近幾年全球暖化的問題日益嚴重，提升了民眾的環保意識。此外，油價不斷地飆升，全球各國開始尋求替代能源，帶動了環保電動車輛的發展。與此同時，全球人口爆增且不斷往都市集中，大眾運輸的需求即將超過負荷，民眾開始尋求輕鬆休閒且環保節能的代步工具。而電動自行車的特質恰符合上述之趨勢，因此本研究將以該產品進行探討分析。
我國政府為鼓勵民眾購買電動自行車以響應節能減碳，因而推動補助措施，然而此補助措施的激勵效果卻不如預期顯著。為了解民眾對電動自行車的購買行為，從過去的研究可發現，產品屬性、個人態度以及自身對於產品的知覺認知都會影響購買意願。但以往的研究中大多在探討單一變數對購買行為的關係，並沒有考慮到消費者的購買行為其實是透過一連串的知覺認知所構成的。因此，本研究試圖以知覺認知模型探討消費者在購買產品之決策中所產生的知覺認知過程及其影響，並加入產品屬性、環保態度、政府補貼這幾項變數進行分析，以找出影響消費者購買電動自行車的關鍵因素。最後，再利用條件評估法推估願付價格，並對廠商與政府提出管理意涵之建議。
本研究以問卷方式針對雙北市各地區年齡20歲以上會騎腳踏車或機車的人進行調查，共得有效問卷505份，並經過分析後獲得下列結果：
一、產品屬性重視度前五名分別為電池續航力、價格合理、電池壽命、電池充電時間長短、售後服務。
二、形式屬性會顯著影響知覺犧牲，知覺屬性會顯著影響知覺品質。
三、知覺品質對知覺價值有正向影響。
四、知覺價值對購買意願有正向影響，但對願付價格的影響則不顯著。
五、知覺價值在知覺品對購買行為的影響關係上具有中介效果。
六、環保態度對知覺價值沒有顯著影響。
七、政府補貼瞭解程度具備干擾效果。
八、推估受訪者對電動自行車的平均願付價格約為14265元。

In recent years, the serious problem of global warming has increased dramatically enhancing people’s environmental concern. Furthermore, countries around the globe began seeking alternative power sources to resist the pressure of the high oil price, it will drive the development of environment-friendly electric vehicles, and expect the great potential demand of electric vehicles in the future. At the same time, the global population is growing and moving toward to the city, and the public transportation is exceeding capacity, so people start to search casual and environmental transportation. Considering these conditions, this study selected electric bicycles as the objects of research. 
    In order to conserve energy and reduce CO2 emissions, the government promoted a subsidies policy to encourage people to buy electric bicycles; however, the result is seem not consistent with the expection of the government. From priors studies, product attributes, personal attitude, and perceptual cognitive to product, they are all the influence factors to purchase intention. Previous researches investigate the relationship between single variable and purchase behavior; in fact consumer’s purchase behavior can be composed through a series of perception cognition. Therefore, this study wants to explore the impacts of perception cognition process to purchasing decision, and add some variables such as product’s attribute, environmental attitude and government subsidies to analyze and identify the key factors. Then, we use contingent valuation method to estimate willingness to pay and propose some managerial implications to industry and government.
    The study developed a questionnaire and interviewed residents over 20 years old that can ride bicycle or motorcycle in Taipei and New Taipei City, then 505 valid samples were collected. Results indicate the degree of importance that the top five product attributes are battery durability, reasonable price, battery life, battery charging time and after-sales services. Second, formal attribute makes a significant impact on perceived sacrifice, perceived attribute has a significant impact on perceived quality. Third, perceived quality has a positive impact on perceived value. Fourth, perceived value makes a positive impact on purchase intention. Fifth, perceived value makes the mediate effect between perceived quality and purchase behavior. Sixth, environmental attitude makes no impacts on perceived value. Seventh, the degree of understanding of government subsidies makes the moderating effect. Lastly, The estimated mean WTP is about NT 14265.

