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Transportation Dissertation

Title Antecedents of Consumer Purchasing Intentions of Electric Motorcycle : Moderating Effect of Motivations of Hedonic and Utilitarian
Year 2019
Degree Master
School Department of Transportation and Logistics Management College of Management National Chiao Tung University
Author Yu-yi, Lin
Summary

       The public acceptance and visibility of electric motorcycle is increasing in recent year because of the policy of government subsidies, upgrating horsepower and battery endurance. The leading electric motorcycle manufacturer focuses on the development and innovation of product. So far Taiwanese consumer are still accepting the electric motorcycle step by step. This study Use of the motivations of hedonic and utilitarian as a moderating factor to examine factors affecting the use purchasing intention of electric motorcycle by domestic people. A collection of hedonic and utilitarian samples for structural equation modeling. The results indicate that brand image, perceived quality significantly affect the consumer attitude behavior on hedonic type. And perceived quality, perceived cost, price promotion significantly affect the consumer behavior on utilitarian type. The moderating effect shows that the brand image and perceived quality have more significant positive effect on the consumer attitude behavior of electric motorcycle on hedonic type than on utilitarian type. And the perceived cost has more significant negative effect on the consumer attitude behavior of electric motorcycle on utilitarian type than on hedonic type. And the price promotion has more significant positive effect on the consumer attitude behavior of electric motorcycle on utilitarian type than on hedonic type. These findings have theoretical and practical implications, in which the development and marketing of Electric Motorcycle can apply the findings of this study to increase public acceptance and rate of purchasing.

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