Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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A Study on the Intention to Purchase Electric Vehicles (EV) by Combining the Technology Acceptance Model and Goal-Oriented Behavior Model - Focusing on Chinese Consumers

기술수용모델과 목표지향행동모델을 접목한 전기자동차 구매의도에 관한 연구 -중국 소비자를 중심으로-

  • Jian Cong (Department of International Trade, Jeonbuk National University) ;
  • Kyoung-Suk Choi (Department of International Trade, Jeonbuk National University) ;
  • Xi-Na Ji (Department of International Trade, Jeonbuk National University) ;
  • Xiang-Yu Han (Department of International Trade, Jeonbuk National University)
  • Received : 2021.03.31
  • Accepted : 2021.04.27
  • Published : 2021.04.30
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Abstract

This study investigates the structural relationship among 11 latent factors that potentially influence the intention of Chinese consumers to purchase electrical vehicles (EV) by applying the MGB and TAM models, both based on well-established socio-psychological theories. For this research, we conducted an online survey using a Chinese platform collecting 287 valid responses to our questionnaire. The analysis reveals that 10 out of the 12 hypotheses were adopted while 2 were rejected. Specifically, it was found that EC (environment concern) and PEV (perceived environment value) had a positive effect on the PEU (perceived environmental usefulness) of electric vehicles. In addition, ATT (attitude), PAE (positive anticipated emotion), and PBC (perceived behavior control) were confirmed to have a significant positive relationship with DES (desire) for EV purchase. At the same time, the results of the analysis show a statistically significant relationship between PEU, ATT as well as PI (purchase intention). This study further analyzed and presented the results of the moderating effects of gender, based on the adopted relationship hypotheses. This study is novel in that it is the first attempt in the literature to apply both the MGB model and the TAM simultaneously to predict EV purchasing behavior.

Keywords

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