意願有正向影響
關鍵字：知覺價值、環保態度、政府政策誘因、購買意願、電動機車

The Executive Yuan had approved draft amendments to the Air Pollution Action Plan on 2017/12/21. The Major tasks and targets are to solve the air pollution issue urgently and indeed. Some major subjects include as below: 2019 50% reduction in red alert on 2019. Government-owned vehicles and public transportation buses by electric on 2030. And then Banning of new non-motorbikes on 2035, and also banning sales of new petrol-engine on 2040. The history of E-scooter have been developed for more than 10 years. Every brand continue to innovate in technology and continue to launch new car models to grab the market, The government also actively supports the domestic industrial chain and provides high subsidies, It is estimated that the total sales numvebs of E-scooter will exceed 80,000 units by the end of 2019 this year, and the cumulative total sales numbers will exceed 250,000 units. At meantime to the end of June of 2019. The total registered number of traditional fuel motors came to 13,895,902, Compared with the same period last year, the proportion of motor vehicles per 100 people also increased by 0.1%, Gasoline / E-scooter ratio came to nearly 56/1. It shows that the space for growth of e-scooter is still quite large. This study focuses on the perceived value of consumers buying e-scooter,and also include the attitude of environmential and government policy, Discuss whether it is sustainable to increase people's purchase intention.Also use IBM SPSS Statistics 22.0 to analyze. In addition to the hope that the industry chain can enhance relevant development technologies and form strategic alliances with brands.Towards people-friendly prices, increasing its convenience and popularity, Also hope to serve as a reference for the government to formulate relevant policies To increase the global competitiveness of e-scooters and related industries. The results of this study are as follows:

1. The public ’s environmental attitude has a positive impact on perceived value
2 The public's environmental attitude has a positive impact on purchase intention
3. Government policy incentives have a positive effect on perceived value
4. Government policy incentives have a positive effect on purchase intention
5. Consumer perceived value have a positive effect on purchase intention
Key words: perceived value、Environmental attitude、Government policy incentives、 Purchase intention、E-scooter.

目錄
第一章 緒論	1
第一節 研究背景與動機	1
第二節 研究目的	2
第三節 研究範圍與對象	3
第四節 研究流程	3
第二章 文獻探討	5
第一節 知覺價值	5
一、知覺價值定義	5
二、知覺價值相關理論	6
三、知覺價值衡量構面	9
第二節 政府政策及補貼誘因	10
一、政府政策補貼概述	10
二、政府政策相關研究	10
三、台灣電動機車產業發展背景	13
四、台灣地區電動機車與政策開發關係	16
五、國內推動電動機車相關法規及補助政策	18
六、台灣電動機車充換電規格分析	23
第三節 環保態度相關文獻	24
一、態度之定義	24
二、環保態度之定義	25
三、環保態度衡量方式	25
第四節 購買意願	27
一、購買意願之定義	27
二、購買意願相關理論	28
三、購買意願之衡量方式	28
第三章 研究方法	31
第一節 研究架構與假說	31
第二節 研究樣本	32
第三節 研究工具及衡量方式	32
一、知覺價值	32
二、環保態度	32
三、政府政策誘因	33
四、購買意願	33
第四節 問卷設計	33
第五節 統計分析方法	36
一、敘述性統計分析	36
二、信度分析	36
三、因素分析	36
四、回歸分析	37
第四章 研究結果	40
第一節 前測檢定	40
第二節 敘述性統計分析	40
第三節 信度分析	44
第四節 因素分析	45
第五節 迴歸分析	47
一、環保態度對知覺價值之影響	47
二、環保態度各構面對知覺價值之影響	48
三、環保態度對購買意願之影響	50
四、環保態度各構面對購買意願之影響	51
五、政府政策誘因對知覺價值之影響	52
六、政府政策誘因對購買意願之影響	54
七、知覺價值對購買意願之影響	55
八、知覺價值各構面對購買意願之影響	56
第五章 研究結論與建議	59
第一節 結論與研究意涵	59
一、環保態度與知覺價值之關係	59
二、環保態度與購買意願之關係	60
三、政府政策與知覺價值之關係	60
四、政府政策與購買意願之關係	60
五、知覺價值與購買意願之關係	61
六、電動機車來源訊息與購買意願之關係	61
第二節 管理意涵	61
第三節 研究限制與後續建議	62
一、研究限制	62
二、後續建議	62
參考文獻	64
附錄一	73

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