目錄
目錄	I
表目錄	IV
圖目錄	VI
1. 緒論	1
1.1 研究背景與動機	1
1.2 研究目的	5
1.3 研究範圍及對象	5
1.4 研究流程	5
2.文獻探討	7
2.1 電動自行車	7
2.1.1電動自行車之定義	7
2.1.2電動自行車之發展	8
2.1.3電動自行車之未來趨勢	9
2.1.4電動車輛之相關研究文獻	10
2.2 產品屬性	13
2.2.1產品屬性之定義	13
2.2.2產品屬性之分類	13
2.2.3電動車輛屬性之相關研究	15
2.3知覺犧牲	17
2.3.1知覺犧牲定義	17
2.3.2知覺犧牲衡量構面	17
2.4知覺品質	18
2.4.1知覺品質之定義	18
2.4.2知覺品質之理論	18
2.4.3知覺品質之構成要素	19
2.4.4知覺品質之衡量方式	20
2.5知覺價值	21
2.5.1知覺價值之定義	21
2.5.2知覺價值相關理論	22
2.5.3知覺價值衡量構面	24
2.6消費者行為	25
2.6.1消費者行為之相關定義	25
2.6.2消費者行為之行為模式理論	26
2.7購買意願	27
2.7.1購買意願之相關定義	28
2.7.2購買意願之衡量方式	28
2.8願付價格	29
2.8.1願付價格之相關定義	29
2.8.2願付價格之評估方法	29
2.8.3願付價格相關研究成果	34
2.8.4實證模型	35
2.9政府補貼政策	36
2.10環保態度	37
2.10.1環保態度相關定義	37
2.10.2環保態度衡量方式	38
3.研究方法	41
3.1研究架構	41
3.2研究假說	43
3.3定義與衡量	46
3.3.1產品屬性	46
3.3.2知覺犧牲	47
3.3.3知覺品質	48
3.3.4知覺價值	49
3.3.5購買意願	50
3.3.6願付價格	50
3.3.7政府補貼政策瞭解程度	51
3.3.8環保態度	52
3.3.9人口統計變數	53
3.4 研究設計	54
3.4.1前測	54
3.4.2正式問卷內容	55
3.4.3抽樣設計	56
3.5 資料分析方法	58
3.5.1敘述性統計	58
3.5.2二元Probit模型	58
3.5.3驗證性因素分析	58
3.5.4路徑分析	58
4.資料分析	59
4.1敘述性統計	59
4.1.1樣本結構分析	59
4.1.2電動自行車產品屬性	61
4.1.3政府補貼措施瞭解程度	64
4.1.4出價次數分配	65
4.2估計WTP	66
4.3驗證性因素分析	70
4.4路徑分析	72
4.4.1整體模型配適度	72
4.4.2路徑分析結果	74
4.5假說檢定結果	79
5.結果與意涵	81
5.1研究結論與討論	81
5.1.1產品屬性重視程度	81
5.1.2產品屬性對知覺犧牲、知覺品質之影響	82
5.1.3知覺犧牲、知覺品質對知覺價值之影響	82
5.1.4知覺價值對購買行為之影響	83
5.1.5知覺價值在知覺犧牲、知覺品質與購買行為間的中介效果	83
5.1.6政府補貼的瞭解程度具備干擾效果	84
5.1.7環保態度對知覺價值之影響	84
5.1.8願付價格估算之討論	84
5.2管理意涵與研究貢獻	85
5.2.1管理意涵	85
5.2.2研究貢獻	86
5.3研究限制與建議	86
5.3.1研究限制	86
5.3.2研究建議	86
參考文獻	88
附錄1：前測問卷	99
附錄2：正式問卷	104

 
表目錄
表2-1 電動自行車之相關介紹	8
表2-2 電動車輛相關研究彙整表	11
表2-3 電動車產品屬性相關研究彙整表	16
表2-4 知覺犧牲衡量構面	17
表2-5 詢價方式說明	31
表2-6 條件評估法之偏誤與解決辦法	32
表2-7 條件評估出價法之優缺點	33
表2-8 願付價格研究成果整理	34
表2-9 環保態度量表彙整	39
表3-1 本研究之電動自行車屬性整理	47
表3-2 知覺犧牲衡量問項	48
表3-3 知覺品質衡量問項	48
表3-4 知覺價值衡量問項	49
表3-5 購買意願衡量問項	50
表3-6 願付價格衡量問項	51
表3-7 政府補貼衡量問項	52
表3-8 環保態度衡量問項	53
表3-9 前測願付價格分配表	54
表3-10 出價設計	55
表3-11 台北市各區域人口及樣本分配(2013.1)	56
表3-12 新北市各區域人口及樣本分配(2013.1)	57
表4-1 樣本回收情況	59
表4-2 受訪者背景資料	60
表4-3 受訪者產品屬性之喜好	64
表4-4 政府補貼政策瞭解程度	65
表4-5 受訪者出價意願分配表	65
表4-6 變數定義與編碼	66
表4-7模型最大概似檢定以及向前迴歸結果表	67
表4-8二元Probit模型之參數估計	68
表4-9對照組樣本正確預測率	69
表4-10全體樣本正確預測率	69
表4-11驗證性因素分析結果表	71
表4-12區別效度檢驗結果表	72
表4-13路徑分析結果表	75
表4-14中介效果檢驗結果表	76
表4-15卡方差異檢定	77
表4-16政府補貼瞭解程度分群路徑分析結果表	79
表4-17假說檢定結果	80

 
圖目錄
圖1-1 燃料燃燒CO2排放量與人均排放趨勢圖	1
圖1-2 國際原油價格趨勢圖	2
圖1-3 研究流程圖	6
圖2-1 電動自行車銷售預估圖	10
圖2-2 知覺品質組成要素關係圖	20
圖2-3 知覺價值概念化模型	22
圖2-4 交易效用理論	23
圖2-5 消費者知覺認知模型	24
圖2-6 消費者購買行為模式	26
圖2-7 Howard消費者決策模型	27
圖2-8 消費者購買決策過程	28
圖2-9 態度、行為意向、實際行為關係圖	38
圖3-1 研究架構	41
圖4-1 原生屬性圓餅圖	61
圖4-2 形式屬性圓餅圖	62
圖4-3 知覺屬性圓餅圖	62
圖4-4 衍生屬性圓餅圖	63
圖4-5 模式M1之路徑分析結果	74
圖4-6 模式M2之路徑分析結果	75
圖4-7 瞭解族群路徑分析結果圖	77
圖4-8 普通族群路徑分析結果圖	78
圖4-9 不瞭解族群路徑分析結果圖	78

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三、網路資料
1.	中華民國電動自行車協進會，市場資訊，2006。取自
http：//ebike.runride.com/Menu5-1.asp
2.	台經院產經資料庫自行車及其零件，2012。取自
http://tie.tier.org.tw/db/article/list.asp?code=IND25-13&ind_type=midind
3.	行政院環保署低汙染車輛補助資訊網，電動自行車法規，2012。取自
http：//mobile.epa.gov.tw/LowPoll/EBike2.aspx?Menu=MenuEBike
4.	經濟部能源局，溫室氣體，2012。取自
http//web3.moeaboe.gov.tw/ECW/populace/content/SubMenu.aspx?menu_id=114
5.	經濟部能源局，油價資訊管理與分析系統，2012。取自
http：//web3.moeaboe.gov.tw/oil102/