한국과 중국 소비자의 전기차 구매의도에 영향을 미치는 요인에 대한 비교 연구 = A comparative study on the factors influencing purchase intentions of electronic vehicles among Korean and Chinese consumers
저자
발행사항
전주 : 전북대학교 대학원, 2024
학위논문사항
학위논문(박사)-- 전북대학교 대학원 : 무역학 2024. 2
발행연도
2024
작성언어
영어
주제어
발행국(도시)
전북특별자치도
형태사항
x, 126 p. ; 26 cm
일반주기명
지도교수: 최경숙
UCI식별코드
I804:45011-000000058113
소장기관
Electric vehicles (EVs) have attracted widespread attention in various countries and regions as an effective method to reduce air pollution, congestion, and noise. It is important to understand and study the intentions that influence consumers to purchase EVs. However, current theoretical research in related fields has rarely attempted to compare competitive models to predict and explain the impact of consumer purchases of EVs and their promoting factors. This study proposes four prediction models to predict and explain consumers' behavioral intentions to purchase EVs. It contains three original prediction models: (1) the Theory of Reasoned Action (TRA; Model 1); (2) the Theory of Planned Behavior (TPB; Model 2); (3) the Model of Goal-Directed Behavior (MGB; Model 3). Additionally, in order to improve the predictive ability of the model, we extended financial incentives policy, perceived risk, and environmental concern to the original MGB model and compared it with the three original prediction models (the Extended Model of Goal-Directed Behavior: EMGB Model 4). Among these four theories, intention plays a central role in predicting behavior, and the models differ in their descriptions of the factors that determine behavioral intentions. This study offers nuanced policy implications tailored for the governments and EV-related companies in both Korea and China. By comparing consumer perceptions of EV purchase intentions, these differentiated insights aim to guide strategic initiatives for the expansion of the EV market in each country.
This study obtained a total of 870 valid data from Korea (n=370) and China (n=500), and partial least squares structural equation modeling (PLS_SEM) was employed to examine and compare the four competing theoretical models in terms of overall model fit, explanatory power, and paths significance. The structural analysis results show that all three models have good fit and EMGB(R2=65.5%) explains significantly greater amounts of variance in purchase intention in comparison to the TRA (R2=45.8%), TPB (R2=53.6%) and MGB(R2=54.6%). In the last, Using Henseler's MGA (multi-group analysis), the parametric test, and the Welch-Satterthwaite test, differences in the path analysis results between China and Korea were examined and confirmed.
In the TRA and TPB models, attitude is the most critical factor affecting consumer behavioral intention, but in MGB and EMGB, the impact of attitude on desire is minimal. Secondly, we have once again confirmed the important factor that desire plays in consumers’ behavioral intention to purchase EVs. Except for attitude, the hypothesized relationships of the original MGB hold. Finally, this study extends financial incentives policy, perceived risks, and environmental concerns to the new model composed of the original MGB, among them, environmental concern and financial incentives policy played significant roles within the EMGB model.
Finally, we used the EMGB model with the highest explanatory power to analyze the differences between consumers in Korea and China. Personal desire is the most important factor influencing consumers' intent to buy an EV in both nations. Perceived behavioral control and subjective norms are considered key factors influencing the personal desires of Korean and Chinese consumers. Furthermore, in Korea, environmental concerns were identified as the most influential factor among the three—environmental concern, financial incentive policy, and perceived risk—exerting a substantial impact on attitudes and purchase intentions. In contrast, in China, financial incentives held greater significance compared to environmental concerns. When exploring the distinctions between Korean and Chinese consumers, we conducted a comparative analysis utilizing Henseler multigroup analysis (MGA), parametric tests, and Welch-Satterthwaite tests. The findings indicate that Korean consumers exhibit a stronger desire to purchase EVs compared to their Chinese counterparts. Specifically, when Korean consumers recognize the environmental benefits of EVs, their purchasing attitudes are significantly more favorable than those of Chinese consumers. Conversely, Chinese consumers demonstrate a heightened sensitivity to the impact of financial incentive policies on their EV purchasing attitudes and intentions, surpassing the attention given by Korean consumers.
We believe that all four prediction models can be used to predict and explain consumers' EV purchase intentions, but EMGB provides more specific recommendations for consumers to purchase EVs. In an academic sense, overall, the results of this study provide some guidance for model comparison and selection. The competing Theoretical model can well help us predict and explain consumers’ behavioral intentions to purchase EVs. The added structure in the new model contributes significantly to improving our understanding of the complex process of customer decision-making. And our research results once again confirm that the extended model has a higher predictive ability than the original model, which helps to improve and enrich the academic results in this research field and provides a certain reference for future model comparison research. In addition, we applied the MGB model to research in EV-related fields and analyzed the differences between consumers in the two countries, which also provided a basis for cross-cultural comparative research.
This study also contributes practically by offering meaningful implications for both governments and EV-related enterprises, derived from the comparative analysis of consumer data between the two countries.
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