Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Influence of Consumer Characteristics on Purchasing Behavior of Eco-Friendly Vehicles in Service Management

서비스 경영에 있어서 친환경 자동차 구매 행동에 미치는 소비자 특성의 영향에 관한 연구

  • Yim, Ki Heung (Dept. of Service Management, Kwangju Women's University) ;
  • Park, Chun Gyu (Dept. of Service Management, Kwangju Women's University)
  • 임기흥 (광주여자대학교 서비스경영학과) ;
  • 박천규 (광주여자대학교 서비스경영학과)
  • Received : 2019.04.01
  • Accepted : 2019.05.20
  • Published : 2019.05.28
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Abstract

The market participation and development of major manufacturers of next-generation green vehicles is accelerating in recent years. The results of this study are as follows: Consumer type (personal value pursuit type, price value pursuit type) was significant difference between consumer. The results of this study were as follows: First, there was no significant difference in the characteristics of consumers (gender, age, monthly average income) and purchase intention according to age, gender and monthly average income, Image has a positive (+) impact on eco-friendly vehicles. This suggests that the development and market participation of next - generation green vehicles is accelerating and consumers 'interest is increasing, and the characteristics of environment - friendly vehicles and the government' s policy support are important factors.

최근 몇 년 동안 차세대 친환경 자동차의 주요 제조업체의 개발 및 시장 참여가 가속화되고 있으며, 소비자 관심도 증가했다. 본 연구는 차세대 친환경 자동차의 소비자 특성, 소비 유형, 정부 정책 등에 중점을 두어 연구하였다. 본 연구의 결과로 소비자 유형 (가격 가치 추구 유형, 개인 가치 추구 유형, 소비자 사이의 유의 한 차이는 없음)과 소비자의 특성 (성별, 연령, 월평균 소득)와 구매 의도는 연령, 성별, 월평균 소득에 따라 유의 한 차이가 없었으나 소비자의 유형에 따라 구매 의도가 유의미한 차이를 보였으며 디자인브랜드, 색상, 이미지는 친환경 자동차에 긍정적 (+)의 영향을 미치는 것으로 나타났다. 이는 최근 차세대 친환경 자동차의 개발 및 시장 참여가 가속화되고 소비자의 관심이 증대되고 있음을 시사하며, 친환경 차량의 특성 및 정부의 정책적 지원이 중요한 요소임을 알 수 있다.

Keywords

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Fig. 1. Research Model

Table 1. Types of echo-friendly Vehicles on currently the market

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Table 2. Consumer types analyzed by Robert Settle.

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Table 3. Demographic characteristics of the respondents

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Table 4. Result of reliability analysis as to components

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Table 5. Result of confirmatory factor analysis of measured items

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Table 6. The Impact of Demographic Characteristics on the Ownership of Eco-Friendly Vehicles and Purchase Intentions

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Table 7. The Influence of Characteristics of Eco-Friendly Vehicles on Consumer Purchasing Behavior

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Table 8. Reanalysis by step selection method

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Table 9. Impact on Purchase Intention by Consumer Type

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Table 10. Impact of government incentives on purchase intentions by consumer type

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Table 11. Hypothesis test result

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