확장된 계획행동이론을 적용한 조기수용자 성향이 전기차 수용의도에 미치는 영향 = Effects of Early Adopter Tendency on the Intention to Adopt Electric Vehicles: Application of the Extended Theory of Planned Behavior

다국어 초록 (Multilingual Abstract)

The purpose of this study is to analyze the effect of early adopter tendencies, which are known to play an important role in the early stage of innovate product market, on the attitudes and acceptance of electric vehicle(EV) and thereby, to provide some insights for developing marketing strategies of EV known to be a future growth engine.
This study empirically analyzed the impact of early adopter tendencies on the intention to adopt EV based on Ajzen’s Theory of Planned Behavior(TPB). In addition, moderating effect of self-enhancement on the relation between intention and its 3 determinants(attitude, social norms, and behavioral control) of TPB was examined. The data were analyzed with IBM SPSS 22 and SmartPLS 3.0 using structural equation model.
The results of the study showed that the TPB is a suitable model for predicting the adoption of EV. Among the early adopter tendencies, innovativeness has a significant influence on the determinants EV adoption, and self-enhancement didn’t show a moderating effect on the relationship between intention and its determinants. The results of this study provide implications for EV producing companies to boost the demand for EVs.

국문 초록 (Abstract)

본 연구는 혁신제품의 초기 도입단계에서 중요한 역할을 수행한다고 알려진 조기수용자 성향이 전기차에 대한 태도와 수용의도에 미치는 영향을 분석함으로써, 미래성장동력으로 인식되는 전기차 시장 활성화를 위한 마케팅 전략 수립의 시사점을 제공하고자 한다.
본 연구에서는 전기차 수용의도에 영향을 미치는 요인을 분석하는 이론적인 틀로서 계획행동이론을 적용하였다. 조기수용자 성향의 영향을 분석하기 위하여, 계획행동이론에서 의도의 세 결정요인(태도, 주관적 규범, 행동통제)의 선행변수로 조기수용자 성향을 포함하여 모형을 확장하였다. 그리고 자기-고양성이 계획행동이론에서 조절효과를 나타낸다는 선행연구들을 기반으로, 본 연구에서는 전기차 구매 욕구와 연관성이 높을 것으로 판단되는 자기-고양성 가치관의 조절효과를 분석에 포함하였다.
자료는 구조방정식 모형을 이용하여 IBM SPSS 22와 SmartPLS 3.0으로 분석하였다. 연구 결과, 계획행동이론은 전기차 수용의도를 예측하는데 적합한 모형임을 입증하였다. 또한, 조기수용자의 성향 중 혁신성 만이 전기차 수용의도의 선행변수들에 모두 유의한 영향을 미치는 것으로 나타났으며, 자기-고양성은 조절역할을 하지 않는 것으로 나타났다. 본 연구의 결과를 통해 전기차 수요를 확산시키기 위한 시사점을 제공하였다.

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