交通碳排放引起的全球變暖及空氣污染問題已引起廣泛的關注與熱烈的討論，這其中私家車輛的選擇直接影響到個人出行的碳排放，許多國家正在努力推動電動車取代傳統燃油汽車來緩解交通碳排放的問題。過去，推動電動車往往宣傳其綠色環保的特性，但伴隨著補貼政策的退坡和純電動車價格的居高不下，有必要尋找新的刺激消費者購買電動車的動機。
本研究使用的研究方法為調查法，以現有的台灣純電動車車主和非純電動車車主作為樣本對象，從電動車的象徵性角度和功能性角度探討了消費者在感知到純電動車的象徵意義和功能價值後，是否會產生對自已的形象的感知與認同，並經由三種自我形象影響態度和購買意圖。
研究結果發現，純電動車的技術性能透過自我形象對態度和購買意圖的影響最為顯現，而不同的象徵價值對自我形象影響程度則各有不同。從使用群體上來說，BEV使用者比非使用者更能感受到純電動車的象徵價值並透過自我形象進一步影響態度和購買意圖，BEV非使用者則能感受到更多的技術性能。希望可以透過現有的純電動車使用者對功能和象徵的感知，發現新的刺激電動車消費的有利推動因素。本研究為純電動車在行銷上對目標客群的心理區隔方面提供了理論和實務意涵的支持，有望可以對電動車的行銷面有所貢獻，促進未來電動車的普及。

Widespread attention and heated discussions have been attracted in global warming and air pollution caused by transportation carbon emissions, in which the choice of private vehicles directly affects the carbon emissions of personal travel, and many countries are trying to promote electric vehicles to replace traditional fuel vehicles to alleviate the problem of transportation carbon emissions. In the past, the promotion of electric vehicles (EV) has touted their green features, but with the withdrawal of subsidies and the high price of battery electric vehicles (BEV), it is necessary to find new incentives for consumers to purchase electric vehicles.
A survey method has been used in this research with existing BEV users and BEV non-users in Taiwan as sample subjects, to explore whether consumers' perceptions of the symbolic value and functional value of BEV, and after they perceive the symbolic value and functional value of BEV, whether they will generate the perceptions of self-image, and change attitude and purchase intention on three kinds of self-image influence.
The results of the study showed that the technical performance of BEV had the most significant influence on attitudes and purchase intention through self-image, while different symbolic values had different degrees of influence on self-image. In terms of BEV user groups, users of BEV clearly perceive the symbolic values more than non-users, while non-users perceive the technical performance of BEV more than users, and further influence attitudes and purchase intentions through self-image. It is hoped that the perception of function and symbolism by existing BEV users can be used to identify new favorable drivers of EV consumption. This study provides theoretical and practical support for the psychological segmentation of the target group in the marketing of pure EVs, which is expected to contribute to the marketing aspect of EV and promote the popularity of EV in the future.

目錄
論文審定書i
摘要ii
Abstractiii
第壹章 緒論1
第一節 研究背景1
第二節 研究動機及研究問題6
第三節 研究目的9
第貳章 文獻探討10
第一節 電動車10
第二節 象徵意義14
第三節 價值觀與個人形象18
第參章 假說推論25
第一節 象徵意義與自我形象之關係25
第二節 功能價值與自我形象之關係27
第三節自我形象與態度及購買意圖之關係28
第四節 BEV 的態度對購買意圖之影響29
第五節 象徵意義透過自我形象對態度及購買意圖之影響30
第六節 功能價值透過對自我形象態度及購買意圖之影響31
第七節 自我形象的中介效果之比較32
第八節 BEV使用者與非使用者的調節效果33
第肆章 研究方法36
第一節 研究架構36
第二節 變數操作型定義與衡量37
第三節 研究對象42
第四節 統計分析方法42
第五章 統計分析43
第一節 研究樣本敘述性統計43
第二節 模型配適度檢驗45
第三節 信度與效度分析46
第四節 假說驗證48
第五節 小結61
第六章 結論與建議69
第一節 研究發現與討論69
第二節 理論貢獻73
第三節 實務貢獻73
第四節 研究限制與未來研究方向75
參考文獻78
附錄 問卷91
圖目錄
圖1-1：交通運輸產業碳排放量(Sims R., 2014)2
圖1-2：全球電動車市場銷量及趨勢(BEV和PHEV)(新浪汽車, 2021)3
圖1-3：多國汽車全面電動化時程目標(Zhongming et al., 2021)5
圖1-4：部分國家和地區電動車登記數量及銷量佔比(Zhongming et al., 2021)5
圖4-1 研究架構圖37
圖5-1 調查法相關變數之因果關係路徑51
圖5-2 調查法相關變數之因果關係路徑（BEV使用者）59
圖5-3 調查法相關變數之因果關係路徑（BEV非使用者）60

表目錄
表4-1 BEV 象徵的衡量題項37
表4-2 BEV 功能價值和擁有成本的衡量題項38
表4-3 自我形象的衡量題項39
表4-4 對 BEV 的態度和購買意圖之衡量題項41
表5-1樣本敘述性統計43
表5-2模型配適度分析表45
表5-3信效度分析表46
表5-4相關係數矩陣38
表5-5刪除構面後的相關係數矩陣47
表5-6本研究之標準化係數與p值彙整50
表5-7本研究中介路徑分析表53
表5-8本研究中介路徑比較分析表55
表5-9模型配適度分析表（自由估計）57
表5-10本研究之標準化係數與p值彙整（BEV使用者）58
表5-11本研究之標準化係數與p值彙整（BEV非使用者）59
表5-12 BEV使用者與非使用者的結構方程模型對比60
表5-13本研究假說推論彙整表66

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